the betn luxury auto target has a very specific unique...
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BET NETWORKS
BET.COMThe BETN LUXURY AUTO TARGET has a very specific unique lifestyle, behavioral and attitudinal attributes
by life stage - Millennials are driven by social media and celebrity endorsements, Gen X’ers are brand/image
conscious and Boomers are product advisors and influencers:
LUXURY CAR BRANDS MANUFACTURERS1
ALLURING, BOLD, INNOVATIVE & SLEEK DESIGNS
BETN CAR DECISION-MAKERS
HIGH SOCIAL STATUS SEEKER
ASPIRATIONAL – AMBITIOUS, WORKING HARD TO GET AHEAD
SPIRITED PERFORMANCE, ACCELARATION &
SUPERIOR HANDLING
AFRICAN
AMERICANSBETN LIFE STAGES Millennials Generation X Baby Boomers
Psychographics,
Behaviors & Attitudes
EXPENSIVE MODELS W/ LUXURY OPTIONS &
ACCESSORIES
AA LIFE STAGES (18-34, 35-49, 50-64)
Source: 2015 Doublebase GfK BETN Luxury Car Owners Life Stage Analysis (Lease or Own); weighted to Population (000). Base: Total Adults 18+. BETN = BET or Centric weekly viewers. Luxury Car Brands include Cadillac, Lincoln, Acura, Audi, BMW, Infiniti, Jaguar, Land Rover / Range Rover, Lexus, Mercedes, Porsche, Saab and Volvo.
Respondents who did 2+ of the following auto attitudes (Seek out vehicles with bold, innovative designs that stand out on the road from others, Generally buy most expensive model with luxury options, Like cars with spirited performance & powerful acceleration) and Attitudinal & Roper Values Quotient ( Strive for high social status and Ambition-
Very Important to get ahead). 1
BETN 18-34 35-49 50-64
Segment Size
Median Age
Median HHI
% Male / % Female
% Married / % Single
Employed
Some College Plus
7.7MM
25
$42,815
50% / 50%
15% / 85%
64%
46%
4.4MM
43
$52,714
47% / 53%
43% / 57%
71%
55%
3.6MM
57
$50,574
46% / 54%
48% / 52%
54%
50%
BUYING STYLE MINDSET
• Nearly 50% connect with brands via
social media
• Almost 45% are influenced by
celebrity endorsements
• More than 50% are first of their
friends to try new products
• More than 50% believe brand name is
an indicator of quality
• Over 50% pay extra for a product
consistent with the image they want to
convey
• Nearly 50% are influenced by
what’s hot and what’s not
• Nearly 40% share their opinions
about products by posting ratings
online
• Almost 50% are product advisors
AUTO ATTITUDES
• Over 50% consider themselves an
auto enthusiast
• More than 50% buy vehicles that
reflect their environmental support
• Almost 70% enjoy learning about
automobiles from others
• Nearly 70% personalize cars to reflect
their style
• Almost 70% choose a car based on
exterior styling
• 70% have fun as a top consideration
when buying a car
• 60% are loyal to car brands and
will stick with them
• Nearly 50% take the time to share
their car knowledge and want
others to seek their advice on cars
LUXURY CAR BUYING POWER
(BY LIFE STAGE)$11.8 BILLION $9.5 BILLION $11.1 BILLION
Source: 2015 Doublebase GfK MRI weighted to Population (000). Base: Total Adults 18+. BETN = BET or Centric weekly viewers. BETN Life Stage Luxury Vehicle Target: Adults 18-34 (Millennials); Adults 35-49 (Gen X); Adults 50-64 (Boomers) and Luxury Vehicle Owners or 35-49 Respondents who are 2+ of the following: 1) Automotive Attitudes: I seek out vehicles with bold, innovative designs that stand apart from others on the road. (Agree); 2) Automotive Attitudes: I generally purchase the most expensive model with all the luxury appointments and options. (Agree); 3) Automotive Attitudes: I look for vehicles that offer spirited performance and powerful acceleration (Agree); 4) General Attitudes: I strive to achieve a high social status (Agree); 5) GfK Roper Values: Ambition: Aspiring to get ahead Very Important. Luxury Vehicle Owners = Includes the following makes/models: Cadillac, Lincoln, Acura, Audi, BMW, Infiniti, Jaguar, Land Rover, Range Rover, Lexus, Mercedes, Porsche, Saab or Volvo).
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BET NETWORKSIF OUR TV VIEWERS STOPPED VISITING…
THE IMPACT TO YOU…[TOTAL AMOUNT SPENT – LUXURY LEASE OR PURCHASE]
$45,395,986,000 /YEAR(Billions)
$3.8BMONTHLY
$873MWEEKLY
$124MDAILY
Source: 2015 Doublebase GfK MRI weighted to Population (000) – Base: Total Adults. BET Networks = BET or Centric weekly
viewers. 3
Source: 2015 Doublebase GfK BETN Luxury Car Psychographics by Brand Analysis; Base: Total Adults 18+. BETN= BETN Viewers= BET or Centric Weekly viewers; BET Multi-Platform= includes BET or Centric Weekly viewers, Top 50% online users, Visited a TV Net site or consumed TV content online, or consumed
streaming content via cell / mobile device in past month (music or social media apps.) Car Brand Descriptors obtained from manufacturer sites. Attitudinal IQ based on Behavior / Attitudes Gfk Doublebase module (% any agree): Ethnicity’s Pivotal (culture / ethnic heritage important part of who I am), Family-Oriented
(Spending time with family is important), Environmental Advocates (government should pay more attention to issues), Spiritual (prayer is part of my daily & consider myself a spiritual person), Traditional (enjoy maintaining traditions), Fun Loving (have a fun spirit), Ambitious (Given the choice, ambitious nature for being
my own boss), Sociable (consider myself very social).
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7LUXURY CAR BRANDS BETN CONSUMERS OWN BETN Viewers gravitate heavily towards 6 specific auto maker brands: BMW, Lexus, Mercedes, Infiniti, Lincoln, Cadillac and Volvo. BETN Viewers are fun loving, ambitious, and environmentally aware status seekers.
All of the same luxury automaker brands that BETN viewers prefer are also those that the general African American population.
BETN BMW M LEXUS GX MERCEDES AMG SLC 43
Median Age:
Median Income:
% Male / % Females:
Employment (Full & Part Time)
Some College Plus:
50
$89,995
57% / 43%
73%
71%
36
$91,410
46% / 54%
70%
74%
50
$84,008
67% / 33%
60%
65%
CAR BRAND DESCRIPTORS
• Expression of Personality
• Customizable
• Ultimate Driving Machine
• High Performance Vehicle
• Quick & Smooth Driving Experience
• Inspired Design
• Relentless Innovation
• Uninhibited Performance
• Innovative Technology
• Sleek Yet Subtly Elegant
• Spacious Interior
• Fun, Agile & Efficient
PRICE RANGES• Entry-Level: $30,025
• Top Line: $103,225
• Entry-Level: $33,020
• Top Line: $77,780
• Entry-Level: $34,475
• Top Line: $140,000
ATTITUDINAL IQ
(BY CAR BRANDS)
• Ambitious (86%)
• Family-Oriented (89%)
• Style Conscious (86%)
• Family-Oriented (98%)
• Well Organized (93%)
• Politically Aware (89%)
• Quality Conscious (81%)
• Ethnicity Pivotal to Me (73%)
• Environmental Advocates ( 89%)
BETN BUYING POWER*
LUXURY CARS
(BY CAR BRAND)$3.3 BILLION $8.3 BILLION $6.0 BILLION
*How to read: BETN BMW owners spend $3.3 Billion dollars on luxury cars.Source: 2015 Doublebase GfK BETN Luxury Car Psychographics by Brand Analysis; Base: Total Adults 18+. BETN= BETN Viewers= BET or Centric Weekly viewers; BET Multi-Platform= includes BET or Centric Weekly viewers, Top 50% online users, Visited a TV Net site or consumed TV content online, or consumed streaming content via cell /
mobile device in past month (music or social media apps.) Car Brand Descriptors obtained from manufacturer sites. Attitudinal IQ based on Behavior / Attitudes Gfk Doublebase module (% any agree): Ethnicity’s Pivotal (culture / ethnic heritage important part of who I am), Family-Oriented (Spending time with family is important), Environmental
Advocates (government should pay more attention to issues), Spiritual (prayer is part of my daily & consider myself a spiritual person), Traditional (enjoy maintaining traditions), Fun Loving (have a fun spirit), Ambitious (Given the choice, ambitious nature for being my own boss), Sociable (consider myself very social).5
BETN INFINITI Q50 CADILLAC CTS-V LINCOLN CONTINENTIAL
Median Age:
Median Income:
% Male / % Females:
Employment (Full & Part Time)
Some College Plus:
40
$81,108
39% / 61%
90%
61%
50
$59,854
59% / 41%
64%
51%
44
$67,189
66% / 34%
63%
37%
CAR BRAND
DESCRIPTORS
• High Performance
• Sporty Design
• Powerfully Elegant
• Driving Stability
• Prestigious Domestic Luxury
Automaker
• Distinguished Design
• Versatile Crossovers
• Long Legacy Of Excellence
• Iconic
• Elegant Design
• World Class Craftsmanship
• Sophisticated
PRICE RANGES• Entry-Level: $31,825
• Top Line: $70,000
• Entry-Level: $34,705
• Top Line: $90,000
• Entry-Level: $35,075
• Top Line: $65,000
ATTITUDINAL IQ
(BY CAR BRANDS)
• Family-Oriented (77%)
• Environmental Advocates (75%)
• Ambitious (74%)
• Ambitious (87%)
• Family-Oriented (81%)
• Brand Loyalist (78%)
• Family-Oriented (87%)
• Environmental Advocates` (75%)
• Spiritual (72%)
BETN BUYING POWER*
LUXURY CARS
(BY CAR BRAND)$5.9 BILLION $7.5 BILLION $3.0 BILLION
*How to read: BETN Infiniti owners spend nearly $6 Billion dollars on luxury cars.Source: 2015 Doublebase GfK BETN Luxury Car Psychographics by Brand Analysis; Base: Total Adults 18+. BETN= BETN Viewers= BET or Centric Weekly viewers; BET Multi-Platform= includes BET or Centric Weekly viewers, Top 50% online users, Visited a TV Net site or consumed TV content online, or consumed streaming content via cell /
mobile device in past month (music or social media apps.) Car Brand Descriptors obtained from manufacturer sites. Attitudinal IQ based on Behavior / Attitudes Gfk Doublebase module (% any agree): Ethnicity’s Pivotal (culture / ethnic heritage important part of who I am), Family-Oriented (Spending time with family is important), Environmental
Advocates (government should pay more attention to issues), Spiritual (prayer is part of my daily & consider myself a spiritual person), Traditional (enjoy maintaining traditions), Fun Loving (have a fun spirit), Ambitious (Given the choice, ambitious nature for being my own boss), Sociable (consider myself very social).6
BET Networks Viewers A18+ share their opinions about how they feel about cars and their ability to influence
their social circles on the car decisions they make:
Source: 2015 Doublebase GfK MRI weighted to Population (000) - Base: Adults 18+ Auto Attitudes (Any Agree). BETN= BETN Viewers= BET or Centric Weekly viewers
I typically consider several car brands when buying
69%Look forward to tech advances in new cars
67%
Top 2 Box (% Agree)
Consider safety first when in the market for a new car
76% 68%Quality of craftsmanship is
more important than anything else for me
7
Plan on buying a car that best meets my needs whether
domestic or foreign
65%
Want a versatile car to accommodate my busy
lifestyle – Very Important
65%When I like a car brand I
recommend to others
62%
Want a car that has both a car and SUV capabilities
67% 62%A car that’s fun to drive is a top consideration when I buy
Look for cars that have offer spirited performance & powerful acceleration
59%
BETN CAR ATTITUDES DRIVE HOME HOW & WHY THEY BUY CARS
Cadillac
7.0% 6.9%
Acura
6.3%4.5%
Audi
9.1%4.3%
Lincoln
8.8% 5.4%
BMW
17.4% 19.5%
Infiniti
14.7% 11.1%
Mercedes
13.3% 13.1%
Volvo
10.9%12.1%
Lexus
18.2% 17.8%
Source: 2015 Doublebase GfK MRI weighted to Population (000) – Base: Total Adults 18+. BETN= BETN Viewers= BET or Centric Weekly viewers Ad Supported cable = All Networks excluding Spanish Language and Kids Networks
& Non-BETN Viewers BET Competitive set = Cable Services: E! (Entertainment Television)LifetimeMTV (Music Television)MTV2OWN (Oprah Winfrey Network)OxygenTV OneUP Uplifting Entertainment [measured as GMC (Gospel
Music Channel) in Wave 69]Vh1,WE TV ( Women’s Entertainment Network)16
BETN Viewers
BETN Competitive Set
BETN Viewers Roll past the competition
BETN is the ideal network to reach the African American luxury auto consumer. This chart illustrates the percent share comparison of BETN viewers versus BETN’s competitive set of luxury vehicle owners.
BETN viewers have higher or similar composition of luxury vehicle brands that are popular with African Americans.
BETN viewers own Mercedes, Cadillac, Lincoln, Infiniti, Volvo, & Lexus at higher rates than its AA competitive set.
Cadillac
7.0% 5.0%
Acura
8.8%4.5%
Audi
11.7%4.3%
Lincoln
8.8% 3.8%
BMW
17.4% 17.9%
Infiniti
14.7% 11.5%
Mercedes
13.3% 12.7%
Volvo
11.7%12.1%
Lexus
18.2% 19.0%
Source: 2015 Doublebase GfK MRI weighted to Population (000) – Base: Total Adults 18+. BETN= BETN Viewers= BET or Centric Weekly viewers Ad Supported cable = All Networks excluding Spanish
Language and Kids Networks & Non-BETN Viewers16
BETN Viewers
Sports Viewers (Non BETN)
BETN Viewers Roll past Sports viewersBETN is the ideal network to reach the African American luxury auto consumer. This chart illustrates the percent share comparison of BETN viewers versus sports viewer luxury vehicle owners.
BETN viewers have higher or similar composition of luxury vehicle brands that are popular with African Americans.
BETN viewers own Mercedes, Cadillac, Lincoln, Infiniti, & Volvo at higher rates than its AA competitive set.
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FUN BETN AUTO FACTS
• Are 27% more likely to have exterior styling as their first consideration when buying a vehicle.
• Are 31% more likely to look for a high performance and fast acceleration when buying a vehicle
• Are 21% more likely to have fun as their top consideration when buying a car
• 63% check reviews online before making a purchase.
• 79% stick to brands they like
Source: 2015 Doublebase GfK MRI weighted to Population (000) – Base: Total Adults 18+. BETN= BETN Viewers= BET or Centric Weekly viewers Ad Supported cable = All Networks excluding Spanish
Language and Kids Networks & Non-BETN Viewers
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BETN viewers have a very distinctive preference for brand, performance and design, all of which are hallmarks of the seven luxury auto brands that African Americans prefer.
BETN is the ideal network to reach the AA luxury auto enthusiast on a large scale. BETN reaches 21 million African-Americans during its total day.
Choose BETN as the perfect destination to reach the African American luxury auto consumer.
Source: NPower Total Day Reach, Live + Same Day based on a 1- minute qualifier for 1Q16 (12/28/15 – 3/27/16)
SUMMARY