Target Audience - Part 3

For the final post in this task about target audiences I will be looking at how audiences are measured for the film industry. For the film industry, figures and statistics are found from multiple different places.

FAME
FAME (Film Audience Measurement and Evaluation) by Pearl and Dean is the cinema industry's key tool for analysing film viewing and viewing habits/behaviours. The FAME survey was launched in 2007 and replaced CAVIAR which had a similar purpose but used face-to-face interviews unlike FAME which uses full online surveys. FAME aims to cover all aspects of film consumption and find according statistics. It looks at the experience of cinema, DVD, on-demand viewing, trailers, advertising, reviews, 3D viewing, digital, information sourcing, social media, piracy, etc. The FAME survey only asks questions to those who have been to the cinema within the last 6 months to ensure they have valid experience. The sample size is around 3,300 all aged 7+. The look into both behaviour of gender, race and age. The FAME 2015 research was conduced independently by CrowdDNA. The Film Monitor survey is another survey conducted by FAME and finds out information on individual films. The Film Monitor Survey by TNS is carried out every two week and askes over 1,000 people ages 7+. They also monitor films to see the demographics including sex, age, social class and race, etc. Pearl and Dean and the FAME survey helps to find audience and industry statistics including this fact about advertising...

MINTEL
Mintel International Group Ltd are a marketing intelligence company. They produce an annual report on the UK cinema market and is aimed at the commercial sector. It covers the market factors, size and trends and discusses segmentation, the supply structure, advertising, promotion and consumers.

ONS
ONS (Office for National Statistics) produced figures on cinema admissions based on estimates for the film exhibition in 2009. The ONS still produces reports on household spending, including these cinema tickets.

DODONA/CINEMAGOING UK
DODONA and CINEMAGOING UK produce annual reports covering the UK, Europe and wider markets. They provide information on films released, distributed and look the finance such as revenues and forecasts.

There are other ways in which audience viewing is measured in the film industry. This included exit polls after the cinema etc, or simply looking into box office returns and profit on films aswell as the UK Cinema Association. These firms are essential to the industry to allow for audiences to be understood by the firms to allow for films to be made that are demanded and to be tailored for the correct audience. The table below shows the UK cinema goers in 2016 and are for me, very surprising. For every month this year there has been more than 11,000,000 cinema goers which is more than one sixth of the population. I found this very surprising but would be interested to find out how many of these are the same people that go multiple times per month.