1. Understanding Media Audiences

2. Source notes: CAA Film Monitor Jan – Dec 08 Q1 Base: 15+ 2009 ART HOUSE AUDIENCE PROFILE TARGETING AN OLDER AND MORE AFFLUENT AUDIENCE CINEMA: THE ULTIMATE BRAND EXPERIENCE 15-24 25-34 35-44 45+ M F ABC1 C2DE Age Gender Social Grade

10. MEDIA AUDIENCES TV and other media habits UK audience / demographics breakdown

11. http://www.thinkbox.tv/server/show/nav.914 Lifestyle / description TV channels watched Other media Internet use Men 16-34 65% have no kids 60% are single Majority work full time 80% have access to digital Sky sports channel 4 bravo kerrang 25% use newspaper Zoo nuts FHM Cinema and radio 70% have broadband at home Sport banking news shopping Men ABC1 12.8m in Britain 2/3rds are married Scrubs, Simpsons, sport, news, documentaries 5 live, radio 4, tabloids newspapers less magazines 60% with broadband travel, sport, finance and news sites Men C2DE 10.5m, constant media habits ITV, five, Discovery, Bravo, The Sci-Fi Channel and Sky One FiveLive and TalkSport Nuts and zoo 44% have broadband Men 55+ 7.5 million, retired, more free time ITV1, UKTV History, Discovery and National Geographic particularly radios 3, 4 and FiveLive. The Telegraph, The Mail and The Express 33% have broadband Women 16-34 Broad set of media tastes Channel 4, E4, ITV 2, Living and MTV Glamour grazia, radio virgin and kiss 60% have access for shopping downloading Women ABC1 Have children, more likely to be, single 30% of adults in uk E4, UKTV Style Living Channel 4, ITV the BBC Cosmopolitan, Elle, Hello!, Red Over 50% have access Women C2DE 11m, broad range less than £17k 34% don’t work ITV1/2, E4 and Living TV 5 Sun Now, OK , Take a Break, The Mirror radio 1,2, capital vigin <35% have access Women 55+ 9m, free time Day time tv bbc itv gmtv ½ read papers, Daily Mail, Mirror classic fm 41% have acess Children / Boys and girls 81% own a tv, 67% have mobile and > 1/3 have there own laptop Simpsons eastenders Kiss five live 75% have access Communication gaming

12. Classifying audiences and Psychographic profiles http://www.caci.co.uk/acorn2009/acornmap_ext.asp List the main audience profiles used by Acorn Wealthy achievers – wealthy executives, affluent greys, flourishing families. Urban prosperity - aspiring singles, educated urbanities, prosperous professionals. Comfortably off- starting out, secure families, settled suburbia prudent pensioners. Moderate means – Asian communities, post industrial families, blue collar roots. Hard pressed – struggling families, burdened singles, high rise hardship, inner city adversity. VALs stands for values attitudes lifestyles which is a psychographic segmentation adult consumers are put into one of eight segments based on there respone to a VALs questionnaire. This is based on things like innovation, education, self-confidence, intelligence and income. Psychographics are any attributes relating to personality values attitudes interests or lifestyles also called IAO variables. They can be contrasted with demographic variables (such as age and gender).