1. Research
Sponsors
Belo Newspaper Group
Copley Newspapers
Cox Newspapers, Inc.
Freedom Media Enterprise
Gannett
Hearst Newspapers
Knight Ridder Newspapers
McClatchy Newspapers
Media News Group
Newsday
Sun-Times News Group
The Washington Post
Newspaper
Usage

2. Agenda
Background & Methodology
Moviegoing Behavior
Newspaper Usage
Movie Information Sources & Advertising
Key Highlights
Q&A
2

3. More openings fragment the market
for the studios
Movies Opening/Weekend
3

4. Industry Benchmark places Newspapers 3rd
among paid advertising sources
(Source: 2005 NRG Summer Moviegoer Benchmark Study)
78%
Sources of Information
for last movie seen
59%
General sources of
Awareness
Where 1st heard about title
51%
Most important source
42%
39%
35%
33%
22%
19%
16%
11%
8%
5%
8%
5% 6%
1% 1%
4

5. Methodology
 Target population = American adults who are
engaged moviegoers
 Adults defined as 17 and older
 Engaged moviegoers defined as those who see 3 or more
movies per year
 Phase 1 + Phase 2 = Target population
 Phase 1: Broad perspective
 Phase 2: Focused perspective
5

6. Theatre Research Network
Moviegoers are intercepted before or after moviegoing; upon meeting the
required screening criteria the individual is escorted into the Nielsen content
viewing and research environment.
6

7. Q.
How many times have you gone to the movies in the
past year?
U.S. pop. (18+) = 263 M
Moviegoers = 115 M
(see 3+ movies / year)
20+
movies
Represents
63% of all moviegoers (1+/yr.)
90% of movie admissions
(44% of total)
3–6
movies
13 - 19
movies
7 - 12
movies
Moviegoing
frequency/year
7

8. Age
3-6
Moviegoing
frequency/year
7 - 12
13 - 19
20+
8

9. Q.
Print / Newspaper website usage?
U.S. pop. (18+) = 263 M
Moviegoers = 115 M
(see 3+ movies / year)
(44% of total)
97M
84%
Represents
63% of all moviegoers (1+/yr.)
90% of movie admissions
66M
57%
website
Print Usage
Website Usage
(Version of Print)
Print = 84%
Website = 57%
9

10. Q.
Print / Newspaper website engagement?
10

11. Q.
Which sections of the newspaper do you generally
use?
11

12. Q.
How often do you use the entertainment section of
the newspaper?
Rarely
Occasionally
Regularly
12

13. Entertainment Section
Usage
Moviegoing
frequency/year
Regularly
Non-user
Rare
ly
Occasionally
3-6
7 - 12
13 - 19
20+
13

14. Q.
What do you look for when using the
entertainment section in your newspaper?
14

15. Q.
Did you read something in the Newspaper, Online
or Newspaper Website that helped you make your
movie decision?
30%
72%
Q.
newspaper
59%
55%
What was it?
(top of mind response)
25%
39%
36%
online
27%
24% 25% 23%
12%
16%
18% 19%
18%
20%
15%
13%
14% 14% 13%
10%
12%
0%
Reviews
Newspaper
website
Movie ad
(other)
Movie’s
rating
Theatre
showtimes
Interviews
w/stars &
filmmakers
Theatre
locations
0%0%
Special
Movie trailer/
commercial programming
15

16. Q.
Does reading a positive / negative movie review
affect your interest in seeing the movie?
NEGATIVE
Review
18%
36%
46%
Q.
POSITIVE
Review
5%
72%
INCREASE
NO EFFECT
28%
DECREASE
5%
Most influential
review type?
16

17. Q.
Do you use newspaper theatre directory / movie
listing to….?
Q.
What does an ad on
top of the newspaper
directory do?
17

18. Key Highlights
 Moviegoers are heavy users of newspapers with
86% accessing the paper in print and/or on a website
 The proportion of newspaper users is stable and does not vary by
demographics
 For creating Movie Awareness, Newspapers rank second
only to TV commercials and Trailers
 The Entertainment section of the newspaper is the Most
Frequented section by moviegoers
 Movie related content heavily influences movie going decisions,
with reviews and ads having the Greatest Impact on movie
selection
 Newspapers are the Preferred Medium for obtaining
theatre show-time information, and lead All other sources
including telephone and internet
18

19. Question and Answer
19