Film4
Quarterly Update
Q3 2014
Film4 Highlights
In terms of share, Q3 2014 was the best ever quarter for
Film4 among 16-34s
Film4 is the biggest film channel, attracting more than
double the viewers of the Sky Movies channels combined
Film4 had an average monthly reach of 23.7m for individuals
in Q3, beating Sky Movies average monthly reach of 10.7m
Daytime share improved, with the 3pm slot seeing a
+15% uplift thanks to the likes of Avatar and Ice Age 3
In terms of share, Film4 is the 7th biggest digital channel for ABC1
Men, up two places since last quarter. It is also the 3rd biggest for Men.
Red was the highest ranking film, with an average
audience of 1.2m
Film4 viewers are commercially receptive. They find ads interesting to
talk about (index=137) and often notice products/brands in TV
programmes/films (index=138)
Film4 reaches more ABC1 Men on a monthly basis than competing
media (cinema, National Geographic, Empire & FHM)
Sources: BARB/Advantedge Q3 2014/GB TGI 2014 Q4 (July 2013 – June 2014) base = adults, viewers defined as all adults who state Film4 as 1 st favourite channel
Our Programming
Film4 continues to achieve more than double the combined reach of
all Sky Movies
ABC1 men
Average monthly reach (%)
39 .7
18.6
10.1
9 .1
6 .6
6 .6
Source: BARB/Advantedge. Q3 2014, reach condition = 3 consecutive mins.
6 .6
6 .2
6 .2
5.9
5.3
4.7
4.4
3.9
3.8
2.3
2.3
…and has a higher monthly reach
than competing media
ABC1 Men Average Monthly Reach (000s) Q3 2014
Film 4, 5,19 2,000
Cinema, 2,6 13,000
National
Geographic,
827,000
Em pire, 355,000
FHM, 257,000
Source: BARB/Advantedge Q3 2014. GB TGI 2014 Q4 (July 2013 – June 2014) base = ABC1 Men (cinema reach defined as ABC1 men
who state they visit the cinema once a month or more)
Top Rating Films
Adults
Rank
Programme Title
Date
TVR
'000 (AVG)
1
RED
02/07/2014
2.4
1,184
2
TAKEN
05/08/2014
1.9
924
3
X-MEN: FIRST CLASS
27/08/2014
1.8
910
4
ZOMBIELAND
22/08/2014
1.7
844
5
SOLOMON KANE
27/07/2014
1.7
828
6
COLOMBIANA
10/08/2014
1.5
733
7
SALT
21/08/2014
1.4
674
8
THE MECHANIC
22/07/2014
1.3
657
9
THE GUARD
21/07/2014
1.2
607
10
GHOST
30/08/2014
1.2
585
Source: BARB/Advantedge, Q3 2014, Highest Occurrence, Adults 16+
Film4 viewers are commercially
receptive & career minded
Film4 Viewers…
•
Are commercially receptive and enjoy TV ads as much as programmes (index=137), find ads interesting to talk
about (index=138) and often notice products/brands in TV programmes/films (index=138)
•
They also agree that they have a keen sense of adventure (index=121) and influential amongst peers, definitely
agreeing that they are the first to know what’s going on (index=115)
•
They are also image conscious. Film 4 viewers like to stand out in a crowd (index=128), have a very good sense
of style (index=121) and agree that they take great pleasure in looking after their appearance (index=113).
Source: GB TGI 2014 Q4 (July 2013 – June 2014) base = adults, viewers defined as all adults who state Film4 as 1st favourite channel
Other Research
A clear, distinctive brand image
“Film4 feels more highbrow. Rather than watching a blockbuster on ITV, it feels a but
more credible watching a film on Film4. It’s got a bit of a stamp of approval on it
already” (Female18-29 London)
“Subtle, quirky, cerebral, intelligent”
Film4 brand values
Expertise
Passion
Creativity
British
(Male 30-54 London)
• Film4 films are more accessible than often expected
• Credibility of the brand elevates the status of the channel
• Intelligent but not elitist
• Enables a relationship of trust
• It stretches experience – new discoveries with Flim4
Source: TW Research ‘A qualitative performance and brand review of Film4’ 2012
Consumers are spending more on
in-home leisure
‘We see no reason why film TV
watching at home will decline. Indeed
the quality and appeal of film watching
in the comfort of our living spaces is
only set to rise
as ownership of high quality screens
that ever more impressively rival the
cinema increase and as access to films
at home multiply.’
Source: Future Foundation ‘Film and Cinema – Consumer engagement with films at home and in the cinema (May 2013)
Film4 has a strong male profile
Film4
Commercial TV average
62
56
58
55
45
44
43 44
42
38
22
9 9
Men
Women
Source: BARB/Techedge, Q2 2014
12 13
19
14 14
16 -2 4 25 -3 4 35 -4 4 45 -5 4
55 +
ABC1 C2 DE
Adult s Adult s
What’s coming up
Q4 2014
Halloween
The Pact
Zombieland
Van Helsing
The Evil Dead
Sleepy Hollow
A spooky celebration of Halloween starting on Friday
31st
Big Hits!
The Hunger Games
Shame
End of Watch
The Sitter
Safe House
The Descendants
Something for everyone all under one roof, with a host of first
plays and premieres.
Channing Tatum
December brings a season of films starring Hollywood’s hottest
leading man Channing Tatum, kicking off with first play of
Magic Mike
The Eagle
Haywire
GI Joe: Rise of Cobra
Step Up
Dear John
The Dilemma