OMAHAGetting Local With Scarborough

Gary Meo, SVP Print & Digital Media Services

Agenda

hBrief Scarborough overview

hHow well do you know Omaha?

hDemographics

hActivities and interests

hVoting and politics

hMedia – offline and online

hConclusion and free stuff

Scarborough is…

Local market experts and the leading authority on American consumers locallyMeasure 110 Local Markets

Nationally comprehensive 200,000+ adults surveyed nationally

Two phase methodology – telephone and mail/internet

2,000 + categories and brands

J/V between Nielsen & Arbitron5

4

3

2

1

MediaShopping/Retail

BehaviorProduct/Service

ConsumptionEntertainment/

Lifestyle

Demographics

Strategic marketer/advertiser applications

HealthView, PRIZM, Personicx, Tapestry, MOSAIC, VALS,

Proprietary

Scarborough Measures…

• Shopping Centers • Malls • Department Stores• Drug Stores• Supermarkets• Convenience Stores• Discounters• Mass-Merchandisers• Specialty Shops• Clothing Stores• Sporting Goods• Furniture Stores• Coupon Usage• On-line and Off-line

• Alcoholic/Non- Alcoholic Beverages

• Automotive• Banking & Financial• Computers• Fast Food &

Restaurants• Home Improvement• HealthCare/Insurance• Travel• Business-to-business• Internet Usage• Telecommunications

• Sports Involvement • Events Attended • Leisure Activities• Personal Activities• Voting Behavior

• 24 Individual & HH Level Measures

• Lifestyle Changes

• Newspaper• Radio• TV-Broadcast• TV-Cable• City/Regional

Magazines• Out-of-Home• Direct Mail• Yellow Pages• Computer• On-Line/Internet

Our Clients ...

RADIORADIO

ONLINEONLINE

TELEVISIONTELEVISION

MOBILEMOBILENEWSPAPERNEWSPAPER

OUTOUT--OFOF--HOMEHOME

MARKETERSMARKETERS & AGENCIES& AGENCIES

SPORTSSPORTS

How well do you know Omaha?

Omaha is…

Nielsen DMA #76 with 415,510 TV HHLDS (between #75 Springfield, MO and # 77 Columbia, SC)

A DMA comprised of 24 counties (14 in Nebraska, 9 in Iowa and 1 in Missouri)

Home to 793,162 adults age 18+

Home of the College World Series (over 125K attended a game and over 284K listened to a game on the radio or watched a game on TV in the past 12 months)

Home of Berkshire Hathaway (37% of Omaha adults own stock or stock options)

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4

3

2

1

Coke or Pepsi?

28% 22%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)Includes regular and diet soft drinks brands drank most often

Coke Classic or Diet Coke?

10% 12%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)Soft drinks brands drank most often – Coca-Cola Classic and Diet Coke

Target or Walmart?

37% 58%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)Bought at Target or Walmart in the past 30 days

Burger King or McDonalds?

38% 41%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)Fast food restaurant visited for breakfast/lunch/dinner in the past 30 days

33%

Boxers or Briefs?

Omaha #1 for ...

Based on index compared to the 77 markets measured by Scarborough

Demographic Profile

West North CentralCensus Division

IowaKansasMinnesotaMissouriNebraskaNorth DakotaSouth Dakota

Omaha Demographic Profile

Race/Ethnicity % of Pop Index

Non-HispanicWhite 87% 97Black/African American 6% 143

Asian/other <1% 100Hispanic 5% 135

Gender

Men, 49%

Women, 51%

% of Pop. Index*

Generation Y Ages 18 to 29 18% 95

Generation XAges 30 to 44 29% 105

Baby BoomerAges 45 to 64 35% 100

Silent GenerationAge 65+ 18% 96

*Indexed against the adult 18+ population of the West North Central Census region.

Omaha Demographic Profile

Not Married, 38%,

Index 97Married, 62%, 

index 102

Level of Education

40%

33%

15%

12%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

ool grad or less

Some college

College Grad

Post grad

Household Income

39%

38%

23%

0% 10% 20% 30% 40% 50%

$75,000 ormore

$35,000 to$75,000

Less than$35,000

81

97

120

% of Pop. Index

Homeowners 76% 97Rent/other 20% 107

Marital Status

Index Index

*Indexed against the adult 18+ population of the West North Central Census region.

98

99

97

116

Omaha Work Force

Occupation Summaries

7%

8%

11%

11%

11%

15%

0% 5% 10% 15% 20%

Production,Transportationand Material

Construction,Extraction, andMaintenance,

Service

Management,Business and

Financial

Sales andOffice

Professionaland RelatedOccupations

Employment % of Pop. Index

Employed 63% 97Employed full-time (35+ hours)

48% 99

Employed part-time(<35 hours) 15% 93

White collar 38% 96

Blue collar 25% 101

Not employed 37% 105Retired 18% 106Laid-off/looking for work 4% 75

Homemaker, student, other 15% 115

*Indexed against the adult 18+ population of the West North Central Census region.

101

83

101

99

107

95

What is the median annual household income in Omaha?

$51,720

$52,825

$60,310$60,310

Source: Scarborough Omaha Custom Study 2011 and USA+.Base = Total Omaha DMA adults age 18+ (793,162)

U.S.

CensusDivision

Activities and Interests

Cat or dog?

31% 44%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Cat or dog – among women?

27% 42%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

What percent of Omaha adults have visited a casino in the past year?

55%

43%

39%

12%

39%Index100

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)*Indexed against the adult 18+ population of the West North Central Census region.

Slots or table games?

33% 11%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Omaha Around the Town

Interests* % of Pop. Index

College football 41% 200

Olympics 24% 99

NFL 24% 89

College basketball 12% 91

College baseball 11% 389

Events % of Pop. Index

Henry Doorly Zoo 51% 160

Qwest Center 31% na

High School sports event 27% 93

Live theater 22% 106

Any professional sports event

20% 53

Activities % of Pop. Index

Walking for exercise 68% na

Attending religious services

65% na

Movies 63% na

Gardening 46% 100

Volunteer work 38% 121

*Past 12 months. Current interest level: very.Indexed against the adult 18+ population of the West North Central Census region.

What college baseball team has had the most appearances in the College World Series?

23 appearance4 championships

34 appearances6 championships

Recycle glass, plastic or paper

Have energy-efficient windows

Use cloth or reusable grocery bags

Use energy efficient light-bulbs

What eco-friendly activities do Omaha adults do on a regular basis?

Use energy efficient light-bulbs

67%

43%

43%

70%

Is Omaha greener than the U.S. or C.D.?

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

U.S. 44%

CensusDivision 44%

Omaha 40%

Green = doing 5 or more eco-friendlyactivities on a regular basis

Omaha is Charitable

58%

29%

18%

18%

8%

7%

6%

78% contributed money to an organization

Religious (index 138)

Environmental

HealthCare/Medical

Political

Social Care/Welfare

Other Organization

Base = Omaha adults who contributed money to an organization: 616,926

Arts/cultural

Voting and Politics

Republican, Democrat or Independent?

33% 23%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)Independent includes independent, but feels closer to Democrat or Republican

32%

Omaha At The Polls

Local State Presidential

Republican

33%

Democrat

23%

Independent

13%

Independent, but feel closer toRepublicans

12%

Independent, but feel closer toDemocrats

7%

12% - None of these

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Fox News or MSNBC?

25% 9%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)Cable networks/stations watched in the past 7 days

37%

Media

Cable TV or Satellite?

60% 27%

Source: Scarborough Omaha Custom Study 2011.Base = Omaha adults age 18+ that have either cable or satellite TV (685,974)

What percent of Omaha adults have a satellite radio subscription?

15%

13%

9%

6%

9%Index87

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Omaha Weekly Media Usage

Watch any prime time TV

Listen to any Terrestrial Radio

Read a printed Newspaper

Accessed the Internet (past 30 days)

Watched any prime time Cable TV

76%

90%

91%

76%

65%

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Television & More

Household owns/uses DVR(digital video recorder)

43% 106

Household subscribes toHDTV service via satellite/cable

40% 120

Household subscribes toPremium Cable channels

31% 104

Household used video on demand (past 30-days) 28% 144

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Television Daypart Viewing

39

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Radio Daypart Listening

40

Base = Omaha-Council Bluffs Arbitron Radio Metro (573,774 adults age 18+)

Newspaper Reading

41

Base = DMA

Percentage of DMA adults who reada printed newspaper in the past week

Content Preferences by Medium

Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

Desktop, laptop or mobile device?

71% 54%

*Mobile device, like a smartphone or iPad.Source: Scarborough Omaha Custom Study 2011.Base = Total Omaha DMA adults age 18+ (793,162)

36%*

Omaha Online

75%

76%

0% 20% 40% 60% 80% 100%

U.S.

Omaha

Access the Internet in Past 30 Days

605,264

Weekly Time Spent U.S. Omaha Index

Less than 1 hour 6% 4% 67

1 - 4 hours 27% 27% 103

5 - 9 hours 25% 26% 105

10 - 19 hours 19% 18% 9220 hours or more 20% 22% 110

Type ofConnection U.S Omaha Index

Cable 44% 64% 145DSL 32% 24% 71

Dial-up/Other 24% 12% 50

Indexed against the adult 18+ population of the U.S.

Omaha’s Social Scene

44% or 352,368 Omaha adults used the internet for Social Networking in the past 30 days

(online or on wireless phones)

Other = Twitter, MySpace, Momoha.com and Google Buzz.

Internet Spending

82% of Omaha adults use wireless phone. What % uses their phone to access the

internet?

55%

43%

26%

12%

26%Index111

Indexed against the adult 18+ population of the U.S.

Wireless Activities

48

Omaha US

Texting 62% 64%Email 23% 28%News/weather/traffic 20% 23%Search 19% 24%Social networking 15% 20%Maps/GPS navigation 14% 21%Games (play or download) 14% 19%Social networking 14% 16%Music (listen or download) 12% 18%Sports scores/updates 8% 11%

Omaha adults age 18+ who have a wireless phone: 653,860

What is Omaha’s favorite alcoholic beverage?

12% 10%

Source: Scarborough Omaha Custom Study 2011.Base = Omaha adults age 18+ (793,162) Liquor drank in past 30 days.

But why is the rum gone?

What have we learned about Omaha adults?

• They’re rum drinkers; possible pirate obsession.

• They index significantly above average for post graduate education and annual household income $75K+; high median annual HHI.

• They prefer dogs to cats, regardless of the cuteness of the cat.

• They walk for exercise, love the Henry Doorly Zoo and are crazy about college football and college baseball.

• Nearly a third identify as independent voters.

• Faith is key to this community.

• Heavy consumers of media; strong market for printed newspapers; very interested in news in general.

• Are more likely to spend 20 hours or more online in an average week compared to the national average.

• Heavy users of social media, especially Facebook.

• Boxers of briefs? We may never know . . . and that’s just as well.

Free Resources

hAudience-FAX 8

http://abcas3.accessabc.com/scarborough/login.aspx

hScarborough City Rank8

www.weknowthelocals.com

hScarborough Free Studies8

www.scarborough.com/freeStudies.php

hScarborough Press Releases8

www.scarborough.com/press.php

Free Resources

http://dialog.scarborough.com/

Thanks!Gary Meo

SVP, Print and Digital Media ServicesScarborough Research

gmeo@scarborough.com

www.scarborough.com