On Thursday 14 November, Digital Cinema Media (DCM) took over three of Havas’ and Arena’s meeting rooms to talk to staff from the Planning, Buying and Insight teams, as well as a range of their key clients about Cinemology.
Cinemology is DCM's ongoing study into the various people that visit the cinema – who they are, why they go, how cinema fits in alongside the rest of their media consumption, and what it means to them.
It aims to give us a better understanding of them as cinemagoers for the benefit of our owners and key stakeholders, and as consumers for the benefit of our advertisers.
The focus was on three of the most powerful cinemagoing groups – 15-34 Men, 15-34 Women and Families – and the value they represent to advertisers as consumers. They were brought to life with the facts and figures that count, in environments that represent them and their interests.
15-34 Men, 15-34 Women and Families environments at Havas
Together they contribute more than 125m admissions a year and are some of the most early-adopting, brand aware, affluent consumers in the UK. They have busy lives, with many demands on their time and disposable income, yet still set aside the hours and funds for multiple cinema visits every year where they enjoy the premium content they love with friends and family.
This seemed to strike an original chord with those in attendance, and has resulted in a flurry of interest to know more about each audience, and how their respective behaviour might be exactly what the agencies and their clients are after.
Bill Doris, Head of Insight at Havas said, “Thank you all for putting on such a great show this morning - really appreciate the effort you made - and everyone I've spoken to thought very highly of the morning. It was good to get so many of the agency (and our clients!) involved.”
For more information on Cinemology, please contact the DCM Research and Insight team