Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver...

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Pearl & Dean The Cinema Audience & Their Cars

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Transcript of Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver...

Page 1: Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver 21% are the main decision maker in model choice 33%

Pearl & DeanThe Cinema Audience & Their Cars

Page 2: Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver 21% are the main decision maker in model choice 33%

The Cinema Audience & Cars

• 39% are the main driver

• 21% are the main decision maker in model choice

• 33% share the choice with partner

• On average cinema goer spends 3.7 hours / week travelling by car

Source: TGI 2011 Base all medium and heavy users of cinema

Page 3: Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver 21% are the main decision maker in model choice 33%

Word Of Mouth Strong For Cinema Goers

61.2

47.6

57.859.9

25.1

19.1

24.3 24.5

14.2

9.512.5 13.2

4.32.5

4.2 4.1

0

10

20

30

40

50

60

70

80

90

100

Cinema Goers TV Viewers Commercial RadioListeners

Internet Users

Talked about cars in the last 12monthsTalked to a few friends / family aboutcars in the last 12 monthsTalked to many different peopleabout cars in the last 12 monthsPosted comments / reviews on theinternet

• When it comes to talking about cars the cinema audience leads the way;

Source: TGI 2011 Base all medium and heavy users of media specified

% O

f A

ud

ience

Page 4: Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver 21% are the main decision maker in model choice 33%

Cinema Goers Are An Influential Audience • Compared to other media the cinema audience are more likely to persuade

others;

Source: TGI 2011 Base all medium and heavy users of media specified

% O

f A

ud

ience

19

13

1718

0

10

20

30

40

Cinema Goers TV Viewers Commercial RadioListeners

Internet Users

Likely / quite likely to convinceothers about cars

Page 5: Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver 21% are the main decision maker in model choice 33%

Source: TGI 2011 Base all medium and heavy users of media specified

Cinema TV Radio Internet

My car should express my personality(all agree)

17% 11% 12% 16%

I would choose a car mainly on looks

19% 17% 17% 19%

My car should get peoples attention

11% 7% 9% 10%

• For cinema goers a car is very much a status symbol and thing to show off;

Image Is Key To The Cinema Audience

Page 6: Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver 21% are the main decision maker in model choice 33%

Source: TGI 2011 Base all medium and heavy users of media specified

Decision Making Criteria – Car Purchase • Top 5 criteria when talking to the cinema audience;

– Reliability: 25%

– Price: 24%

– Fuel Consumption: 23%

– Comfort: 21%

– Build Quality: 18%

Page 7: Pearl & Dean The Cinema Audience & Their Cars. The Cinema Audience & Cars 39% are the main driver 21% are the main decision maker in model choice 33%

Pop Quiz – The Best Movie Car Chase

• Rank in order:

Source: July 2008 Pearl & Dean Online Poll – 3000 responses

The French Connection

Bullit The Italian Job

Bourne Identity

BatmanBegins

The Rock The BluesBrothers

Ronin Casino Royale

Goldfinger

9 4 1 3 4

8 2 4 7 10


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