MOTORSDate: 23.01.12Presented by: Gerry Anyanwu

DCM.CO.UK

CINEMA EFFECTIVELY REACHING AN AUDIENCE WHO INTEND TO BUY A VEHICLE IN THE NEXT 2 YEARS

CINEMA: THE QUALITY BROADCAST CHANNEL

Vertical %

Total Media Consumption

Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1s who intend to buy a vehicle in the next 2 years* Index against the average UK1 Adult

ABC1s ARE MOST LIKELY TO PAY ATTENTION TO CINEMA ADVERTISING

Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1s who intend to buy a vehicle in the next 2 years* Index against the average UK1 Adult

CINEMA: THE QUALITY BROADCAST CHANNEL

CINEMA: THE QUALITY BROADCAST CHANNEL

ABC1 CINEMAGOERS ARE STRONG WORD OF MOUTH ADVOCATES FOR CARS AND HAVE MORE DISPOSABLE INCOME TO PURCHASE

75% have talked about cars in the last year

(Index 148)

They are 89% more likely* to convince others about car products / services

They are 80% more likely* to have talked to many

different people about cars in the last year

The are willing to spend an average of £10,154^

on a car

They have an average personal income before tax of £25,0242, that is 33% above the average UK adult

Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1 Cinemagoers who intend to buy a vehicle in the next 2 years* Index against the average UK1 Adult^ Spending 17% above the average UK Adult

INNOVATIVE CARS ARE IMPORTANT TO THEM

CINEMA: THE QUALITY BROADCAST CHANNEL

They are 4.5 times more likely* to buy a car in the next 7 – 12 months

They are 5 times more likely* to buy

a hybrid car

66% agree “My car should be equipped with all possible safety

features”

28% agree “The car is essential for me to make the most of

my leisure”

They are 77% more likely* agree

“I like innovative cars”

Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1 Cinemagoers who intend to buy a vehicle in the next 2 years* Index against the average UK1 Adult