redefining the baby boomer generation: marketing's most valuable generation
DESCRIPTION
This was a great presentation authored by Tony Hereau, Director, Audience Insights at Nielsen.You can reach him for more information at: [email protected] I was fortunate enough to get to see Tony at the SDX talk on Boomers. Some of the insights were obvious, but many were counter intuitive and provide better understanding on how to reach & communicate with the adult children (boomers) that will be influencers on their parents assisted living decision. https://www.linkedin.com/pub/tony-hereau/1/242/258TRANSCRIPT
-
REDEFINING THE BABY BOOMER GENERATION
MARKETINGS MOST VALUABLE GENERATION
Tony Hereau / Director, Audience Insights [email protected]
Nielsen
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
2
WHAT WE WILL COVER.
1) PROFILING THE BOOMERS 2) BUYING BEHAVIOR 3) MEDIA USE
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
3
BOOMERS MAKE UP 21% OF SAN DIEGO
Source: Nielsen Radio Metro And Television Market Pop. Estimates, 2014-2015 for San Diego, pct. of Total Persons 12+
Millennials = 12-34 / Generation x = 35-49 / Baby Boomers = 50-64 / Silent = 65+
50.7
45.7
33.1
25.8
24.6
24.8
15.2
19.7
24.0
8.3
10.1
18.1
San Diego HISPANIC 12+
San Diego BLACK 12+
San Diego NON-ETHNIC 12+
Millennials Generation X Baby Boomers Silent
-
PROFILE OF BABY BOOMERS
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
5
THE BABY BOOMERS
Represent 74 million Americans
How do they compare to other generations?
Silent Generation
Born 1925-1945 Age 69+
Boomers
Born 1946-1964 Age 50-68 years old
Generation X
Born 1965-1980 Age 34-49
Millennials
Born 1981-early 2000s Age 14-33
Source: Pew Research (March 19, 2015). How Millennials today compare with their grandparents 50 years ago
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
6
HOW OLD IS OLD? Whats your definition of old
5 17
3 1 5 4
18
18
7 4 9 12
46 30
23 27 18
34
24 19
35 34 25
28
7 16
32 35 43
22
Asia Pacific MiddleEast/Africa
Europe LatinAmerica
NorthAmerica
GlobalAverage
Age over 80
Age 70-79
Age 60-69
Age 50-59
Age 40-49
Source: Nielsen Global Online Survey, Q3 2010
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
7
QUICK FACTS
Source: Nielsen Pop-Facts 2012, Nielsen Convergence Audit 2012.
63% 44% 50% 40% OF U.S. ADULT
POPULATION ARE AGE 50+
OF BOOMER HOUSEHOLDS
HAVE AT LEAST ONE
PERSON WORKING
OF TOTAL CPG SALES
COME FROM THE 50+ DEMO
OF CUSTOMERS PAYING FOR
WIRELESS ARE BOOMERS
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
8
SAN DIEGO BOOMERS A Closer Look
7% more likely to donate time or money to environmental causes
25% more likely to be expecting a grandchild
27% more likely to be selling their home
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64 * Index compared to total U.S. adults
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
9 9
BOOMERS ACTIVITIES AND EVENTS How do Boomers compare in top activities and events?
U.S. Boomers
Gardening
115
Live Theater
111
Sewing/Crafts
108
Country Music Concert
104
SAN DIEGO Boomers
Hiking
131
Yoga/Pilates
127
Photography
119
Monster Jam
264
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64
Activities
Events
* Index compared to total U.S. adults
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
10 10
BOOMERS ACTIVITIES AND TRAVEL How do Boomers compare in top activities and travel?
U.S. Hispanic Boomers
Health / Fitness Expo
113
Circus
113
Soccer Match
233
Pro Wrestling
118
SAN DIEGO Hispanic Boomers
Jogging/Running
105
Yoga/Pilates
108
Zoo
155
Supercross/MX
921
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Hispanic 50-64
Activities
* Index compared to total U.S. adults
Events
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
11
BOOMERS MAKE UP OVER 50% OF ALL PEOPLE WITH INCOMES OVER $100,000 Income by Generation
Source: Nielsen Pop-Facts Demographics 2013
36% 54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HH Inc
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
12
BOOMERS HAVE HIT THEIR PEAK EARNING YEARS Count of households by head-of-householder age and household income
Source: Nielsen Pop-Facts demographics, CY 2015, Average HH Income for all US households is $74,170
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
13
YOU MIGHT BE A BOOMER IF
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014-Jan 2015) MARS health care data
0% 5% 10% 15% 20% 25%
Post Traumatic Stress Disorder (PTSD)
Low Testosterone
COPD
Psoriasis
Restless Leg Syndrome (RLS)
Osteoporosis
Menopause
Asthma
Diabetes (Non-Insulin User)
Gas
Arthritis (Osteoarthritis)
Body Ache
Heartburn/Indigestion
Acid Reflux/GERD
Joint Pain
High Blood Pressure
High Cholesterol
Conditions-Currently have/had in past 12 months
San Diego Adults 18+
San Diego Boomers
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
14
SAN DIEGO BOOMERS TAKE CARE OF THEMSELVES A Closer Look
11% less likely to agree that everyone should just age naturally
33% more likely to be on a diet
42% more likely to have had Botox injections
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014-Jan 2015) MARS health care data
-
BUYING BEHAVIOR
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
16 16
BOOMER SHOPPING How much are they spending?
U.S. Boomers
Hardware & Paint
(109 Index)
$14.1 Billion
Lawn & Garden
(110 Index)
$11.7 Billion
Fine Jewelry
(108 Index)
$2.8 Billion
SAN DIEGO Boomers
Womens Casual Clothing
(105 Index)
$57 million
Fine Jewelry
(133 Index)
$41 million
Camera & Accessories
(110 Index)
$34 million
Index to US Adults 18+ Annual Amount Spent
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
17 17
BOOMER SHOPPING How much are they spending?
U.S. Hispanic Boomers
Television
(105 Index)
$1.1 Billion
Mattress
(100 Index)
$795 million
Infant Clothing
(97 Index)
$115 million
SAN DIEGO Hispanic Boomers
Furniture
(110 Index)
$29 million
Womens Biz Clothing
(177 Index)
$7 million
Cosmetics
(106 Index)
$6 million
Index to US Adults 18+ Annual Amount Spent
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Hispanic 50-64
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
18
BOOMERS ARE HEAVY SPENDERS IN GROCERY Amount HHLD Spent on Groceries Past 7 Days: SAN DIEGO Baby Boomers
Index
96
92
105
105 32%
13%
24%
28%
$200 or more
$150 - $199
$100 - $149
Less than $100
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015) Adults 50-64
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
19
HISP. BOOMERS ARE HEAVY SPENDERS IN GROCERY Amount HHLD Spent on Groceries Past 7 Days: HISPANIC Baby Boomers in S.D.
Index
98
75
131
104 32%
17%
20%
28%
$200 or more
$150 - $199
$100 - $149
Less than $100
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015) Hispanic Adults 50-64
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
20
VALUE LOCALLY GROWN AND NEW FOODS
I try to buy foods that are grown or produced locally.
40% 34%
25%
BOOMERS GEN X MILLENNIALS
I am a creature of habit and stick to the food I know I like.
% AGREE % DISAGREE
Source: Nielsen Scarborough & GfK/MRI San Diego R2 2014 (Aug 2013 Jul 2014)
68%
64% 63%
BOOMERS GEN X MILLENNIALS
SAN DIEGO HISPANIC
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
21
U.S. Boomers
Domestic Truck
122
Foreign Truck
125
$25,700
SAN DIEGO Boomers
Foreign Mid-size
124
Foreign Luxury
277
$30,600
21
BOOMERS AND AUTOMOTIVE
Top indexing Car types
(Index)
Average Amount plan to pay
Compared to the national average, SAN DIEGO Boomers are nearly twice as likely to drive a hybrid vehicle
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64 * Index compared to total U.S. adults
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
22
U.S. Hispanic Boomers
Foreign Truck
161
Foreign Large
121
$22,700
SAN DIEGO Hispanic Boomers
Foreign Compact
110
Foreign Van
140
$32,900
22
BOOMERS AND AUTOMOTIVE
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Hispanic 50-64
Over 60% of Hispanic Boomers in SAN DIEGO describe their ideal car as Basic and Functional or Transportation Only
* Index compared to total U.S. adults
Top indexing Car types
(Index)
Average Amount plan to pay
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
23
137
143
144
144
Luxury Vehicle
Midsize car
Sport Utility Vehicle
Pickup truck
BOOMERS ARE EYEING PICKUP TRUCKS Vehicles HHLD Intends to Buy or Lease New Next 12 Months: Index to San Diego 18+
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015)
GEN X
103 MILLENIALS
73 Baby Boomers
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
24
DRIVING THE POINT HOME
Did you know that the average American consumer buys 13 cars in their lifetime
Paul Fitzpatrick - RLTV Town Hall January 2013 Rethink 50+
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
25
DRIVING THE POINT HOME
Did you know that the average American consumer buys 13 cars in their lifetime
Paul Fitzpatrick - RLTV Town Hall January 2013 Rethink 50+
7 of them after the age of 50.
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
26 26
RESTAURANTS Boomers and eating out
U.S. Boomers
Steakhouse
108
4.6
3.3
SAN DIEGO Boomers
Coffee House
142
4.7
3.4
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64
Restaurant Type (Index)
Quick Service Restaurants (Avg # of Visits per month)
Sit Down Restaurants (Avg # of Visits per month)
* Index compared to total U.S. adults
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
27 27
RESTAURANTS
U.S. Hispanic Boomers
Mexican Restaurant
170
4.6
3.1
SAN DIEGO Hispanic Boomers
Mexican Restaurant
124
4.1
3.0
Restaurant Type (Index)
Quick Service Restaurants (Avg # of Visits per month)
Sit Down Restaurants (Avg # of Visits per month)
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Hispanic 50-64
Boomers and eating out
* Index compared to total U.S. adults
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
28
Chilis Sammys Woodfired Pizza Olive Garden California Pizza Kitchen
7-9A Early Morning 5-7P Early Evening
9A-12P Daytime
Index of Viewers Who Used Restaurant Past 30 Days Local Broadcast Station in SAN DIEGO
BROADCAST TV STATION EFFECTIVELY REACHES RESTAURANT SPENDERS AT ANY TIME OF THE DAY
Source: Nielsen Local Buyer Reach, San Diego Scarborough R1 2015
112
107 109 104
112 107 109 104
111 113 109 104
Index to DMA
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
29
STATION 2 VIEWERS SPEND HEAVILY AND MORE OFTEN AT QUICK SERVICE RESTAURANTS
Actual Heavy Debit/Credit Spenders in QSR
Local Broadcast Stations in SAN DIEGO Daypart M-F 5-7A
Station 2
Station 3
Station 1
Station 4
Source: Nielsen Local Buyer Reach, San Diego Scarborough R1 2015 Heavy spenders refers to the top third of QSR spenders
86
86 88
85
Annual Total Spend Per Buyer
# of Transactions per buyer / year
$956
$980 $976
$967
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
30
CPG Dollar Spend from 50+ demo
Ad Dollars Aimed at 50+ Years
50% 10-15%
GO FIGURE
Source: TV Board for Tuesday (Jan. 29, 2013). Boom Time for Boomers. Charlene Weisler.
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
31
AGENCY PERSPECTIVE
The stigma of advertising to the 55-64 year-old group is shrinking
Says Jon Seitz, president of Philadelphia-based ad agency MayoSeitz Media.
Inside Radio 3-21-2011
Our clients and marketers in general have a much greater awareness that 55-64 is not a death sentence. Rather, this group is quite active, has a ton of disposable income, and is an early adopter for a lot of technology. Seitz says client attitudes toward Alpha Boomers vary depending on the product or service they offer. For example, the shop works with several travel and tourism clients, which often require a generational marketing approach since travel plans nowadays can involve kids, parents and grandparents traveling together. Our clients dont resist us including an older segment in our targeting, if it makes sense, Seitz says.
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
32
I DONT MAKE PURCHASE DECISIONS BASED ON ADVERTISING
Source: Nielsen Scarborough San Diego R2 2014 (Aug 2013 Jul 2014) Gfk MRI Attitudinal Insights Four Point Scale
Agree = Agree Completely & Agree Somewhat / Disagree = Disagree Mostly & Disagree Somewhat
38.0%
39.3%
39.7%
62.0%
60.7%
60.3%
MILLENNIALS
GENERATION X
BABY BOOMERS
Agree Disagree
98 INDEX
98 INDEX
100 INDEX
Market Avg. 61.7% Agree
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
33 Source: Nielsen Scarborough San Diego R2 2014 (Aug 2013 Jul 2014) Gfk MRI Attitudinal Insights Four Point Scale
Agree = Agree Completely & Agree Somewhat / Disagree = Disagree Mostly & Disagree Somewhat
31.5%
28.3%
22.7%
68.5%
71.7%
77.3%
MILLENNIALS
GENERATION X
BABY BOOMERS
Agree Disagree
98 INDEX
106 INDEX
94 INDEX
Market Avg. 72.9% Agree
IF A PRODUCT IS MADE BY A COMPANY I TRUST, ILL BUY IT EVEN IF IT IS MORE EXPENSIVE
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
34
THE SERVICE OF THE PERSONNEL AT A STORE IS AN IMPORTANT PART OF MY DECISION TO SHOP THERE
Source: Nielsen Scarborough San Diego R2 2014 (Aug 2013 Jul 2014) Gfk MRI Attitudinal Insights Four Point Scale
Agree = Agree Completely & Agree Somewhat / Disagree = Disagree Mostly & Disagree Somewhat
29.5%
21.5%
18.2%
70.5%
78.5%
81.8%
MILLENNIALS
GENERATION X
BABY BOOMERS
Agree Disagree
102 INDEX
106 INDEX
91 INDEX
Market Avg. 77.1% Agree
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
35
SAN DIEGO BOOMERS ARE LOYAL CUSTOMERS
Agree with, When I find a brand I like, I stick to it. 87%
Agree with, Buying American products is important to me. 84%
Agree with, I am not influenced by whats hot or not. 77%
Source: Nielsen Scarborough & GfK/MRI San Diego R2 2014 (Aug 2013 Jul 2014) Adults 50-64 Agree = Agree Completely & Agree Somewhat
-
MEDIA USE
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
37
5.8 HRS
Using any App/Web on Smartphone
ITS CALLED MASS MEDIA FOR A REASON
Source: Nielsen Total Audience Report Quarter 4 2014 / Base: Total US Population P50-64
The average Boomer consumes almost 72 hours of content each week across TV, radio, online and mobile. 58 hours are spent with TV and Radio each week.
43.1 HRS
Live Television
14.9 HRS AM/FM Radio
5.6 HRS
Using the Internet on Computer
0.4 HRS Game
Console
1.2 HRS
Video on the Internet
1.0 HRS
DVD/ Blu Ray
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
38
BABY BOOMERS GEN X MILLENNIALS
191
LOOK WHOS WATCHING Hours per month of Live TV
149 110
Source: Nielsen Total Audience Report Q4, 2014, NPOWER 9/29/14 12/28/14, Live TV for Adults 18-34, 35-49 & 50-64
Boomers also spend an additional 27 hours with time-shifted TV, DVD/Blu-Ray, Game Console and Over-The-Top Device usage
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
39
TOP PRIME TIME SHOWS IN SAN DIEGO
Persons 18-49 Rating Persons 50-64 Rating Persons 65+ Rating
Voice-MON 9.7 % Grimm 15.6 % Blacklist 20.9 %
Voice-TUE 7.8 % Two and a Half Men
12.9 % Blue Bloods 18.7 %
Fresh Off The Boat 4.9 % Blacklist 12.5 % Stalker 17.7 %
Talking Dead 4.8 % Big Bang Theory 11.6 % CSI 15.6 %
Que Te Perdone Dios-THU
4.7% 60 Minutes 10.5 % NCIS 15.2 %
Source: NPOWER, Program Ranker, Prime, Live +7, San Diego, February 2015 excludes Sporting Events and Specials
A shift from reality shows to sitcoms to dramas as we age
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
40
TOP PRIME TIME SHOWS IN SAN DIEGO-HISPANIC
Persons 18-49 Rating Persons 50-64 Rating Persons 65+ Rating
Gata-TUE 9.7 % Palabra De Ladron 15.6 % Gata-MON 20.9 %
Que Te Perdone Dios-THU
7.8 % Jose De Egipto 12.9 % Gata-THU 18.7 %
Hasta Fin Del Mundo-WED
4.9 % Al Extremo 12.5 % Gata-TUE 17.7 %
Que Te Perdone Dios-THU
4.8 % Noticias 10p 11.6 % Gata-FRI 15.6 %
Gata-MON 4.7% 100 Latinos Dijeron
10.5 % Pants On Fire 15.2 %
Source: NPOWER, Program Ranker, Prime, Live +7, San Diego, February 2015 excludes Sporting Events and Specials
Hispanic Boomers are less addicted to telenovelas
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
41
LOCAL NEWS RATINGS INCREASE WITH AGE
P18-24 P25-34 P35-49 P50-64 P65+
Rating 10.9 14.1 19.0 32.5 47.2
Impressions 29,431 60,479 113,766 182,706 184,222
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
Total Ratings by Demo for SAN DIEGO Early News
Source: Nielsen NLTV, San Diego, M-F 5P-6;30P, Feb 2015, sweep measurement, Average quarter hour ratings & impressions
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
42 Source: SAN DIEGO Metro PPM, Apr 2015, Mon-Sun 6AM-Mid, AQH Ratings of Total Market Radio Usage
3.7
3.4
5.5
7.0
6.6
8.7
7.5
7.1
4.8
4.1
6.5
7.9
9.3
11
.1
7.7
8.1
6-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
Total Market Hispanic
BOOMERS ARE THE BIGGEST CONSUMERS OF SAN DIEGO RADIO
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
43
BOOMERS LISTEN TO ADULT CONTEMPORARY AND NEWS RADIO OVER TOP 40 AND COUNTRY
Source: Fall 2014 NRD Total US Listening, M-Su 6a-12Mid, Adults 18-34, 35-49 & 50-64
Boomers Wkly Cume Pers
Adult Contemporary 16,448,500
News/Talk/Personality 15,945,600
Country + New Country 15,894,300
Classic Hits 13,704,600
Classic Rock 12,350,500
Gen X Wkly Cume Pers
Pop CHR (Top 40) 18,534,700
Adult Contemporary 17,092,700
Country + New Country 15,259,800
Hot Adult Contemp. 15,022,400
Classic Rock 11,513,200
Millennials Wkly Cume Pers
Pop CHR (Top 40) 37,122,000
Country + New Country 25,410,600
Hot Adult Contemp. 23,175,100
Adult Contemporary 21,625,100
Rhythmic CHR 16,549,500
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
44
BOOMERS ARE ACTIVE Radio reaches Boomers outside the home
PERCENT OF LISTENING BY LOCATION
63.5%
62.1%
69.6%
71.8%
66.9%
67.6%
36.5%
37.9%
30.4%
28.2%
33.1%
32.4%
Hisp. Female Boomers
Female Boomers
Hisp. Male Boomers
Male Boomers
Hispanic Boomers
All Boomers
Away from Home Home
Source: Nielsen San Diego April 2015 PPM, AQH Persons by Location
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
45
DEVICE PENETRATION
Source: NPOWER, Feb 2015, P50-64, Total US and San Diego, Smartphone, Tablet, DVR, SVOD & Smart TV Pen % (Smart TV Capable sets)
SVOD = Subscription Video On Demand (Access to Netflix, Amazon or Hulu)
SAN DIEGO Boomers are more likely to have a DVR in the home and have access to subscription video on demand services
Smartphone Pen %
Tablet Pen %
DVR Pen %
SVOD Pen %
Smart TV Pen %
National Boomers
74% 50% 52% 41% 26%
SAN DIEGO Boomers
76% 49% 57% 53% 27%
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
46
SAN DIEGO BOOMERS LOCAL SPORTS FANS
Source: Scarborough USA+ Release 2 2014 & San Diego R1 2015 Fan= Watched, attended or listened to past year
SAN DIEGO Boomers are 17% more likely than the average U.S. adult to have been to a pro sporting event in the past year
Local Teams Boomers Cheer For:
Aztecs Fans Football & Basketball
Padres Fans Chargers Fans
50% 60% 25%
-
Co
pyr
igh
t
2013
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
47
SUMMARY
Boomers have considerable economic power and spend more than other age groups
Boomers are an active and vibrant segment of the population
Broadcast media is an effective way to reach Boomers across multiple devices
1
2
3
-
Co
pyr
igh
t
2012
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
48
HELP FROM NIELSEN
Sherri Lee Account Manager Phone: 323-817-1218 Email: [email protected]
Shellie R. Sigal Client Service Executive Phone: 323-817-1213 Email: [email protected]
Michael Nelson Acct. Dir., Client Solutions Phone: 410-794-2861 Email: [email protected]
-
THANK YOU!
Tony Hereau Director, Audience Insights Phone: 410-794-2832 Email: [email protected]