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The past week has been a huge week for the 16-34 audience in TV, with Britain’s Got Talent delivering an impressive 13 TVRs on Saturday, and the launch of 2019’s Love Island – the broadcaster’s flagship ITV2 show - drawing 11 TVRs.
However, it’s not just ITV that’s seeing success with the 16-34 audience, the big cinema titles are more than holding their own when it come to this key demographic in 2019. So far this year Captain Marvel and the biggest film of the year, Avengers: Endgame, have proved a huge draw with 16-34s, with Endgame so far expected to deliver a huge 33 16-34 TVRs by the end of its run. It’s not just Marvel films that reach this audience either. The biggest film in cinemas at the moment is Aladdin, and it might surprise some people to learn that it looks on track to deliver 12 16-34 TVRs by the end of its run. The immediate future is bright too, with the biggest films of the summer, Toy Story 4 and The Lion King looking likely to be a hit with this audience – predicted to deliver 19 and 27 16-34 TVRs respectively.
The most efficient blockbuster of the year for 16-34s though, is without doubt It Chapter Two. The first film was a genuine phenomenon, becoming by far the biggest horror film in history, delivering over 17 16-34 TVRs. With this sequel continuing the story and coming out just two years after the first, there’s every reason to believe that It Chapter Two will perform similarly. Digging deeper into the numbers, based on the demographic profile of It (2017), we estimate 73% of It Chapter Two’s audience will be aged 16-34, making it by far the most efficient blockbuster for reaching this key age group in 2019. This is higher than key titles such as Fast & Furious: Hobbs & Shaw (58%) and Joker (57%). Any brand looking to reach this notoriously hard-to-engage audience would be pennywise to think about It Chapter Two.
Mission 16-34: Launch, Land, Impact, is the fourth edition of Digital Cinema Media’s industry-leading Building Box Office Brands series. Created in partnership with Differentology, the study explores the different roles that AV media play in the lives of young people and how cinema helps brands launch and land their messages with impact. For more information on the study, click here.
For more information and to capture the 16-34 audience demographic, speak to your DCM rep.