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| Author | Zoe Aresti |
DCM and PricewaterhouseCoopers LLP UK (PwC) have released the latest 16-24 and 16-34 TVR equivalent figures for 2021 and 2022’s top theatrical releases.
The data was first launched as part of PwC’s ‘The transformation of cinema advertising’ session at the Cannes Lions International Festival of Creativity 2023. In a panel session hosted by Emily Roberts, Senior Associate PwC, DCM’s CEO Karen Stacey and PwC UK Director Adam Edelshain discussed how both companies have been working together to transform cinema advertising, evolving cinema TVRs as a metric and building confidence in data and trust in the medium.
DCM is committed to ensuring the cinema medium is accountable, delivering transparent and trusted metrics, while ensuring the process of planning and reporting on cinema is aligned with other AV media in the UK. Using the universally known industry language of ‘TVRs’, with data independently verified and assured by leading global professional services provider PwC, DCM is able to highlight the scale and reach of commercially desirable audiences that cinema’s biggest blockbusters can provide. Films can then be compared to TV programmes so agencies and clients can better plan and build complementary AV schedules.
Karen Stacey, CEO, Digital Cinema Media commented: “We are moving ourselves from this nice-to-have medium to a place where people can really understand the contribution cinema can make in a media schedule with real, robust data.”
DCM has calculated cinema equivalent TVRs for biggest releases for 16-24s and 16-34s across 2021-22 using industry recognised sources of data:
- Immediate point-of-sale data in real-time from cinema exhibitors
- Comscore sales house market share data (based on actual admission data)
- CAA Film Monitor demographic profiles for films
The results show that Spider-Man: No Way Home was 2021’s biggest title for 16-34s delivering over 32 TVRs in its first 28 days. Of 2022’s releases the long-awaited Avatar: The Way of Water delivered 15 16-34 TVRs in its first 28 days in cinemas.
| Film | Industry 16-34 Adult TVRs (28 days) |
| Spider-Man: No Way Home | 32.1 |
| No Time To Die | 20.0 |
| Avatar: The Way of Water | 15.4 |
| Doctor Strange In The Multiverse of Madness | 15.2 |
| Minions: The Rise of Gru | 12.5 |
| Top Gun: Maverick | 12.4 |
| Thor: Love and Thunder | 11.8 |
| Black Panther: Wakanda Forever | 11.8 |
| The Batman | 11.7 |
| Sing 2 | 9.9 |
For more information on the methodology and top performing titles from 2021 and 2022 please see dcm.co.uk/cinema-tvrs
DCM’s TVR story and commitment to leading change in the cinema media industry will continue to develop, keep your eyes peeled for more announced soon at our DCM Upfronts event on Thursday 6 July. Find out more and sign up here.