Young, Social & Positive! Val Morgan Research Unveils “The Great Esacapers”
After too much time spent in the confines of work and home, Australians are currently seeking a ‘third space’ where they can break free and once again enjoy social entertainment experiences. Offering anticipation, escape and immersion in one, cinema is their perfect draw card.
Recent research commissioned by Val Morgan has uncovered a brand-new post lockdown audience segment, dubbed ‘The Great Escapers.’ They are young with high household income and are far more positive towards society, brands, and the future than other groups.
Tasked with examining the current mindset of cinemagoers, independent research firm The Owl Insights has revealed that the desire for out of home experiences is stronger than ever. The research saw upwards of 1,000 Australians surveyed and included responses from both regular cinema goers and the public about their current attitudes toward entertainment experiences.
“There are certainly a wide range of moods and mindsets in response to such a profound event as COVID-19. Encouragingly, the research highlights that people’s response is not all negative, and that those with the most positive outlook, most open to what brands have to say, and most willing and able to make big purchase decisions are also the first to come back to cinema,” Matthew Sandwell, Director at The Owl Insights said.
Cinema plays a key role in the current craving for freedom and indulgence. 76 per cent of Australians are missing the opportunity to go to the cinema, and up to 94 per cent expressed the intention to go the cinema as often, or more frequently, than they did before lockdown.
“The foundations of the cinema experience are stronger than ever, with audiences keen to escape and immerse themselves in different worlds. This study has affirmed that Australians have a love for cinema that is not going anywhere, and as such, the benefits to advertisers are arguably more appealing than ever before,” Mr Guy Burbidge, Managing Director Val Morgan said.
“Our current thirst for ‘the third space’ – beyond the limits of the home and workplace – is clear. Alternate entertainment options such as SVOD, BVOD and FTA TV have played their role during lockdown, however the research highlights several of their shortcomings. Audiences do not feel the same sense of anticipation or indulgence that a trip to the cinema brings. In fact, ‘The Great Escapers’ are wanting to watch less FTA TV moving forward and with their in-home AV preference being SVOD and ad-free, makes them notoriously hard to reach for advertisers.”
“In contrast, cinema consistently delivers a higher quality, more immersive, engaging, memorable environment where brands can tell their story. With the unbeatable mix of the big screen, unrivalled sound quality and a captive audience, cinema is amongst the most powerful mediums for brands to connect with quality audiences.”
Cinema has been proven to deliver lasting resonance among audiences, far ahead of other media channels. Per media dollar invested, cinema delivers 2x the motivation to purchase than TV and 1.3x that of digital video*. It also drives key long-term brand metrics, including equity, image, and consideration, contributing well above its relative share of investment.
“Right now, ‘The Great Escapers’ offer brands a real opportunity to make an impact amongst a highly engaged set of open and optimistic consumers who have a desire to spend. They are a young positive, affluent and powerful audience, who are extremely valuable to advertisers,” Burbidge said.
Please login with linkedin to comment
Val MorganLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.