Who is the Likely Teenage Mutant Ninja Turtles Watcher?

Leonardo, Raphael, Michelangelo and Donatello are finally reemerging on the big screen. After 3 years of the movie getting pushed back, the Teenage Mutant Ninja Turtles are making their return in a new live-action concept. We wanted to better understand those who are most likely to see the movie, which comes out in August, and also to take a closer look at what cross-promotional marketing opportunities might be missed beyond the TMNT character-and-pizza eating narrative.

For most of May and June, we had been asking people across the U.S. about their likelihood of watching the movie. With 7,455 responses, 18% of people who answered the question responded that they are very or somewhat likely to see the new Teenage Mutant Ninja Turtle movie.

Below are insights on the likely Teenage Mutant Ninja Turtle watcher, which combines those who are very likely plus somewhat likely to see the movie, compared to those not at all likely to see the movie (for more data check out our Huffington Post article on the movie):

Demographics:

• The likely watchers are 2X as likely as those not planning to see the movie to be 29 and under.
• Hispanics and African-Americans are much more likely to see the movie. 34% of Hispanics and 28% of African-Americans are likely to see the movie, compared to only 16% of Whites/Caucasians.
• 44% of the likely watchers aren’t married and 50% don’t have children.
• Those planning to see the TMNT movie are 88% more likely to speak more than one language fluently.

Technology Usage:

• The likely watchers are 72% more likely to play video games at least weekly.
• 21% of likely viewers share entertainment news via social media frequently, vs. only 7% of those not planning to see the movie.
• Those planning to see the TMNT movie are 41% more likely to tell others about new brands or technology.
• 46% of the likely watchers say friends and contacts on social media influence their purchases.
• They are 2X as likely to be addicted to their digital devices when compared to non-watchers.

Entertainment:

• TMNT watchers are more likely to attend sporting events. In fact, they are 54% more likely to attend sporting events at least once a month.
• Over half (54%) of those likely to see the movie enjoy Comedy Central, vs. only 32% of non-watchers.
• The likely watchers are 2X more likely than those not planning to see the movie to love or like the Iron Man movies.
• They also like Twilight. Likely watchers are almost 3X more likely than those not planning to see the movie to love or like the Twilight Saga series.
• 24% of those who are likely to see the TMNT movie go to the movies once a month or more.

We also looked at what brands the likely Teenage Mutant Ninja audience over-index on compared to the general population, which can be very valuable information for Paramount:

The likely movie watchers love caffeine, fast casual and casual restaurants, and casual retail stores. For more on brands they don’t like, check out our Huffington Post article. This data combined with the profile of the likely watcher can be very helpful for Paramount’s overall marketing and advertising strategy.

There is one last very important insight we will leave you with – after polling over 4,000 people in the last 3 months, we found that Michelangelo is the favorite Teenage Mutant Ninja Turtle. Cowabunga, dude!