Not All Oscars TV Viewers Avid Movie Goers.

While 33% of the viewers of the Academy Awards telecasts reported they go to the movies once a month or more, nearly 41% attend the movies less than once a month, according to an audience profile using Mediamark Research Inc. (MRI) data.

The data, fielded as far back as March/98 and as recently as April/2005, show an Oscar audience that has remained consistent in its demographic makeup. In both MRI data releases, 60% of the adult population who reported they had watched the Academy Awards in the past 12 months was female and 28% attended college.

Nearly 60% of the Oscar viewing audience in the MRI 2005 report was married, and 82% identified themselves as White. These findings are similar to the 2000 report. Although the majority said they had gone to the movies in the last six months (79% in the 2000 report and nearly 78% in the 2005 report), approximately 40% in both reports say they attend the movies less than once a month.

“The MRI profile of Academy Award viewers shows a consistent demographic make up. And while most of these viewers are movie-goers, just under 11% said they prefer to see a movie on opening weekend,” said Anne Marie Kelly, Vice President of Marketing and Strategic Planning at MRI. “

The 2000 MRI Doublebase Report was fielded between March of 1998 and April of 2000. The 2005 Doublebase Report was fielded between March of 2003 and April of 2005.

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