Buying Cinema Media Based on Demographics

Cinema advertising continues to garner the support and respect of savvy marketers who see the value of a captive audience.  Just released is a new Nielsen Preview analysis on purchasing cinema based on specific demographics.   Full reports are available for purchase at:http://www.nielsenpreview.com/member/study_detail.php?id=1087

Here is an excerpt of the report:

Earlier this year, the Nielsen Preview analysis of Cinema Advertising generated a
significant amount of interest. In particular, many readers wanted to learn more
about best practices in purchasing cinema – either on a genre or consumer segmentation
basis.
The following research contains insights on which movies might be good targets for
various brands and advertisers, based on specific demographics. Included in this
research:
• How many movie consumer segments are there in the industry
• The frequency and size of these segments  in the last two years
• How to predict the relevancy for a brand for two of the key movie segments

Interested, in the full study? Consider purchasing and get an in-depth analysis on
each of the movie segments, including:
• Demographics by segment
• Examples of movies in each of the eleven movie consumer segment
• Most predictive genre elements of each segment
• Average box office results for each segment

Full reports are available for purchase at:http://www.nielsenpreview.com/member/study_detail.php?id=1087

The Basics
About the Content
When discussing films, it is all too common to describe a film in terms of a very broad genre versus a description of more detailed
content. Most speak about action, G, PG or summer blockbusters when discussing films, but genre content goes deeper than this.
For example, while comedies and family films are known to generate some of the top dollars, it is little discussed that Road films
and Sports have been strong contributor to overall film dollars as well.

Genre/Theme Sum of Box Office

ANIMATED                   $2,534,726,980
LIVE ACTION               $1,585,796,387
ROAD FILM                   $1,045,761,395
SCIENCE FICTION      $1,016,902,688
SPORTS                                $846,883,242
Quads (as defined by Men <25, Women <25, Men >25, and Women >25) for each movie were calculated.
The key metrics were calculated on an absolute basis, as a percent of the movie going population of moviegoer, with values ranging
from zero to 100.
Next, using the four quads as the basis of segmentation, the almost 400 films were grouped together into naturally occurring
segments in order to understand the different types of films in the industry and their relative appeal to particular demographic
groups.
Once the groups were segmented, each segment could be defined based on the type of moviegoers interested in the film as well as
the types of genres appealing to these particular demos.
Note: Nielsen defines the movie-going universe as consumers 12+.

Under 25
Over 25
Males Under 25
Males Over 25
Females Under 25
Females Over 25
When we consider the movies over the last two years, eleven natural groups explain most consumer film preferences. These groups
have varying degrees of appeal to the various quad demographics, ranging from niche appeal all the way to broad appeal across all
demographics tested.
What can be termed, Under the Radar Female oriented films makes up the broadest number of wide-release films over the last two
years – almost 25%. While Tent Poles, appealing to over 60% of all demos, are quite rare – amounting to no more than 2% of all
films.

Segment M<25 M>25 F<25 F>25 % of Films
Low Profile Chick Flick                  14.9
Young Fluff                                         14.1
Chick Flick                                           12.2
Female Teen Flick                           + 1.6
Under the Radar – Female            24.3
Under the Radar – Male                    9.5
Crowd Pleaser                                       5.9
Guns ‘n’ Guts                                   + + 3.5
Male Teen Flick                               + 11.1
Men’s Tent pole                             + + 1.1
Tent Pole                                  + + + + 1.9
Note: A plus sign (+) indicates over 50% of this demo group had strong interest in the movie segment.

Key Insight:
Not all films are created equal in reaching your targeted audience, and advertising
across all films can prove inefficient.
About MPAA Ratings : While each of these segments represents a unique relationship based on demographic preferences, this has very little relation to
MPAA Ratings.
About the Segments:   Except for Female Teen Flicks, each of the segments draws from more than one MPAA rating, with many drawing from PG, PG-
and R.

Key Insight:
MPAA ratings are inefficient at predicting which types of consumers will arrive at the
theatre. A deeper look is required for targeting.
The Segments – by rating distribution
Segment                                                G %                                    PG %                                         PG-13 %                                             R %
Low Profile Chick Flick                       4                                         35                                                  29                                                        33
Chick Flick                                               4                                         20                                                  67                                                          9
Under the Radar – Female                7                                          22                                                  32                                                         39
Under the Radar – Male                     0                                          14                                                   20                                                        66
Young Fluff                                             2                                            2                                                   58                                                        38
Female Teen Flick                                0                                           0                                                  100                                                         0
Crowd Pleaser                                        9                                         23                                                    50                                                       18
Guns ‘n’ Guts                                           0                                           0                                                     54                                                       46
Male Teen Flick                                     0                                         10                                                    44                                                        46
Tent Pole                                                  0                                         29                                                    71                                                          0
Men’s Tent pole                                     0                                            0                                                    75                                                        25

—End of excerpt—

Hollywood Branding International was started in 2001 as a boutique ad agency specializing in cinema media.  We provide valuable and time saving information on finding movie theaters that make sense for your brand.  Demographics are cross referenced with census polls and the demographic segments for upcoming movies to ensure your campaign is shown at the best theatre during the release of strategic movies attracting your target audience.

No other agency or marketing company in the U.S. provides such detailed planning to ensure your campaign is a success.  We are not a “rep” firm and do not suggest theaters based on certain circuits.  We look to our proprietary database of every movie theater in the U.S. along with demographics to find the key cinema locations for your brand.

For more information on integrating this research into a cinema media campaign for your brand contact Beverly Nation at 636-485-5832 or by email  hollywoodbranding@gmail.com.

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