In our last post about Nielsen and National CineMedia’s (NCM) co-authored study, Cinema Advertising and the Science of Capturing Consumer Attention, we looked at the opportunity advertisers have to cut through the noise of over 5,000 daily brand exposures at the movies with cinema advertising’s winning combination of brand awareness and message recall.
But movie audiences also have another kind of power – purchasing power! NCM’s audiences are affluent consumers with heightened income – they’re four times as likely to earn $250,000 or more – which makes them especially desirable to high-ticket brands in key categories.
Take auto-makers and dealers for example – compared to the general population, NCM movie audiences are twice as likely to own newer cars, and 70-80% more likely to have a budget for a new car purchase of $40,000 or more.
NCM audiences also prefer premium retail experiences, compared to audiences who are heavy TV viewers. They shop at luxury retailers like Nordstrom and Coach 90% and 127% more, respectively, than TV viewers. When looking for a place to stay on vacation or business travel, NCM’s moviegoers are twice as likely to stay at a five-star hotel, opting for a higher-quality experience compared to the general population.
Movie audiences also have an increased preference for premium food brands and grocers. For instance, NCM movie audiences are 2.5 times more likely to purchase Stonyfield brands and are 120% more likely to purchase high-quality food brands like that at Trader Joe’s and Whole Foods. When they are not in the mood to shop for groceries, they are more likely to turn to Blue Apron or similar delivery services at 1.5 times the rate of other audiences.
For more information about NCM’s affluent movie audiences, click here to read and download the full report.