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| Author | Zoe Aresti |
To really build incremental reach and maximise ROI, cinema is an integral addition to any family brand’s media mix. Cinema is a powerful and engaging medium and, whilst day-to-day media often occurs around families, the cinema is one of the few places they actively go to together, to all be entertained in equal measure, spend quality time together and create memories that last.
According to IPA Touchpoints data, over half of families say they organise their day/evening around their cinema trip whenever they go – it’s the highlight of their day. Likewise, 3 in 4 agree that cinema is an experience best shared with family and friends, and 6 in 10 say they often chat about what they saw on the big screen afterwards.
As the Touchpoints Channel Planner shows, it’s not just engagement that cinema adds to your media mix. If you take a medium sized TV campaign at £1.3m, take 10% out of TV and put it into cinema, you find your family reach goes from 79.72% to 85.45%. Here, cinema provides 6.98% exclusive reach and an amplification/word of mouth factor of 2.4, meaning your brand’s scope stretches way out past the foyer.
IPA Touchpoints data also tells us that families are indeed heavy consumers of media when at home. If we assume that their average weekend is somewhat similar to their average day in the holidays, 25% of their waking hours are spent watching TV. A further 11% is spent browsing the Internet, and 10% social networking. The combined reach and frequency that this mix delivers is surely compelling for any family brand.
However, this in itself doesn’t tell the full story. Touchpoints also tells us that 45% of families have TV on in the ‘background’, meaning said family brands don’t necessarily have their full attention. Indeed, on an average weekend, only 52% of their time spent watching TV is not surmounted by housework, admin or cooking. The same applies for only 47% of the time they’re on the Internet or social networking.
Love cinema this summer
We’ve established that families love cinema. They love to watch, discuss and enjoy films together. And what a film slate we have on offer for families this summer.
Following the roaring success of the Despicable Me franchise, July sees the return of the Minions, who this time take centre stage. The popularity of these characters is like no other and you can be certain theatres up and down the country will be full with families eager to see how the villainous sidekicks came to be so despicable.
For fans of Pixar, the team behind Up return to bring you Inside Out. Having already received rave reviews at CinemaCon, this film promises to delight both kids and parents alike. The wide age-ranges of any family film mean they’re a hotspot for a varied and diverse range of advertisers, and Inside Out typifies this like no other. Likened to 2009’s Up, which grossed over $730 million worldwide and went on to win the best animated feature Oscar, there are high hopes for this film.
But don’t just take our word for it. This chart illustrates just how extraordinary cinema will be for family brands this summer:
One third of all DCM family admissions this year will be delivered in July and August. If you want to take advantage of cinema’s extraordinary impact on family viewers, there is no better time to do so.
And if this summer’s slate isn’t enough, the family fun continues well into Q4. Hotel Transylvania 2, Pan, Paper Planes, Snoopy & Charlie Brown: A Peanuts Movie and a second Pixar movie, The Good Dinosaur, are all set to enthral kids and their parents up until the New Year – great news, surely, for any family brand.
To browse all of these movies and more, visit our Now Booking page.
DCM summer family offer
Buy into the full run of Inside Out or Minions and get this summer’s smaller family films free.
Contact your DCM rep for more information.