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| Author | Zoe Aresti |
DCM’s Research and Insight Manager, Michael Tull, talks about the highlights from the recent IPA TouchPoints 6 launch and why cinema plays a vital role in the media mix.
Last week, Digital Cinema Media’s (DCM) Marketing and Insight team headed to BAFTA for the launch event of the new IPA TouchPoints 6 data.
For those uninitiated with TouchPoints, it is the IPA’s “landmark consumer-centric, cross-media, cross-platform database” which provides insights into how people in Britain engage with media, along with contextual information on their mood, location, activities and devices.
The launch saw speakers from ITV, The Guardian, Kinetic and Reality Mine present how their respective businesses input into and use the extensive information available, while the IPA also revealed some interesting top line stats from the new data release.
Most striking of these was the fact that now 87% of us are consuming two or more media in the same half hour at some point during the week – rising from 76% back in 2005. So called ‘media meshing’ is an indicator of the ever-involving media landscape and how people are trying to fit as much as possible in to their days. However, it does present an increasing challenge for advertisers who are having to try harder and harder to grab consumers’ attention.
This provides a big opportunity for the big screen. Cinemagoers are powerful consumers – they are busier than ever and know all the tricks to avoid ads on digital platforms and Cinema is actually incredibly well-placed to help advertisers overcome the challenge of engaging with audiences. A visit to the cinema is an appointment to view, an experience that can’t be recreated elsewhere and cinema continues to be a medium like no other, with over 77% of the GB population being cinemagoers, which has increased from 64% in 2008.
Latest IPA TouchPoints 6 data highlights how cinema is in rude health – 34.1m adults have visited the cinema in the last year, up 4% from TouchPoints 5 (2014) and a huge 19% increase since 2006 (when 28.6m visited annually). According to IPA TouchPoints 6, the main reasons for attending the cinema are:
- For entertainment: 72.8% (vs. 67.7% in TouchPoints 5)
- To relax/escapism: 34.1% (vs. 30.6% in TouchPoints 5)
The cinema environment provides the perfect opportunity for brands to reach those all-important socially-savvy, upmarket and fully engaged audiences, who have paid to be there to be entertained and escape from the distractions of their busy life, which is an incredibly compelling argument to use cinema in the media mix.
Find out more about TouchPoints 6 here.