Irish are some of Europe’s top cinema-lovers
Four in five (81%) Irish adults have been to the cinema in the last 12 months
Four in five (81%) Irish adults have been to the cinema in the last 12 months, with over half of these cinemagoers (55%) saying they value the cinema above other leisure activities, according to new research commissioned by Pearl & Dean Ireland and conducted by Kantar Media.
Pearl & Dean is the first media owner to partner with Kantar Media on its TGI Plus solution in Ireland. The research was conducted by integrating bespoke cinema-going behaviour data with Kantar Media’s TGI consumer survey to create for Pearl & Dean a unique in-depth dataset of insights into Irish cinema-going habits and how brands and advertisers can best adapt their cinema advertising strategies to target effectively.
Irish leading the way in cinema-going across Europe
The data reveals that the Republic of Ireland (81%) is a leading market across Europe for cinema-going, ahead of Northern Ireland (73%) and Great Britain (68%). Cinema-going in Ireland has also surpassed pre-pandemic levels, which peaked at 76% in 2018.
Kantar Media’s TGI identified typical characteristics of the heavy cinemagoer in Ireland: 64% are between the ages of 16-44, with over half (57%) being male. The survey also found that a high proportion (64%) of heavy cinemagoers tend to be the main shoppers in the household and work full-time (55%), opening up opportunities for brands looking to target shoppers and busy working adults, who appreciate this downtime in the cinema.
