Who Watches the Oscars and Why?

It's Not Your Typical Couch Potato, Says Universal

McCann Media Research Study



Mar 24, 2000, 00:00 ET from Universal McCann

    NEW YORK, March 24 /PRNewswire/ -- Television audiences for the Academy
 Awards broadcast tend to be people who are not only more active movie-goers,
 but also more likely to participate in many types of social and cultural
 activities, according to a new Media in Mind(TM) media research study by
 Universal McCann, the media arm of the McCann-Erickson advertising agency.
     "Although Oscar viewers tend to be more avid moviegoers than non-viewers,
 they also have a much more intense interest in entertainment, fashion and
 culture," said Susan Nathan, Senior Vice President and Director of Media
 Research for Universal McCann, New York. "The bottom line is that Academy
 Award watchers are active consumers.  Whether choosing a lipstick, a movie or
 a cell phone, these consumers want to be in-the-know and ahead of the pack ...
 These are the people who not only want to discuss a movie around the office
 water cooler the Monday after it opens. They want to be on the leading edge of
 all things cultural."
     The Media in Mind(TM) analysis is based on in-depth questionnaires and
 personal diaries completed by randomly selected adults in the United States.
 The research is designed to uncover how media usage, such as Academy Award
 show viewing, fits into the context of a consumer's entire life.  Media in
 Mind(TM) looks at all types of activities, including movie going, in addition
 to consumer attitudes, opinions and attentiveness.
     "Although they seek out more entertainment in their homes, Academy Award
 watchers are certainly not typical couch potatoes," continued Nathan.  "They
 are more inclined to belong to a health club, to enjoy eating out and to enjoy
 shopping at department stores.  And, as expected, they go to the movie theater
 about 30% more often than non-viewers."
     In addition to entertainment and culture, Oscar watchers also have a
 strong interest in fashion and their personal appearance.  "Essentially, they
 tend to emulate a celebrity-type lifestyle," explained Nathan.  "The Academy
 Awards telecast and the surrounding media blitz have grown to focus as much on
 fashion and celebrity lifestyles as 'who wins what,' so it makes sense the
 show's audience would share these lifestyle interests."
     For all its glitz and glamour, the Oscars still tend to attract more
 active moviegoers who put a premium on a film's critical acclaim.  Over 61
 percent of Oscar watchers consider awards and nominations to be an important
 factor in their decision to see a movie, versus 39 percent of non-Oscar
 viewers. Academy Award watchers are also slightly more inclined to consider
 advertising -- from movie trailers to newspaper advertisements -- an important
 factor in the decision-making process to see a movie.  "In general, they not
 only watch award shows, but they read reviews and pay attention to movie
 advertisements," noted Nathan.
     In this research survey, Oscar viewers are considered survey respondents
 who answered "yes" to the question "I watched the Academy Awards in the past
 year."  The total sample included 4,000 respondents nationally and the survey
 was conducted last November.
 
     Universal McCann is the media planning and buying arm of McCann-Erickson
 Worldwide, the largest worldwide advertising agency with operations in 127
 countries.
 
 

SOURCE Universal McCann
    NEW YORK, March 24 /PRNewswire/ -- Television audiences for the Academy
 Awards broadcast tend to be people who are not only more active movie-goers,
 but also more likely to participate in many types of social and cultural
 activities, according to a new Media in Mind(TM) media research study by
 Universal McCann, the media arm of the McCann-Erickson advertising agency.
     "Although Oscar viewers tend to be more avid moviegoers than non-viewers,
 they also have a much more intense interest in entertainment, fashion and
 culture," said Susan Nathan, Senior Vice President and Director of Media
 Research for Universal McCann, New York. "The bottom line is that Academy
 Award watchers are active consumers.  Whether choosing a lipstick, a movie or
 a cell phone, these consumers want to be in-the-know and ahead of the pack ...
 These are the people who not only want to discuss a movie around the office
 water cooler the Monday after it opens. They want to be on the leading edge of
 all things cultural."
     The Media in Mind(TM) analysis is based on in-depth questionnaires and
 personal diaries completed by randomly selected adults in the United States.
 The research is designed to uncover how media usage, such as Academy Award
 show viewing, fits into the context of a consumer's entire life.  Media in
 Mind(TM) looks at all types of activities, including movie going, in addition
 to consumer attitudes, opinions and attentiveness.
     "Although they seek out more entertainment in their homes, Academy Award
 watchers are certainly not typical couch potatoes," continued Nathan.  "They
 are more inclined to belong to a health club, to enjoy eating out and to enjoy
 shopping at department stores.  And, as expected, they go to the movie theater
 about 30% more often than non-viewers."
     In addition to entertainment and culture, Oscar watchers also have a
 strong interest in fashion and their personal appearance.  "Essentially, they
 tend to emulate a celebrity-type lifestyle," explained Nathan.  "The Academy
 Awards telecast and the surrounding media blitz have grown to focus as much on
 fashion and celebrity lifestyles as 'who wins what,' so it makes sense the
 show's audience would share these lifestyle interests."
     For all its glitz and glamour, the Oscars still tend to attract more
 active moviegoers who put a premium on a film's critical acclaim.  Over 61
 percent of Oscar watchers consider awards and nominations to be an important
 factor in their decision to see a movie, versus 39 percent of non-Oscar
 viewers. Academy Award watchers are also slightly more inclined to consider
 advertising -- from movie trailers to newspaper advertisements -- an important
 factor in the decision-making process to see a movie.  "In general, they not
 only watch award shows, but they read reviews and pay attention to movie
 advertisements," noted Nathan.
     In this research survey, Oscar viewers are considered survey respondents
 who answered "yes" to the question "I watched the Academy Awards in the past
 year."  The total sample included 4,000 respondents nationally and the survey
 was conducted last November.
 
     Universal McCann is the media planning and buying arm of McCann-Erickson
 Worldwide, the largest worldwide advertising agency with operations in 127
 countries.
 
 SOURCE  Universal McCann