25 Days of Data - Day 13

On 1 November, the British Library marked the 20th anniversary of the publication of ‘Harry Potter and the Philosopher’s Stone’ with a special history of magic exhibition, we take a look at the enduring power of Harry Potter to inspire children and adults alike, what makes Harry Potter fans different to the average adult in Britain and how they can most effectively be engaged.

Data from TGI, Kantar Media's study of consumer behaviour and characteristics reveals that over a million adults (aged 15+) claim to have visited the Warner Bros Studio Tour: ‘The Making of Harry Potter’ in the past year.

They are a fifth more likely than the average adult to be female, almost twice as likely to have a family income of £75,000 or more and over twice as likely to be in the TGI Lifestage groups ‘Fledglings’ (aged 15-34, not married/living as couple, do not live with relations) and ‘Secondary School Parents’ (live with son/daughter and youngest child aged 10-15) – demonstrating the power of Harry Potter both over young independent adults and those with older children who no doubt have seen their offspring become addicted to the Harry Potter stories, in many cases following in their parents’ footsteps.

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