© 2011 experian information solutions, inc. all rights reserved. experian and the marks used herein...

© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian.

Experian SimmonsNational Consumer Study

Advertising Outside the Home for DPAA

March 2011

© 2011 Experian Information Solutions, Inc. All rights reserved. 2

Experian Simmons - Single SourceDelivering 360 Degree Insight on the American Consumer

NationalConsumer/Hispanic

Study

SimmonsDataStream

SimmonsLocal

CustomResearch

Multi-MediaEngagement/New Media

Kids &Teens

Consumer


Experian SimmonsSimmons National & Hispanic Consumer Studies


Study

National Consumer Study

25,000 adults annually Continuous

measurement Quarterly Release 60,000 personal and

household measures 500 categories 8,000 brands &

products 600+ attitudes and

opinions All forms of media Syndicated and

specialty segmentations

SimmonsDataStream

SimmonsLocal

CustomResearch


Kids &Teens

Consumer

Hispanic Study All NCS measures Over 7,000 Hispanic

adults living in the U.S. Heritage Language preferences Spanish-language

media Hispanic specific

lifestyle / psychographic attributes


Experian Simmons From Adults to Simmons Kids and Teens


Study

SimmonsDataStream

SimmonsLocal

CustomResearch


Kids Over 2,000 kids ages 6

to 11 Media, product

consumption, brands

and product usage Psychographic

questions about

fashion, multiple media

channels, money,

parents, friends, self-

image, the Internet,

media usage Released twice a year,

on a rolling 12-month

sample

Kids &Teens

Consumer

Teens Over 2,000 teens ages

12 to 17 Media, product and

brand consumption, services ownership, purchase and usage

In-depth demographics Lifestyle/

psychographics Released twice a year,

on a rolling 12-month sample


Experian Simmons From National to SimmonsLOCAL

SimmonsLocal

SimmonsLOCAL 209 DMAs Insight down to ZIP5

level Largest local analysis

database available County and ZIP code

mapping Complete media

consumption data for

each market, including

broadcast TV, cable,

newspaper, magazine,

radio and Internet


Study

SimmonsDataStream

CustomResearch


Kids &Teens

Consumer

Unprecedented in-tabs of up to 50,000 per DMA

60,000 personal and household measures

Product purchase behavior across over 500 categories

Brand preference on 8,000 brands & products

600+ attitudes and opinions


Experian Simmons DataStreamSM

Single source of weekly consumer insights

SimmonsDataStream


Study

SimmonsLocal

CustomResearch


Kids &Teens

Consumer

Over 60,000 NCS measures updated weekly

Advertising effectiveness analysis

Demonstrate

accountability for marketing spend

Track brand performance

Brand health for products or media properties

Competitive brands

Monitor consumer trends

Shifts in consumer behaviors, opinions and lifestyle

Detect critical market movements sooner


Simmons National Consumer Study

Video Advertising Outside the Home

© 2011 Experian Information Solutions, Inc. All rights reserved 7


Simmons National Consumer StudyAdvertising Outside the Home – video advertisements

7 days 30 days

Video Advertisements Noticed Adults 18+ HispanicsNon

HispanicsAdults 18+ Hispanics

Non Hispanics

Airports 3.6% 4.7% 3.4% 12.4% 15.1% 11.9%Doctor's Office or Hospital Waiting Area 8.8% 9.8% 8.6% 23.7% 27.1% 23.0%Elevators 4.2% 4.9% 4.1% 9.3% 12.9% 8.6%Gas Stations 22.7% 21.0% 23.1% 32.1% 33.2% 31.9%Health Club/ Gym 4.9% 5.1% 4.9% 9.3% 11.8% 8.9%Inside Taxis 1.8% 2.3% 1.7% 5.0% 7.4% 4.5%Large Retail or Department Stores 15.1% 15.2% 15.1% 28.6% 29.9% 28.4%Office Buildings ( Not In The Elevator) 3.1% 3.7% 3.0% 7.6% 10.5% 7.1%Restaurants or Bars 15.7% 13.7% 16.0% 27.8% 28.0% 27.8%Riding Public Transport (bus, trains, subway) 4.6% 6.1% 4.3% 9.1% 14.0% 8.2%Shopping Malls 13.5% 12.8% 13.6% 27.8% 30.6% 27.3%Sports Stadiums or Arenas 4.1% 4.5% 4.0% 11.3% 13.9% 10.8%Waiting For Public Transport (platform/ shelter) 3.7% 4.5% 3.5% 7.9% 12.2% 7.1%

NET 39.6% 39.1% 39.7% 55.9% 55.2% 56.1%

Source: Simmons Fall 2010 NHCS 6-Month

Almost 40% of U.S. Adults 18+ noticed video advertisements outside the home in the last 7 days and almost 56% in the last 30 days



7 days 30 days

Video Advertisements Noticed(Index)

HispanicsNon

Hispanics (Index)Hispanics

Non Hispanics

Airports 111 98 115 97Doctor's Office or Hospital Waiting Area 116 97 139 93Elevators 92 101 103 99Gas Stations 103 99 126 95Health Club/ Gym 130 94 149 91Inside Taxis 100 100 105 99Large Retail or Department Stores 117 97 138 93Office Buildings ( Not In The Elevator) 88 102 101 100Restaurants or Bars 134 94 153 90Riding Public Transport (bus, trains, subway) 95 101 110 98Shopping Malls 112 98 124 96Sports Stadiums or Arenas 123 96 155 90Waiting For Public Transport (platform/ shelter) 111 98 115 97

Hispanic consumers overall are more receptive to video advertisements outside the home than Non-Hispanic consumers

Source: Simmons Fall 2010 NHCS 6-MonthRed = Index 110 and above



Hispanics Non-Hispanics

noticed past 7 days Age MedianHHI

MedianDSE*

MedianAge Median

HHI median

DSE Median

($) ($) ($) ($)Airports 36.4 67,500 11,874 44.8 67,800 12,129Doctor's Office or Hospital Waiting Area 39 54,500 8,737 51.8 53,100 10,482Elevators 37.5 58,500 10,947 44.7 63,800 11,001Gas Stations 36.4 52,200 9,222 45.2 60,800 11,102Health Club/ Gym 32.6 58,300 9,252 42.6 67,100 13,613Inside Taxis 27.9 40,700 7,376 39.7 38,600 8,324Large Retail or Department Stores 37.7 55,300 9,698 47.4 62,100 11,397Office Buildings ( Not In The Elevator) 37.8 54,700 8,827 43.2 73,300 11,459Restaurants or Bars 38.6 53,200 9,093 46.2 61,200 11,166Riding Public Transport (bus, trains, subway) 34.7 50,300 6,374 42.8 48,500 8,729Shopping Malls 38.8 60,100 10,929 46.7 67,500 11,657Sports Stadiums or Arenas 35 57,300 8,315 41.8 67,800 11,706Waiting For Public Transport (platform/ shelter) 41 52,600 7,147 39.4 55,900 8,467

NET 36.5 51,000 8,450 46.2 63,500 11,695

Source: Simmons Fall 2010 NHCS 6-Month*Discretionary Spend Estimate :

an estimated dollar amount of a household’s annual spend on discretionary expenses

Hispanic consumers tend to be younger with HHI $51K and discretionary spend estimate $8,450, while Non-Hispanics are older, have more income and discretionary spend estimate



7 days 30 days

Adults 18+ HispanicsNon

HispanicsAdults 18+ Hispanics

Non Hispanics

Age Median 44.6 36.5 46.2 43.9 36.2 45.5

Age Mean 45.3 39.4 46.4 44.7 39.2 45.7

HHI median 61,100 51,000 63,500 60,300 51,800 62,200

HHI mean 83,900 65,400 87,300 84,300 67,300 87,500

DSE Median 11,176 8,450 11,695 10,954 8,903 11,355

DSE Mean 14,105 10,828 14,715 13,999 11,241 14,513

Source: Simmons Fall 2010 NHCS 6-Month*Discretionary Spend Estimate :

an estimated dollar amount of a household’s annual spend on discretionary expenses

American consumers who noticed advertising in places outside their home tend to be approximately 44 years of age, with household income of $60,00 and estimated discretionary spending of $11,000 annually



Non-Hispanics TV Prime Time Viewing

noticed past 7 daysquintile 1 (highest)

quintile 2 (2nd highest)

quintile 3 (middle)

quintile 4 (2nd lowest)

Airports 84 109 112 106Doctor's Office or Hospital Waiting Area 128 124 77 103Elevators 86 132 101 109Gas Stations 116 115 104 93Health Club/ Gym 86 113 125 112Inside Taxis 79 168 43 126Large Retail or Department Stores 121 127 97 85Office Buildings ( Not In The Elevator) 97 134 78 90Restaurants or Bars 122 111 100 91Riding Public Transport (bus, trains, subway) 103 121 92 84Shopping Malls 113 123 105 90Sports Stadiums or Arenas 102 144 90 98Waiting For Public Transport (platform/ shelter) 102 142 83 74

NET 115 112 102 95

Source: Simmons Fall 2010 NHCS 6-MonthRed = Index 110 and above


Simmons DataStream

Video Advertising Outside the Home



Simmons DataStreamAdvertising Outside the Home – video advertisements

5/24/2010

5/31/2010

6/7/2010

6/14/2010

6/21/2010

6/28/2010

7/5/2010

7/12/2010

7/19/2010

7/26/2010

8/2/2010

8/9/2010

8/16/2010

8/23/2010

8/30/2010

9/6/2010

9/13/2010

9/20/2010

9/27/2010

10/4/2010

10/11/2010

10/18/2010

10/25/2010

11/1/2010

11/8/2010

11/15/2010

11/22/2010

11/29/2010

12/6/2010

12/13/2010

12/20/2010

12/27/2010

1/3/2011

1/10/2011

1/17/2011

1/24/2011

-10%

0%

10%

20%

30%

40%

50%

60%

70%

-11% relative decrease+27% relative increase

Source: Experian Simmons DataStreamSM

1 or 4-week moving estimate Bases: Adults 18+

Target: Video Advertisements Outside of the home 30 days and 7 days

Percent of Adults who noticed video advertisements last 30 days or 7 days

Last 7 days

Last 30 days

7 days measures help to understand different trend cycles


Simmons DataStreamAdvertising Outside the Home – video advertisements

5/2

4/2

01

0

5/3

1/2

01

0

6/7

/20

10

6/1

4/2

01

0

6/2

1/2

01

0

6/2

8/2

01

0

7/5

/20

10

7/1

2/2

01

0

7/1

9/2

01

0

7/2

6/2

01

0

8/2

/20

10

8/9

/20

10

8/1

6/2

01

0

8/2

3/2

01

0

8/3

0/2

01

0

9/6

/20

10

9/1

3/2

01

0

9/2

0/2

01

0

9/2

7/2

01

0

10

/4/2

01

0

10

/11

/20

10

10

/18

/20

10

10

/25

/20

10

11

/1/2

01

0

11

/8/2

01

0

11

/15

/20

10

11

/22

/20

10

11

/29

/20

10

12

/6/2

01

0

12

/13

/20

10

12

/20

/20

10

12

/27

/20

10

1/3

/20

11

1/1

0/2

01

1

1/1

7/2

01

1

1/2

4/2

01

1

40%

42%

44%

46%

48%

50%

52%

54%

56%

58%

60%

Video Advertisements last 30 days

Non-video Advertisements last 30 days

While Video advertisements tend to appeal to a bigger audience, both video and non-video advertisements explosions have similar trend cycles

Percent of Adults who noticed video advertisements last 30 days

Source: Experian Simmons DataStreamSM

4-week moving estimate Bases: Adults 18+

Target: Video & Non-video Advertisements Outside of the home 30 days


Local Market Targeting

Advertising Outside the Home



SimmonsLOCALGeographic analysis of outdoor advertising targets

Source: Simmons LOCAL Spring 2010

Experian Simmons provides rich insight on consumers in over 200 media markets across the U.S.


New York

New Jersey

Connecticut

§̈¦95

§̈¦80

§̈¦495

§̈¦87

§̈¦287

§̈¦280§̈¦278

§̈¦78

§̈¦678

§̈¦295

§̈¦684

§̈¦478§̈¦78

§̈¦78

§̈¦95

§̈¦80 §̈¦95

§̈¦278

§̈¦287

§̈¦95

§̈¦287

§̈¦278

§̈¦78

§̈¦495

§̈¦495

§̈¦95

§̈¦287

§̈¦280

§̈¦87

£¤1

£¤130

£¤9

£¤46

£¤202

£¤9W

£¤7

£¤202

£¤9

£¤46

£¤1

£¤46

£¤1

£¤202

£¤9

£¤1

£¤1£¤202

£¤202

£¤9

New York

Newark

Yonkers

Paterson

Stamford

Elizabeth

Jersey City

Rye

Etra

Lodi

Deal

Wall

Viola

Nyack

Islip

Bronx

Wayne

Union

Clark

Fords

OceanEarle

Texas

Tracy

Elton

Dover

Lyons

Elwood

Roslyn

Elmont

Inwood

Armonk

Pelham

Nanuet

Tappan

Ramapo

Edison

Alpine

Mahwah

Dumont

Hewitt

Butler

Towaco

Milton

Leonia

Nutley

Kearny

Verona

Orange

Summit

Linden

Avenel

Edison

Hazlet

Parlin

Rumson

Ardena

Siloam

Warren

Dayton

Baywood

Babylon

Syosset

Jericho

Wantagh

Mineola

Baldwin

Hewlett

Jamaica

Roxbury

Ardsley

Congers

Tenafly

Wyckoff

Paramus

Oakland

WanaqueMacopin

Boonton

Hamburg

Clifton

Bayonne

Madison

Fanwood

Belford

Keasbey

Colonia

Matawan

EverettHolmdel

Phalanx

Neptune

Tennent

Mendham

Windsor

Norwalk

Cos Cob

Melville

Herricks

Halesite

Fairview

Copiague Saltaire

Bayville

Plandome

Flushing

Lynbrook

Brooklyn

PurchasePiermont

Somerset

Rossmoor

Franklin

Kitchell

Montrose

Montvale

Westwood

Ringwood

KinnelonHurdtown

Fairview

Harrison

Caldwell

RoselandWhippany

Carteret

Milltown

Marlboro

Freehold

Adelphia

Oak Glen

Randolph

Gillette

Dunellen

Manville

Salisbury Plainedge

Northport

Asharoken

Hawthorne

Smithtown

Hauppauge

Greenlawn

Deer Park

Cove NeckGlen Cove

Glen Head

Uniondale

Bellerose

Oak Ridge

Wickatunk

Roosevelt

RockleighHillsdale

Postville

Lyndhurst

Fairfield

Highlands

Keansburg

Oceanport

Eatontown

Millhurst

Millstone

Allentown

Fairfield

Lido Beach

Kings Park

Manorhaven

Long Beach

Mamaroneck

Brownville

Middletown

Parsippany

Middletown

Piscataway

Bucks MillApplegarth

New Canaan

Fire Island

Harbor Isle

Lindenhurst

Sterlington

Bergenfield

East Newark

Short Hills

Pelham Manor

Roselle ParkMountainside

Martinsville

Kendall Park

Pleasantville

West Paterson

Green Village

Franklin Park

Baldwin Harbor

West Long Branch

Legend

Applebee's

AD_Receptivity_Index

34- 56

56 - 79

79 - 95

95 - 114

114- 139

Applebee's_3_Mile_Dist

Experian helps target ad receptivity by medium for each restaurant location

Using a profile of the client’s diners across all Mosaic consumer segments, the client’s locations in the New York market are ranked by their propensity to reach consumers receptive to different advertising mediums

Solution ExampleGeographic Marketing – Location Trade Areas

Simmons National Consumer Study >>Experian Mosaic Segmentation >>

MicromarketerG3 >>

© 2011 experian information solutions, inc. all rights reserved. experian and the marks used herein...

Documents

simmons kids

consumer behaviors

media usage

forms of media

teens kids

hispanic adults

multiple media channels

product consumption