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Allied 1
- 1. Research Sponsors Belo Newspaper Group CopleyNewspapers 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 MoviegoingBehavior Newspaper Usage Movie Information Sources & Advertising Key Highlights Q&A 2
- 3. More openings fragmentthe market for the studios Movies Opening/Weekend 3
- 4. Industry Benchmark placesNewspapers 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 Moviegoersare 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 timeshave 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.
- 9. Q. Print / Newspaperwebsite 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 / Newspaperwebsite engagement? 10
- 11. Q. Which sections ofthe newspaper do you generally use? 11
- 12. Q. How often doyou use the entertainment section of the newspaper? Rarely Occasionally Regularly 12
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- 14. Q. What do youlook for when using the entertainment section in your newspaper? 14
- 15. Q. Did you readsomething 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 apositive / 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 usenewspaper theatre directory / movie listing to….? Q. What does an ad on top of the newspaper directory do? 17
- 18. Key Highlights Moviegoersare 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
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Editor's Notes
- #8 Okay. Now let’s get into the information collected in this study—focusing first on moviegoers response to how many times they have gone to the movies in the past year.Recall, by definition, that all Phase 2 respondents go to at least 3 movies per year. Among this group of engaged moviegoers, they average slightly more than one movie per month, or 14 in one year. To further detail response by moviegoing frequency, we have grouped moviegoers into four segments: 26% are “lighter moviegoers,” those who attend 3 to 6 movies per year; 38% are “medium moviegoers,” those who attend 7 to 12 movies per year; 15% are “heavy moviegoers,” those who attend 13 to 19 movies per year; and the remaining 21% are “super heavy moviegoers,” those who attend 20 or more movies per year. We can also estimate the size of these moviegoing groups by merging this information with US Census information and Phase 1 results. Starting with the census information, the latest figures of American adults is 263 million people. Knowing that 44% of Americans attend 3 or more movies per year, the population that this study represents is 115 million Americans adults. Taking a step back to look at all moviegoers (including those who go to 1 or 2 per year), this study represents 63% of all moviegoers and roughly 90% of movie admissions among American adults.