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Annie

Target Audience

Media Profile Roadmap

1,500 General Moviegoers

800 Females Ages 13-49

200 Males Ages 35-49

250 Parents of Girls 6-12*

250 Parents of Boys 6-12*

Quotas by Region and Race

Standard Exclusions Based on Past Participation and Sensitive Industry Employment

Methodology

Online study

Conducted October 10 – 15, 2014

METHODOLOGY

Quick Views

• Demographic Comparison, TV Consumption

Television • TV Show Viewership, Re-runs, Events

Digital • Website Use Among Definite Interest Audience, Genres

Watched

Definite Interest Advanced Segmentation

• Definite Interest Audience Breakdown, Segments Defined, Messaging, Demographic Comparison, TV Placements

SAMPLE

TABLE OF CONTENTS

2

*Parent Moviegoers weighted down to

reflect real-world incidence

Quick Views

Methodology

4

PARENT MOVIEGOERS

DEMOGRAPHIC COMPARISON*

Dads 99 108 95 93

Moms 117 91 75 69

Boys 6-9 101 100 103 91

Boys 10-12 99 89 115 120

Girls 6-9 107 102 77 76

Girls 10-12 93 109 103 112

White 86 105 129 136

AA 128 69 81 40

Latino 119 113 39 20

Musicals 129 80 22 36

Family Movies 113 91 80 56

Very Familiar 113 77 89 80

Unfamiliar 71 84 155 243

Annie

FanshipVery Much Fan 161 56 21 9

Genre

Fanship

Skews towards

Moms

Strong Non-White

skew; Strongest

overindex with

AA

Fans of muscials

Strong fans of

Annie

Annie

Familiarity

Overindex as

familiar with

Annie

Relative to

Moviegoers

Overall, Definite

Audience…

Demographic Category

Parents

Race

All

Definites

Best

Potentials Swings

Audience Targets

Rejectors

Parents by

Kid Age/

Gender

Overindexes with

Parents of young

girls especially,

but Parents of

young boys aren't

far behind;

Parents of older

kids underindex.

PARENTS

• Best Potentials are defined as Parent moviegoers with kids, ages 6-12

expressing “probable” interest in seeing the film based on the trailer.

Swings are defined as Parent moviegoers with kids, ages 6-12 saying they

“might or might not” have interest in seeing the film based on the trailer.

Conditional formatting: Orange

represents overindex vs. Moviegoers

overall , with blue representing

segments that under-index

146

139

138

135

119

118

115

115

115

20/20 (27%)

48 Hours (23%)

Dateline NBC

(22%)

60 Minutes (25%)

Scandal (20%)

Dr. Oz Show (20%)

CSI (Any) (27%)

Good Morning

America (20%)

Marvel’s Agents of

S.H.I.E.L.D (20%)

Profile of

Definite Audience

KEY DIFFERENTIATORS • OLDER SKEWING NETWORKS & SHOWS

ARE POPULAR AMONG PARENTS—

ESPECIALLY NEWS BASED

PROGRAMMING

• ANTICIPATED FALL SHOWS REFLECT

INTEREST IN DRAMA AND SUSPENSE

GENRES

• MOST REGULARLY WATCHED EVENTS

CENTER AROUND AWARD SHOWS AND

MUSIC

BEST NETWORK BUYS

MOST ANTICIPATED NEW

FALL SHOWS:

TV CONSUMPTION PROFILE

5

BEST MAINSTREAM MEDIA BUYS*

CONFIDENTIAL – ANNIE

BEST TELEVISION HOLIDAY BUYS…

BEST TELEVISION EVENT BUY…

PARENTS

*Index to all moviegoers and ranked by Index

Score where viewership is higher than 20%.

Viewership shown underneath title.

Methodology

GENERAL MOVIEGOERS

DEMOGRAPHIC COMPARISON*

• Best Potentials are defined as moviegoers expressing “probable”

interest in seeing the film based on the trailer. Swings are defined as

moviegoers saying they “might or might not” have interest in seeing the film based on the trailer.

Conditional formatting: Orange

represents overindex vs. Moviegoers

overall , with blue representing segments that under-index 6

GENERAL

Male 86 103 104 151

Female 105 99 98 81

Female 13-17 104 108 103 55

Female 18-24 90 108 123 105

Female 25-34 100 102 99 94

Female 35-49 104 87 83 133

Male 35-49 78 98 115 180

White 89 102 110 133

AA 137 64 82 34

Latino 104 123 75 61

Musicals 140 71 50 39


Very Familiar 102 101 94 93

Unfamiliar 44 174 177 202

Annie


Relative to

Moviegoers

Overall, Definite

Audience…

Demographic CategoryAll

Definites

Best

Potentials Swings

Audience Targets

Rejectors

Strong fans of

Annie

Familiar with

Annie

Gender

Gender by

Age

Race

Female Skew

Interest is

strongest among

Females 35-49

and teen girls;

Males aren't

engaged

Strong AA

overindex; Slight

Latino overindex

Annie

Familiarity

Genre

Fanship

Strongest

overindex among

musical fans

KEY DIFFERENTIATORS • FEMALE SKEWING NETWORKS ARE

POPULAR, ALONG WITH OLDER

SKEWING PROGRAMMING

• ANTICIPATED FALL SHOWS REFLECT

INTEREST IN FEMALE DRIVEN AND

AFRICAN-AMERICAN COMEDIES

• EVENTS THAT INCLUDE THE HIGHEST

NUMBER OF INTERESTED CENTER

AROUND MUSIC

BEST NETWORK BUYS

MOST ANTICIPATED NEW

FALL SHOWS:

TV CONSUMPTION PROFILE

7

BEST MAINSTREAM MEDIA BUYS*


130

121

115

115

113

107

105

105

102

The Big Bang Theory

(35%)

American Dad (20%)

Family Guy (29%)

Criminal Minds (25%)

Ellen DeGeneres

Show (25%)

Family Feud (20%)

Modern Family (28%)

2 Broke Girls (20%)

NCIS (Any) (22%)

*Index to all moviegoers and ranked by Index

Score where viewership is higher than 20%.

Viewership shown underneath title.

GENERAL

BEST TELEVISION EVENT BUY…

BEST TELEVISION HOLIDAY BUYS…

Profile of

Definite Audience

Television

VIEW OF HOW TV SHOWS RANK AS POTENTIAL BUYS WHEN VIEWED

THROUGH THE LENS OF DEFINITE INTEREST VIEWERSHIP AND ABILITY TO

OVERINDEX MOVIEGOERS VIEWING HABITS OVERALL; INDICATOR SIZE

INDICATES SHOWS WHERE DEFINITES OVERINDEX SWING MOVIEGOERS

GRAPH ABOVE PRESENTS TONNAGE (REGULAR VIEWERSHIP) AGAINST

TARGETING (SHOWS THAT DEFINITE AUDIENCE WATCHES MORE

FREQUENTLY THAN THE OVERALL)

CIRCLES REPRESENT CURRENT/RETURNING SHOWS; CROSSES REPRESENT

NEW FALL SHOWS THAT HAVE AIRED; STARS REPRESENT NEW FALL SHOWS

THAT HAVE NOT AIRED

9 CONFIDENTIAL – ANNIE

TV SHOW VIEWERSHIP (ALL SHOWS)

INDEX SCORE (DEFINITES VS. ALL MOVIEGOERS)

REG

ULA

R V

IEW

ER

SH

IP (

%)

GENERAL

Television

TECHNICAL DEFINITION: REGULAR VIEWERSHIP >20% AND INDEX SCORE

(DEFINITES VS. ALL) RANGE 100-125. “STARRED” SHOWS ARE NEW

SHOWS WHICH HAVE NOT YET AIRED.

SIMPLIFIED DEFINITION: TV SHOWS WITH HIGH VIEWERSHIP LEVELS BUT ONLY

LOW-TO-MODERATE DIFFERENTIATION BETWEEN TARGET AUDIENCE

VIEWERSHIP LEVELS AND MOVIEGOER VIEWERSHIP LEVELS OVERALL. HEAVY

ON TONNAGE, BUT LIGHTER ON TARGETING

BIGGER INDICATORS REFLECT SHOWS WHERE DEFINITES OVERINDEX SWINGS

REFLECTING A MORE TARGETED BUY

TV SHOW VIEWERSHIP (MAINSTREAM)


GENERAL


REG

ULA

R V

IEW

ER

SH

IP (

%)

Television

TECHNICAL DEFINITION: REGULAR VIEWERSHIP 5%+ AND INDEX SCORE

(DEFINITES VS. ALL) RANGE 0-95.

SIMPLIFIED DEFINITION: TV SHOWS WITH MID-TO-HIGH VIEWERSHIP BUT

BELOW AVERAGE VIEWERSHIP ACROSS THE TARGET AUDIENCE RELATIVE TO

MOVIEGOERS OVERALL; HEAVY TONNAGE, BUT MISSES TARGET

BIGGER CIRCLES REFLECT SHOWS WHERE DEFINITES OVERINDEX SWINGS


TV SHOW VIEWERSHIP (INEFFICIENT)



REG

ULA

R V

IEW

ER

SH

IP (

%)

GENERAL

Television

TECHNICAL DEFINITION: REGULAR VIEWERSHIP RANGE 5%-20% AND

INDEX SCORE (DEFINITES VS. ALL) 130+ AND INDEX SCORE (DEFINITES

VS. SWINGS) 130+. “STARRED” SHOWS ARE NEW SHOWS WHICH HAVE NOT

YET AIRED; SQUARES REPRESENT NEW FALL SHOWS THAT HAVE AIRED

SIMPLIFIED DEFINITION: TV SHOWS WITH LOWER VIEWERSHIP OVERALL BUT

WELL-ABOVE AVERAGE VIEWERSHIP AMONG THE TARGET AUDIENCE

RELATIVE TO MOVIEGOERS OVERALL; LOW TONNAGE BUT HIGHLY TARGETED

BIGGER SHAPES REFLECT SHOWS WHERE DEFINITES OVERINDEX SWINGS


TV SHOW VIEWERSHIP (DIAMONDS)



REG

ULA

R V

IEW

ER

SH

IP (

%)

GENERAL

Television

TECHNICAL DEFINITION: REGULAR VIEWERSHIP RANGE <5% AND INDEX

SCORE (DEFINITES VS. ALL) 135+ AND INDEX SCORE (DEFINITES VS.

SWINGS) 135+.

SIMPLIFIED DEFINITION: TV SHOWS WITH VERY LOW VIEWERSHIP LEVELS

OVERALL BUT EXTREMELY HIGH VIEWERSHIP AMONG THE TARGET AUDIENCE

COMPARED TO MOVIEGOERS OVERALL; LOWEST TONNAGE, MOST

TARGETED

BIGGER CIRCLES OR SQUARES REFLECT SHOWS WHERE DEFINITES

OVERINDEX SWINGS REFLECTING A MORE TARGETED BUY

TV SHOW VIEWERSHIP (TINY MIGHTIES)



REG

ULA

R V

IEW

ER

SH

IP (

%)

GENERAL

Television

TV SHOW VIEWERSHIP


GENERAL OVERINDEX

PARENT TAKE OVERINDEX

ALL DEFINITES

Television

TOP 20

SHOWS BY

DEFINITE

VIEWERSHIP

REPRESENTS SHOWS THAT PARENTS WHO DEFINITELY WANT TO TAKE THEIR

KIDS TO SEE ANNIE OVERINDEX ON, ARE EQUALLY EFFECTIVE WITH BOTH

SAMPLES (WHERE THEY OVERLAP), AND UNDERINDEX ON RELATIVE TO

GENERAL MOVIEGOERS.

GENERAL MOVIEGOERS ‘FREQUENTLY’

NETWORK VIEWERSHIP


ABC Family 21% 30% 16% 9%

Disney Channel 19% 28% 11% 8%

Discovery 19% 25% 12% 12%

Cartoon Network 18% 25% 12% 10%

ESPN 19% 25% 14% 14%

A&E 18% 24% 11% 11%

Food Network 19% 24% 14% 9%

Nickelodeon 16% 24% 11% 6%

Comedy Central 19% 23% 18% 14%

TBS 16% 23% 13% 5%

MTV 15% 23% 13% 2%

USA Network 16% 23% 11% 9%

Lifetime 15% 23% 10% 4%

TNT 16% 22% 11% 9%

FX/FXX 17% 22% 15% 8%

History 18% 22% 15% 13%

E! 14% 22% 7% 4%

Disney XD 13% 22% 7% 2%

Animal Planet 14% 21% 10% 5%

AMC 16% 21% 14% 10%

Top 20 Shown

(Ranked by All

Definites)

Audience Targets

All Definites

Best

Potentials Swings

All

Moviegoers

Television


‘FREQUENTLY’ NETWORK VIEWERSHIP BY

NON-WHITE GENERAL MOVIEGOERS

BET 9% 15% 29% 16%

VH1 11% 17% 26% 22%

Disney Channel 19% 28% 25% 35%

ESPN 19% 25% 25% 36%

Lifetime 15% 23% 24% 26%

Food Network 19% 24% 24% 30%

USA Network 16% 23% 24% 29%

Cartoon Network 18% 25% 23% 29%

ABC Family 21% 30% 23% 38%

Nickelodeon 16% 24% 23% 31%

OWN 10% 16% 23% 21%

MTV 9% 15% 22% 28%

TNT 16% 22% 21% 26%

Bravo 14% 20% 21% 28%

TBS 16% 23% 21% 28%

Disney XD 13% 22% 20% 27%

TLC 15% 21% 20% 29%

FX/FXX 17% 22% 20% 26%

CNN 13% 20% 20% 25%

A&E 18% 24% 20% 28%

Top 20 Shown

(Ranked by AA

Definites)All

Moviegoers

Audience Targets

All Definites AA Definites

Hispanic

Definites

Television


PARENT MOVIEGOERS ‘FREQUENTLY’

NETWORK VIEWERSHIP

Discovery 19% 25% 32%

Disney Channel 19% 28% 32%

ABC Family 21% 30% 31%

National Geographic 14% 20% 31%

ESPN 19% 25% 30%

USA Network 16% 23% 29%

Food Network 19% 24% 29%

A&E 18% 24% 29%

Cartoon Network 18% 25% 28%

CNN 13% 20% 27%

History 18% 22% 27%

TNT 16% 22% 27%

Nickelodeon 16% 24% 27%

TBS 16% 23% 26%

Animal Planet 14% 21% 25%

FX/FXX 17% 22% 25%

Lifetime 15% 23% 25%

Disney XD 13% 22% 25%

MTV 15% 23% 25%

Comedy Central 19% 23% 24%

Top 20 Shown

(Ranked by Parent

Definites)

Audience Targets

All Definites

All Parent

Definites (Take)All Moviegoers

Television

GENERAL MOVIEGOERS ‘REGULAR’

SHOW VIEWERSHIP


Television

The Big Bang Theory 36% 35% 36% 42%

Family Guy 28% 29% 28% 25%

Modern Family 27% 28% 25% 27%

The Walking Dead 25% 26% 22% 23%

The Voice 22% 26% 19% 19%

The Simpsons 25% 25% 25% 25%

Ellen DeGeneres Show 23% 25% 23% 20%

Criminal Minds 21% 25% 19% 11%

Dancing With the Stars 21% 24% 19% 16%

Law & Order (Any) 22% 24% 23% 19%

CSI (Any) 21% 24% 18% 13%

Two and a Half Men 21% 24% 19% 19%

NCIS (Any) 21% 22% 19% 20%

Shark Tank 19% 21% 17% 18%

American Dad 19% 20% 19% 18%

2 Broke Girls 17% 20% 14% 15%

Family Feud 18% 20% 18% 16%

Gotham 20% 19% 19% 23%

Bones 17% 18% 17% 12%

60 Minutes 16% 18% 15% 13%

Top 20 Shown

(Ranked by All

Definites)All

Moviegoers

Audience Targets

All Definites

Best

Potentials Swings

‘REGULAR’ SHOW VIEWERSHIP BY NON-

WHITE GENERAL MOVIEGOERS


Scandal 12% 17% 43% 11%

Black-ish 11% 14% 37% 5%

Love & Hip Hop (Any) 7% 11% 36% 7%

Family Guy 28% 29% 34% 26%

Law & Order (Any) 22% 24% 34% 17%

Criminal Minds 21% 25% 33% 20%

The Real Housewives

(Any)11% 14% 32% 10%

The Simpsons 25% 25% 32% 23%

Real Husbands of

Hollywood5% 8% 30% 3%

CSI (Any) 21% 24% 29% 20%

TMZ (The TV show, not

website)14% 18% 29% 17%

The Walking Dead 25% 26% 29% 24%

The Big Bang Theory 36% 35% 28% 28%

Shark Tank 19% 21% 28% 16%

Dancing With the Stars 21% 24% 27% 23%

106 & Park 5% 8% 27% 3%

American Dad 19% 20% 27% 17%

How to Get Away with

Murder14% 15% 27% 13%

Family Feud 18% 20% 26% 16%

The Game 5% 7% 26% 4%

Top 20 Shown

(Ranked by AA

Definites)All

Moviegoers

Audience Targets

All Definites AA Definites

Latino

Definites

Television


Television

PARENT MOVIEGOERS ‘REGULAR’ SHOW

VIEWERSHIP

CSI (Any) 21% 24% 27%

The Walking Dead 25% 26% 27%

The Simpsons 25% 25% 27%

The Voice 22% 26% 27%

The Big Bang Theory 36% 35% 27%

Law & Order (Any) 22% 24% 27%

20/20 16% 18% 27%

Modern Family 27% 28% 26%

Family Guy 28% 29% 25%

Dancing With the Stars 21% 24% 25%

60 Minutes 16% 18% 25%

Two and a Half Men 21% 24% 24%

48 Hours 14% 17% 23%

Shark Tank 19% 21% 23%

Ellen DeGeneres Show 23% 25% 22%

Dateline NBC 15% 16% 22%

Criminal Minds 21% 25% 22%

NCIS (Any) 21% 22% 21%

Dr. Oz Show 13% 17% 20%

Scandal 12% 17% 20%

Top 20 Shown

(Ranked by Parent

Definites)

Audience Targets

All Definites

All Parent


20

‘REGULAR' VIEWERSHIP OF RE-RUNS

Big Bang Theory 38% 41% 39% 35%

Family Guy 34% 36% 38% 25%

Two And A Half Men 24% 29% 24% 16%

Modern Family 25% 27% 28% 15%

American Dad 23% 27% 24% 15%

How I Met Your Mother 22% 25% 24% 18%

Seinfeld 20% 20% 18% 19%

King of the Hill 16% 19% 17% 12%

The Office 16% 18% 18% 11%

Mike and Molly 11% 15% 11% 4%

30 Rock 10% 11% 11% 5%

Top 10 Shown

(Ranked by All

Definites)All

Moviegoers

Audience Targets

All Definites

Best

Potentials Swings


Television

21

GENERAL

‘REGULAR' VIEWERSHIP OF RE-RUNS


Television

Big Bang Theory 38% 41% 41%

Two And A Half Men 24% 29% 34%

Family Guy 34% 36% 33%

American Dad 23% 27% 27%

Modern Family 25% 27% 25%

Seinfeld 20% 20% 24%

How I Met Your Mother 22% 25% 20%

King of the Hill 16% 19% 19%

The Office 16% 18% 17%

Mike and Molly 11% 15% 16%

30 Rock 10% 11% 14%

Top 10 Shown

(Ranked by Parent

Definites)All Moviegoers

Audience Targets

All Definites

All Parent

Definites (Take)

22

PARENTS

Constantine 33% 37% 28% 22%

Wake Up Call 24% 30% 23% 14%

Jane The Virgin 23% 30% 22% 9%

The McCarthy's 22% 27% 21% 14%

State of Affairs 20% 26% 18% 10%

Cristela 19% 25% 16% 11%

Benched 17% 22% 15% 10%

Ascension 19% 21% 15% 20%

Top Shown

(Ranked by All

Definites)All

Moviegoers

Audience Targets

All Definites

Best

Potentials Swings

ANTICIPATED NEW SHOWS

AMONG GENERALS

Constantine 33% 37% 38%

State of Affairs 20% 26% 36%

Wake Up Call 24% 30% 35%

Jane the Virgin 23% 30% 30%

Ascension 19% 21% 27%

The McCarthy's 22% 27% 26%

Cristela 19% 25% 25%

Benched 17% 22% 24%

Top Shown

(Ranked by Parent

Definites)

Audience Targets

All Definites

All Parent


ANTICIPATED NEW SHOWS

AMONG PARENTS


Television

23

SPORTS WATCHED ‘REGULARLY’

AMONG GENERALS


Television

National Football League

(NFL)48% 51% 44% 46%

National Basketball

Association (NBA)28% 33% 25% 21%

College Football 27% 30% 22% 20%

Major League Baseball (MLB) 28% 29% 23% 31%

College Basketball 18% 22% 13% 15%

Top 5 Shown

(Ranked by All Definites) All

Moviegoers

Audience Targets

All Definites

Best

Potentials Swings

National Football League (NFL) 48% 51% 57%

National Basketball Association

(NBA)28% 33% 41%

College Football 27% 30% 33%

Major League Baseball (MLB) 28% 29% 33%

Soccer 16% 20% 27%

Top 5 Shown

(Ranked by Parent Definites)

Audience Targets

All Definites

All Parent

Definites

(Take)All Moviegoers

SPORTS WATCHED ‘REGULARLY’

AMONG PARENTS

24


Television


Television

HOLIDAY SPECIALS LIKELY TO WATCH

AMONG GENERALS

25

A Charlie Brown Christmas 52% 57% 50% 46%

Frosty the Snowman 50% 55% 48% 41%

Rudolph the Red Nosed

Reindeer50% 52% 50% 45%

The Macy’s Thanksgiving Day

Parade44% 50% 43% 35%

Santa Claus is Coming to Town 42% 46% 42% 30%

Toy Story Christmas Special 38% 42% 42% 26%

Christmas in Rockefeller

Center25% 33% 23% 15%

TBS’ A Christmas Story

Marathon28% 30% 29% 21%

Grumpy Cat’s Worst Christmas

Ever22% 25% 21% 19%

Peter Pan: The Live Musical 17% 22% 13% 10%

Top 10 Shown

(Ranked by All

Definites)All

Moviegoers

Audience Targets

All Definites Best Potentials Swings


Television


Television

HOLIDAY SPECIALS LIKELY TO WATCH

AMONG PARENTS

26

A Charlie Brown Christmas 52% 57% 55%

Frosty the Snowman 50% 55% 51%

Rudolph the Red Nosed

Reindeer50% 52% 49%

The Macy’s Thanksgiving

Day Parade44% 50% 48%

Santa Claus is Coming to

Town42% 46% 47%

Toy Story Christmas

Special38% 42% 45%

Christmas in Rockefeller

Center25% 33% 39%

TBS’ A Christmas Story

Marathon28% 30% 33%

Peter Pan: The Live Musical 17% 22% 27%

Grumpy Cat’s Worst

Christmas Ever22% 25% 22%

Top Shown

(Ranked by Parent

Definites)All Moviegoers

Audience Targets

All Definites

All Parent Definites

(Take)

Digital

DIGITAL (NETWORK/OTT ONLY)

VIEW OF HOW NETWORK/OTT SITES RANK WITH MOVIEGOERS WHO ARE

DEFINITELY INTERESTED EXCLUDING CATEGORY LEADER NETFLIX

GRAPH ABOVE PRESENTS TONNAGE (REGULAR VISITATION) AGAINST

INTENSITY (SITES THAT ARE VISITED AT LEAST “DAILY”); BUBBLE SIZE REFLECTS

TOTAL TONAGE

BUBBLE COLOR INDICATES HIGHEST ENGAGEMENT SITES AMONG DEFINITELY

INTERESTED MOVIEGOERS


GENERAL

Digital

DIGITAL (NETWORK/OTT ONLY)

VIEW OF HOW NETWORK/OTT SITES RANK WITH PARENT TAKE DEFINITES

WHO ARE DEFINITELY INTERESTED EXCLUDING CATEGORY LEADER NETFLIX



TOTAL TONAGE




PARENTS

Digital

Increases

among Parents

vs. Generals

Decreases

among Parents

vs. Generals

Digital

VIEW OF HOW SOCIAL MEDIA/MESSAGING SITES RANK WITH MOVIEGOERS

WHO ARE DEFINITELY INTERESTED EXCLUDING CATEGORY LEADER FACEBOOK



TOTAL TONAGE




DIGITAL (MEDIA/MESSAGING) GENERAL

Digital

VIEW OF HOW SOCIAL MEDIA/MESSAGING SITES RANK WITH PARENT TAKE

DEFINITES WHO ARE DEFINITELY INTERESTED EXCLUDING CATEGORY LEADER

FACEBOOK



TOTAL TONAGE




DIGITAL (MEDIA/MESSAGING)

Increases

among Parents

vs. Generals

Decreases

among Parents

vs. Generals

PARENTS

Digital

DIGITAL (MUSIC/OTHER WEBSITES)

VIEW OF HOW MUSIC/OTHER WEBSITES RANK WITH MOVIEGOERS WHO ARE

DEFINITELY INTERESTED EXCLUDING CATEGORY LEADER YOUTUBE



TOTAL TONAGE




GENERAL

Digital

DIGITAL (MUSIC/OTHER WEBSITES)

VIEW OF HOW MUSIC/OTHER WEBSITES RANK WITH PARENT TAKE DEFINITES

WHO ARE DEFINITELY INTERESTED EXCLUDING CATEGORY LEADER YOUTUBE



TOTAL TONAGE




Increases

among Parents

vs. Generals

Decreases

among Parents

vs. Generals

PARENTS

Definite Interest

Advanced Segmentation

METHODOLOGY

DEFINITE AUDIENCE BREAKDOWN

TO UNDERSTAND DEFINITE INTEREST ON A DEEPER LEVEL, WE RAN A

SEGMENTATION ON THE DEFINITE INTEREST AUDIENCE BEYOND

SEGMENTATION BASED ON VIEWING URGENCY.

USING THE MAXDIFF RESULTS, WE WERE ABLE TO IDENTIFY THREE

SUBGROUPS OF DEFINITE MOVIEGOERS AND TEASE OUT THE MOST

COMPELLING MESSAGES FOR EACH SUBGROUP.

GENERAL AND PARENT GROUPS WERE SIMILAR, SO THEY ARE

COMBINED WHEN FOCUSING ON THE DETAIL OF EACH SEGMENT.

DEFINITE INTEREST BREAKDOWN


Stacks

Supporters

34%

Hard

Knock

Lifers

38%

New

School

Musical

28%

GENERAL

Stacks

Supporters

32%

Hard

Knock

Lifers

37%

New

School

Musical

31%

PARENT TAKE

Max/Diff Messaging

Results

35

Max/Diff Messaging

Results

MESSAGING ANNIE • Focus on Annie as she wins the heart of billionaire Will

Stacks.

• Highlight Will’s personal journey to becoming the father

he never thought he’d be.

• Lightly add in elements of drama with the return of

Annie’s birth parents to create conflict.

• The pedigree and musical aspects are not strong

drivers.

• Focus too heavily on Annie’s life as a foster child

• Focus on Annie’s journey from her lonely life of a foster

child to having a family of her own.

• Add in elements of the decisions Annie is faced with

when her birth parents resurface.

• The A-List executive producers and cast are not a

strong driver.

• Focus too heavily on Miss Hannigan’s evil plot to break

apart Annie and Will’s connection.

• Stack’s growing affection toward Annie is a strong driver.

• Focus on Stack’s change in perspective as he rethinks

family life.

• Highlight the betrayal Stacks faces when his manager

Guy tries to pull him away from Annie.

• The film’s pedigree is a bigger draw then the musical

aspect, however both elements trail story elements as

drivers.

• Focus too heavily on Annie’s life prior to connecting with

Stacks.

CONFIDENTIAL – ANNIE * Percent based on total percent of Definite Audience 36

Emphasis on the

uplifting story of

Annie winning over

Will Stacks as she

becomes part of his

family

All Definites

Emphasis on Will’s

road from self-serving

politician to loving

Dad

Stacks Supporters (33%)

Emphasis on Annie’s

journey into Will

Stack’s heart and

from foster kid to

family life

Hard Knock Lifers (37%)

Emphasis on the

pedigree, musical

aspects and lighter

story elements

New School Musical (27%)

• Focus on the pedigree behind the movie—including

executive producers and cast.

• Highlight the musical aspects featuring all new songs

coupled with classic favorites.

• Focus too heavily on the darker /sad elements, such as

Annie’s life as a foster child.

• The scheming between Will Stacks and his manager

Guy is not a strong driver .

Max/Diff Messaging

Results

WHO ARE THE SEGMENTS?

CONFIDENTIAL – ANNIE * Percent based on total percent of Definite Audience 37

• This group skews slightly female and has a strong

overindex among female teens 13-17

• Strongest AA overindex relative to other segments.

• Least likely to be strong fans of Annie and musicals.

• Their interest is in Will’s story. They want to see how

Annie changes him as a person and how

becoming a father completes his life.

Stacks Supporters (33%)

• This group is fairly gender balanced—overindexing

with older audiences 35-49

• Strong Caucasian overindex

• Strongly overindex as fans of musicals.

• Their interest is driven by the pedigree of the Annie

brand and their fanship of musicals.

New School Musical (27%)

• This group has the strongest overindex as being

female and is relatively balanced by age

• Strongest Latino overindex relative to other

segments

• Strongly overindex as fans of family movies.

• Most likely to be strong fans of Annie.

• Their interest is centered around Annie’s journey

from being in a foster home to finding her own

home.

Hard Knock Lifers (37%)

Demographics of Core

Audience Segments

DEMOGRAPHIC COMPARISON

CONFIDENTIAL – ANNIE 38

Male 86 71 95 107

Female 105 111 102 97

Female 13-17 104 101 122 85

Female 18-24 90 92 79 105

Female 25-34 100 101 101 99

Female 35-49 104 104 99 108

Male 35-49 78 57 90 103

White 89 88 89 91

AA 137 128 152 133

Latino 104 110 94 103

Musicals 140 153 110 151


Annie


Dads 99 90 110 124

Moms 117 124 104 118

Boys 100 89 105 80

Girls 100 112 95 121

Boys. 6-9 101 102 104 67

Boys, 10-12 99 75 106 93

Grils 6-9 107 130 92 100

Girls 10-12 93 94 98 141

Parents

Parents by

Kid Age/

Gender

New School

Musical

Stacks

Supporters

Within Definites

Gender

Genre

Fanship

Demographic Category

All Definites

Hard Knock

Lifers

Gender by

Age

Race

Parents by

Gender

Max/Diff Messaging

Results

TV PLACEMENTS BY SEGMENT*

CONFIDENTIAL – ANNIE 39

Hard Knock Lifers

This segment is more interested in female skewing shows that cater to younger and

older audiences.

1. 5. 2. 3. 4.

Stacks Supporters

This segment is more interested in shows that have a family or real-life struggle

element.

1. 5. 2. 3. 4.

New School Musical

This segment is more interested in entertainment news shows and female skewing

programming that tend to feature musical performances.

1. 5. 2. 3. 4.

* Top placements based on Top Indexers where

regular viewership is greater than 10%

Appendix


Appendix

WALLIS & FOX IMPACT

Very favorable 72% 69%

Somewhat favorable 24% 28%

Not very favorable 3% 2%

Not at all favorable 1% -

How favorable are you toward the

idea of Quvenzhane Wallis playing

Annie in the new Annie movie?

General

Definites

Parent Definites

(Take)

Doesn’t change my interest 35% 36%

Increases my interest 61% 60%

Decreases my interest 4% 4%

How does the idea of Quvenzhane

Wallis playing Annie in the new

Annie movie impact your interest in

seeing the movie in a theater?

General

Definites

Parent Definites

(Take)




Not at all favorable 1% 0%


idea of Will Stacks playing Annie

in the new Annie movie?

General

Definites

Parent Definites

(Take)




How does the idea of Jamie Foxx

playing Annie in the new Annie

movie impact your interest in


General

Definites

Parent Definites

(Take)

41


Appendix




Not at all favorable 1% -


idea of Quvenzhane Wallis playing

Annie in the new Annie movie?

General AA

Definites

Parent AA

Definites (Take)




How does the idea of Quvenzhane

Wallis playing Annie in the new

Annie movie impact your interest in


General AA

Definites

Parent AA

Definites (Take)

WALLIS & FOX IMPACT

(AMONG NON-WHITE MOVIEGOERS)




Not at all favorable 1% 0%


idea of Will Stacks playing Annie

in the new Annie movie?

General AA

Definites

Parent AA

Definites (Take)




How does the idea of Jamie Foxx

playing Annie in the new Annie

movie impact your interest in


General AA

Definites

Parent AA

Definites (Take)

42

Date post:	18-Apr-2018
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