DC COMICS-THE NEW 52 PRODUCT LAUNCH RESEARCH RESULTS

DC COMICS-THE NEW 52 PRODUCT LAUNCH RESEARCH RESULTS

By DCE Editorial Thursday, February 9th, 2012
Last year, DC Entertainment worked with The Nielsen Company on a consumer research study surveying readers of DC COMICS-THE NEW 52 periodicals. Here are some interesting takeaways from their findings, which were conducted via in-store, online and e-mail surveys:
  • The launch of DC COMICS-THE NEW 52 galvanized the traditional fan base for superhero comic books: male readers, who were already—or have at one time been—comic book fans.
  • The survey results are not a reflection of all comic book readers or the broader audience for graphic novels. This was a survey of consumers who specifically purchased DC COMICS-THE NEW 52 comic books, either in print or digital format.
  • DC COMICS: THE NEW 52 appealed mainly to avid fans and lapsed readers. More than 70% of those surveyed categorized themselves as avid fans who visit the comic book store every week. More than a quarter of in-store consumers were lapsed readers. The survey indicates that 5% of those polled identified themselves as first-time, new readers.
  • More than 50% of DC COMICS-THE NEW 52 readers were between the ages of 13 and 34. And more than 50% of in-store DC COMICS-THE NEW 52 consumers had an annual income of $60K or less. The data supports and arguably validates our philosophy of holding the line at $2.99 which DCE is committed to maintaining.
  • The majority of titles generated strong interest and likely reader retention.
  • Avid Fans purchased up to 20 titles out of the 52 titles.
  • Digital: of dual mode readers, digital is far from replacing print.
  • Impulse buys: Up to four-in-ten respondents reported that a NEW 52 title they were interested in (at a physical store location) was out of stock. Nearly two-thirds made a spontaneous purchase.
We expect that there will be a lot of interest in the results of the Nielsen survey. For more information, head over to ICV2 for an exclusive interview with John Rood, DC Entertainment’s EVP of Sales, Marketing and Business Development.