1. Understanding
Media Audiences

2. Source notes: CAA Film Monitor Jan – Dec 08 Q1
Base: 15+
2009 ART HOUSE AUDIENCE PROFILE
TARGETING AN OLDER AND MORE AFFLUENT AUDIENCE
CINEMA: THE ULTIMATE BRAND EXPERIENCE
15-24
25-34
35-44
45+
M
F
ABC1
C2DE
Age Gender Social Grade

3. Summarise the leading profile for Art House Cinema
(who is most likely to frequent Arthouse cinemas?)
There is a clear split for the number of male and female visitors with
the percentages been a 50-50 split between male and female
The majority of visitors are over 45 with just less then 50% of the
audience been over 45. The next largest majority is of 15 -24 with
20% and the least popular age group is between 35-44
There is a clear majority when it comes to the social grade with over
75% in social class ABC 1

5. How do other media compare to cinema for positive engagement from the audience?
The cinema is the best place to capture an audience compared to
other media like TV, Radio and Magazines, with 33% percent of the
audience is a captive audience. This is probably because the cinema is
the place where there is probably the place where there is least
distractions.

7. 3. There are 3,721 cinema screens in the UK
4. A cinema classes as a multiplex when there are more then 5 screens
5. Independent cinema’s normally only have one screen and are normally privately
owned

9. Group habits
7-14 yr olds Normally go with family
15-24 year olds Will normally go with their friends in a
group of 4
Male Will normally go in a pair
Female Are more likely to be regular cinema
goers
Housewives & Children 70% go with children under 14
According to the Pearl and Dean source what can you summarise about the
following audience groups and their cinema habits?
Which audience would you say is the most profitable one for cinemas?
(Who are they most likely to target and why?)

10. The audience that is probably most profitable for the cinema itself is probably
the 7-14 year olds because they normally bring their parents with them which
equals out in more tickets been sold and also the 7-14 year olds are the most
likely to want to buy confectionary and their parents will probably buy it for
them.

11. MEDIA AUDIENCES
TV and other media habits UK
audience / demographics
breakdown

12. Lifestyle /
description
TV channels
watched
Other media Internet use
Men 16-34 Emphasis on
social life
Sky Sports,
Kerrang, C4
Papers, cinema
and radio
Online games
and sports
Men ABC1
Men C2DE
Men 55+
Women 16-34
Women ABC1
Women C2DE
Women 55+
Children /
Boys and girls
http://www.thinkbox.tv/server/show/nav.914
Using the link complete this table:

13. Classifying audiences and Psychographic profiles
http://www.caci.co.uk/acorn2009/acornmap_ext.asp
List the main audience profiles used by Acorn
Conduct your own Internet search to find out what
VALs and Psychographics are? (Give examples).

14. http://www.channel4sales.com/data/audience_share