DCM reveals 2023’s highest-rated films for 16-34s

Digital Cinema Media (DCM), the UK’s largest cinema advertising sales house, revealed that Barbie, The Super Mario Bros Movie and Oppenheimer gained the highest 16-34 TVRs in 2023.

Last year, DCM launched its TVR reporting with PwC to align its planning and reporting with other AV channels, allowing direct comparisons between films and TV programmes for media agencies.

A TVR measures the popularity of a TV programme, daypart, commercial break or ad by comparing its audience to the population as a whole. One TVR is equivalent to 1% of a target audience.

Barbie was the biggest film of 2023 and the sixth largest in UK and Ireland history. It registered a TVR of 27.8 in the first 28 days and 12 within the first seven days — higher than the top-rated episodes of Britain’s Got Talent, Love Island and The Great British Bake Off.

Five of the top 10 titles were released between May and July, beginning with Guardians of the Galaxy Vol 3 and peaking with the success of “Barbenheimer” in July.

Another trend was family-friendly films like The Super Mario Bros Movie and Wonka performing well in the 16-34 demographic. The former was equal to Oppenheimer in terms of 16-34 TVRs, while Wonka outperformed several superhero films.

Karen Stacey, DCM’s CEO, commented: “Using our industry-recognised 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.”

DCM’s cinema TVR reports are available on the Adwanted Connected AV app — part of the same company as The Media Leader.