(1888PressRelease)
May 31, 2006 - Paris, 30th May 2006 – Screenvision, Europe’s leading screen advertising sales house, has published the results of a study on similarities between European heavy cinema-goers. The study, conducted for the first time by marketing research survey provider TGI Europa for Screenvision, demonstrates that Europeans who go to the cinema at least once a month have many similarities, and therefore, that a true European heavy cinema-goer target exists.
European heavy cinema-goer similarities
In order to have a precise analysis of the similarities and differences between each European country, researchers set-up a filter to disassociate heavy cinema-goers from the youth population, and identify two different age groups of under 35 years olds and over 35 year olds. Researchers, who interviewed about 56 000 cinema-goers, were therefore able to disassociate ‘youths’ from heavy ‘cinema-goers’ and analyse the study results between each age group.
The results confirmed that youths form a large percentage of the heavy-cinema-goer population, but contrary to common belief, there is a large proportion of over 35 year old heavy cinema-goers. Interestingly, both age groups have a similar ‘way of life’ according to this study. Heavy-cinema-goers across those two age groups are educated, affluent and single, making them interesting consumer targets for advertisers. Over 35 year olds in particular are an important target for cinema advertisers as they also have a higher purchasing power with 22% of those questioned being top 10 SELs (index 220 vs European population), and 26% top 20 SELs (index 152 vs European population).
The study, which also analyses the similarity patterns between heavy cinema-goers in four key European countries (France, Germany, Spain and Great Britain), identifies parallels in 5 distinct orientations across all countries, and between under and over 35 year olds :
· Personal appearance : Heavy cinema-goers tend to be fashion-conscious with 62% declaring that they ‘like to be looked at’ compared to 53% of the general European population, and 60% acknowledging that they have ‘a good sense of style’ (compared to 53% of European population).
· Time out and group belonging : Heavy cinema-goers across Europe enjoy going out, according to the study, with 51% ‘enjoying a night out at a pub’ and 45% ‘enjoying splashing out on a meal in a good restaurant’. This trend is even more marked with the over 35 years of age group.
· Innovation, newness and new technologies : 57% of European heavy cinema-goers ‘like to pursue a life of change, novelty and challenge’, compared to 47% of the European population, with over 39% of 35 year old heavy cinema-goers ‘interested in a change’, compared to 28% of the over 35 general European population.
· Openness to other cultures and to art : European heavy cinema-goers are very open to culture as demonstrates the study with 67% acknowledging that ‘music is an important part of their life’ and 73% ‘liking the idea of travelling abroad’.
· Impulsive shoppers, big spenders & importance of advertising : Finally, European heavy cinema-goers have a high consideration for advertising with 44% acknowledging that they ‘enjoy advertising’ (compared to 39% of the general population), and 49% ‘expecting advertising to be entertaining’. . 34% even confirm that they are ‘tempted to buy products they have seen advertised’.
Eventhough the results of the study prove that these five orientations are common to all European heavy cinema-goers questioned, over 35 year old cinema-goers have more consistency in their answers with stronger affirmations and beliefs. On the other hand, the over 35 year old heavy cinema-goer population tends to have more important views on cultural topics, companionship and health issues. The study also reveals that cultural differences between the countries are less important, hence the results identifying a single European heavy cinema-goer target.
European cinema advertising campaign value
TGI’s study for Screenvision clearly demonstrates the relevance of Pan-European advertising campaigns as global European targets are identified and their needs and trends are established.
“As a Pan-European company, Screenvision is keen on understanding cinema-goers tastes in all European countries,” explains Jean-Michel Gillibert, Screenvision Europe’s CEO. “This study clearly demonstrates that a true European target exists and will therefore help us to identify how advertisers can better target their European audiences. We intend to use the results of this study to improve our existing offers for local markets, as well as to develop comprehensive Pan-European offers to advertisers across the European market.”
Screenvision recently underlined its ambitions to develop European business by recruiting a new Pan European Sales Manager to strengthen the company’s understanding of advertisers’ European strategies and to develop sales pitches for pan-European cinema campaigns. The company is also in the process of developing Pan-European offers which will be launched across its European network.
Further details of the TGI study are available on demand.
About Screenvision
Screenvision Europe is the leading cinema advertising sales house in Europe, representing close to 4 500 screens. Screenvision operates in 9 countries across Europe: France, Belgium, The Netherlands, Spain, Portugal, Denmark, Finland, Czech Republic and Slovakia. Its sister companies, Carlton Screen Advertising (CSA) and Screenvision USA are both market leaders in their respective markets (UK, Ireland and USA).
Screenvision, a Thomson / ITV joint venture, aims to create cinema advertising propositions which closely meet the needs of advertisers, leveraging its key assets: a targeted and captive audience, an unmatched recall rate, presence in key leading exhibitor theatres, and constant innovative research in marketing and advertising. Screenvision supplies advertisers with the best on-screen and off-screen offers adapted to their audience and objectives. Screenvision’s client roster includes Vodafone, Bacardi, Coca-Cola, Renault, Beiersdorf and Nestlé.
More information is available from the Screenvision Europe website : http://www.screenvisioneurope.com
Press contacts :
Ketchum
Eric Maillard / Melissa Pauléat
01 53 32 55 44 / 01 53 32 55 71
eric.maillard ( @ ) ketchum dot fr / melissa.pauleat ( @ ) ketchum dot fr
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