Digital Cinema Media and PricewaterhouseCoopers UK have announced the latest 16-24 and 16-34 television ratings point equivalent figures for 2023’s theatrical releases.
Launched last year, DCM’s partnership with PwC was introduced during PwC’s The Transformation of Cinema Advertising session at the Cannes Lions International Festival of Creativity 2023. One year on, DCM continues to ensure the cinema medium is accountable, aligning cinema planning and reporting with other AV media.
By using TVRs, with data and methodology independently verified by PwC, DCM can showcase the scale and commercial desirability of the cinema audience. Allowing films to be compared directly to TV programs, helps agencies and clients plan and build complementary schedules effectively and start with cinema as part of the AV mix.
Key highlights from 2023 include:
Blockbuster Summer: The summer of 2023 was particularly strong, with five of the top 10 titles released between May and July. This period began with, Guardians of the Galaxy Vol. 3 and also featured The Little Mermaid, Spider-Man: Across The Spider-Verse before peaking with the phenomenal success of Barbie and Oppenheimer.
#Barbenheimer Impact: Barbie stood out as the biggest film of 2023 and the sixth biggest film in UK & Ireland history. It delivered over 32 16-34 TVRs in the first 28 days, and 12 within the first 7 days – bigger than the top-rated episodes of Britain’s Got Talent, Love Island and The Great British Bake-Off last year.
Family Films Not Just for Families: The appeal of animated cats, singing chocolatiers, and Mario & Luigi extends far beyond the traditional audience of parents and children. The Super Mario Bros. movie delivered 13.6 TVRs among the 16-34 demographic, comparable to the summer blockbuster Oppenheimer. Similarly, Wonka outperformed titles like Guardians of the Galaxy Vol. 3 and Ant-Man and the Wasp: Quantumania, delivering 11.9 TVRs in the 16-34 age group during its first 28 days. These figures highlight that brands should consider these traditionally ‘family’ titles as effective options for reaching the young adult demographic as well.
Top 16-34 Films of 2023 (28 day 16-34 TVRs):
Film — 16-34 TVRs
Barbie – 27.8
The Super Mario Bros. Movie – 13.6
Oppenheimer – 13.6
Wonka – 11.9
Guardians of the Galaxy Vol. 3 – 9.4
Spider-Man: Across the Spider-Verse – 8.8
The Little Mermaid – 7.7
Puss In Boots: The Last Wish – 6.8
Ant-Man and the Wasp: Quantumania – 6.6
Hunger Games: The Ballad of Songbirds and Snakes – 6.1
Karen Stacey, CEO of Digital Cinema Media said, “Using our industry-recognized data sources, including real-time point-of-sale data from cinema exhibitors, we continue to ensure transparent and accurate data for our advertisers. The top titles of 2023 demonstrate the enduring cultural resonance of cinema, and the reach and impact of blockbuster films have among young audiences. A clear reason why we believe brands targeting this audience should start with cinema as part of the AV mix.”