Mother’s Day Spending
Source: NRF Monthly Consumer Survey A18+, April 2017
Apr-08 Apr-09 Apr-10 Apr-11 Apr-12 Apr-13 Apr-14 Apr-15 Apr-16 Apr-17
$15.8$14.1 $14.6
$16.3$18.6
$20.7 $19.9$21.2 $21.4
$23.6In Billions
3
Recipients for Mother’s Day Gifts
Source: NRF Monthly Consumer Survey A18+, April 2017
Mother or Stepmother
Wife
Daughter
Sister
Other Relative
Grandmother
Friend
Godmother
63.9%
23.3%
10.7%
8.7%
8.5%
7.3%
6.9%
1.8%
4
3 Out of 4 Consumers Plan On Spending The Same or More Than Last Year
Source: NRF Monthly Consumer Survey A18+, April 2017
More 21%
Less 8%
Don't Cele-brate
Mother's Day 15%
Same 56%
5
TV Has Highest Reach of Ad Supported Platforms For Moms
Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Women 18+ with presence of children. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. . Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
TV Broadcast/CableSmartphone
E-mailRadio
Social MediaSearch
TabletNewspapers
MagazinesInternet-Radio
Broadcast TV News WebsitesInternet-Print (Newspapers/Magazines)
Cable News Channel’s Website
73.5%
65.1%
61.0%
58.6%
54.9%
45.6%
27.0%
23.5%
18.8%
17.9%
17.3%
13.6%
7.9%
% Reached YesterdayMoms
6
People Spend the Most Time with Television of All Ad Supported Platforms For Moms
Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Women 18+ with presence of children. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. . Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Television (Broadcast/Cable)Smartphone
Social Media Radio
E-mailTablet
SearchInternet-Radio
NewspapersMagazines
Broadcast TV News WebsiteInternet-Print (Newspapers/Magazines)
Cable News Channel’s Website
4:32
1:40
1:11
1:01
0:43
0:37
0:24
0:13
0:12
0:06
0:05
0:05
0:03
Moms Daily Time Spent Yesterday(In Hours:Minutes)
7
Broadcast: Great Way to ReachMother’s Day Shoppers
Source: Nielsen NPower 3/28/2016 - 5/8/2016 Adult 18-49 Live+SD Ratings; A18-49 10 Cable Networks based on A18-49 Ratings.
EmpireThe Big Bang Theory
Kentucky DerbyNBA Playoffs On ABC-SU3Masters Golf Tourn.-SUNAmerican Idol-Thursday
NBA Playoffs On ABC-SU5Voice
ACM AwardsAmerican Idol-Wednesday
Grey's AnatomyNBA Playoffs On ABC-SU1
SurvivorVoice-TUE
NBA Playoffs On ABC-SA2NCIS
NBA Playoffs On ABC-SU6Dancing With The Stars
Modern FamilyLife In Pieces
Top Cable Nets
4.03.2
2.82.6
2.62.6
2.42.3
2.32.2
2.12.02.0
2.02.0
1.91.8
1.81.71.7
0.3
Adult 18-49 Ratings
8
Broadcast TV’s Reach: Significantly Higher Than Cable
Source: Nielsen NPower. April 29th 2016 Adults 18-49 Live+SD.
ABC Prime
NBC Prime
CBS Prime
TNT Prime
TBS Prime
USA Prime
Lifetime Prime
4.6
4.4
4.2
2.2
2.0
1.2
1.0
One Day Reach
9Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Women 18+ with presence of children. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? . Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
TelevisionNewspapers
MagazinesSocial Media
E-mailDirect mail
RadioSearch
Broadcast TV News WebsitesSmartphones/Tablets/Mobile Devices
Out-of-Home/BillboardsInternet-Print
Video Ads on a Computer
40.2 9.8
9.5 9.4
8.2 4.3
2.5 2.5
2.1 1.9
1.6 0.7 0.7
Advertising medium which you feel most influences you to make a purchase decision
% Moms
Television Ads Are The Top Medium That Influences Mom’s Purchase Decisions
10
Working Moms Watch More Morning & Late News
Source: Nielsen Local Watch Report Q3 2016. Share of weighted average news GRPs in LPM markets (NPOWER); Live+ SD; September 2016 National Period (8/29/2016 – 9/25/2016) Morning News = M-F 6-7AM; Mid-day News = 12-12:30PM; Early Evening News = M-F 6-6:30PM (Excludes FOX); Late Night News = M-F 11-11:30PM (FOX 10-10:30PM); All periods are time zone adjusted.
Morning News Mid Day News Early Evening Late News
33%
61% 57%48%
67%
39% 43%52%
Stay-At-Home Moms Working Moms
Share of Local News Viewing by Mom Type
Moms Trust is in Local Broadcast Assets
11
Local Broadcast
News
Network Broadcast
News
Cable News Channels
82%77%
74%75% 74%
56%
38%
TV News Digital News
Source: GfK TVB Mentor Survey Winter 2016 Women 18 with presence of children. Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.
12
Planned Mother’s Day Spending
Source: NRF Monthly Consumer Survey A18+, April 2017
Jewelry
Special outing such as dinner or brunch
Flowers
Gift cards/certificates
Clothing or clothing accessories
Consumer electronics or computer related accessories
Personal Service, such as day at a spa, a facial or a massage
$5.0
$4.2
$2.6
$2.5
$2.1
$2.0
$1.9
Billions
13
Jewelry Shoppers Watch Broadcast TV
Source: GFK MRI Fall 2016, Base: Adults 18+ Index; Spent $100+ on fine jewelry in last 12 months.
14
Jewelry Shopping is a Local Decision
Source: GfK MRI 2016 Market-by-Market weighted by Adult 18+ population. Fine Jewelry – Where Purchased.
The Redder the better- High BDI
15
Wining and Dining with Broadcast Viewers
Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Spent $50+ at a family restaurant/steakhouse in the last 30 days.
16
Target Adults Who Enjoy Dining Out at Ruby Tuesday with Local Broadcast
Source: GfK MRI 2016 Market-by-Market weighted by Adult 18+ population. Bought at Ruby Tuesday in the last 6 months.
17
Broadcast TV Viewers Give The Gift Of Flowers
Source: GFK MRI Fall 2016, Base: Adults 18+ Index; Any Amount Spent on Flowers by Phone/Internet or Flower Shop.
18
Broadcast TV Viewers Purchase Gift Cards
Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Spent Any Amount on a gift card in the last 6 months.
19
Broadcast TV: The Destination for Clothing Store Shoppers
Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Shopped at Macy’s, JCPenny, or Burlington Coat Factory in the last 3 months.
Top 10 Programs by Index
20
Technology Ownership of Mothers
Source: Q3 Nielsen Total Audience Report. Nielsen National Panel, 08/29/2016 - 09/25/2016
21
Top Programs of Electronic Shoppers
Source: GFK MRI Fall 2016, Base Adults 18+ Index. Shopped at Best Buy in the last 12 months.
Top 10 Programs by Index
22
Top Programs for the Mother That Likes to be Pampered
Source: GFK MRI Fall 2016, Base Adults 18+ Index. Visited a day spa in the past 6 months.
Top 10 Programs by Index
23
Purchase Locations for Mother’s Day Gifts
Source: NRF Monthly Consumer Survey A18+, April 2017
Department Store
Specialty Store (Greeting Card/Gift Store, Florist,
Jeweler, Electronics Store)
Online
Local/Small Business
Discount Store
Specialty Clothing Store
35%
31%
30%
24%
23%
10%
24
Broadcast TV Delivers Department Store & Discount Store Shoppers
New Girl
Grey's Anatomy
Life In Pieces
The Bachelor
The Goldbergs
MasterChef
Gotham
Scandal
Black-ish
Bob's Burgers
The Middle
MasterChef Jr.
The Real O'Neals
The Voice
Jane The Virgin
137
126
125
124
123
120
120
119
119
118
118
118
117
116
116
Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne. Shopped at a Discount Stores in the past 6 months.
Mom
Whose Line Is It Anyway?
Dateline
The Catch
Life In Pieces
MasterChef Jr.
Rosewood
20/20
Hollywood Game Night
Dancing With The Stars
Scream Queens
Battlebots
The Middle
American Crime
Elementary
145
144
143
142
141
138
136
135
134
134
134
133
132
131
131
Department Stores
Discount Stores
25
Broadcast TV Delivers Online Shoppers
Source: GFK MRI Fall 2016, Base Adults 18+ Index. Internet Shopping: Spent any amount on items.
Top 10 Programs by Index
26
Broadcast Websites Provide Multi-platform Opportunities
27
Key Mother’s Day Takeaways 3 out of 4 consumers plan to spend at least the same or more than last
year Broadcast TV dominates ratings & reach of Mother’s Day shoppers Be selective with Broadcast TV
Jewelry Special outing such as dinner or brunch Flowers Gift cards Clothing
Local Television Zeros in on market strengths TV Ads Stronger Motivator for Young Adults’ Word of Mouth and Digital
Actions Local TV stations offer multi-platform opportunities and are important
digital influencers
Thank You