in Data & Insights

Who’s Looking for Dory? A Profile of People Interested in Pixar Movies

By Lauren Young, Data Insights Research Manager

Finding Dory – Sequel to Pixar’s beloved Finding Nemo and a return to their demographic sweet spot

“Just keep swimming,” Dory’s famous mantra, served her well as Finding Dory swam into theaters and broke box office records. The sequel to Pixar’s Finding Nemo follows forgetful Dory as she navigates the great sea to be reunited with her family. To celebrate Quantcast and Pixar’s presentation at Cannes, we dove into the data to understand how Pixar captures audiences’ attention and hearts.

Using Quantcast’s first-party data, we created a profile of the average Pixar searcher to find out who was most interested in their recent movie releases: Inside Out, The Good Dinosaur and Finding Dory. First, to get an understanding of a typical Pixar audience, we targeted adults (18+ year olds) that have searched for any Pixar movie in the last 3 months. Compared to the average U.S. online user, adults interested in Pixar skewed more toward females, 18-24 years old, income of $0-50K and no college education.

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Inside Out and The Good Dinosaur attracted a distinct profile

Inside Out, the clever look at a young girl’s complex emotional journey as she moves across the country with her family, drove interest from an audience heavily skewed toward females, higher incomes ($100K+) and college educated. A female-driven story featuring Amy Poehler and Mindy Kaling in starring roles helped drive interest in higher-powered females. Top professions included engineers and C-suite executives, while top interests were movies, music and travel.

The visually stunning and geographically accurate landscapes depicted throughout The Good Dinosaur may be the reason why the film attracted a predominantly male, higher-educated (university/graduate degrees) audience than the other films. The overrepresentation of information technology professionals, comic/animation enthusiasts and environmentalists resulted in a vastly different profile for The Good Dinosaur, a possible factor in it being the first Pixar movie to lose money.

Finding Dory was a closer match to our average Pixar fan profile, compared to The Good Dinosaur and Inside Out. Finding Dory searchers skewed more female, younger and lower income. Similar to a Pixar searcher, Finding Dory skewed heavily toward Hispanics. Top interests for these searchers included travel, movies and humor.

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As Pixar has proven time and again, when data is combined with creativity, it makes for a powerful story. From the classic Toy Story to Finding Dory, Pixar has been extremely successful at bringing creativity and technology together to tap into audience emotions of very diverse backgrounds. We definitely have Finding Dory on our summer watch list!DSC00037

About Quantcast

Quantcast has one of the world’s most sophisticated data-intelligence platforms, using big data and machine learning to solve the biggest challenges in marketing. Quantcast Measure is used by leading publishers for free audience measurement, including demographic and lifestyle insights powered by Quantcast Audience Grid. Quantcast Advertise is a leading programmatic advertising solution for reaching and influencing targeted audiences. Learn more at www.quantcast.com.

NetWise

NetWise Data has been a leader in the alternative data marketplace for online and offline channels since 2010. NetWise has a digital heritage in B2B marketing; segments include everything about the business and the employee.

Relevate Auto

Data Mentors/Relevate is data as a service solutions company. We are a builder of primary content and have been in the data business for over 35 years. Relevate Auto and Relevate New Movers data are insightful, with a focus on accuracy, time to market and value to the brand advertiser.