Mothers Day Spending Source NRFs Annual 2019 Mothers Day Spending Survey Mothers Day is the Largest Spending Event In the First Half of the Year 3 Source NRF 2018 BacktoSchoolCollege Spending ID: 765002
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Mother’s Day Spending Source: NRF's Annual 2019 Mother's Day Spending Survey
Mother’s Day is the Largest Spending Event In the First Half of the Year 3 Source: NRF 2018 Back-to-School/College Spending Survey
Recipients for Mother’s Day Gifts 4 Source: NRF's Annual 2019 Mother's Day Spending Survey
TV Has Highest Reach of Ad Supported Platforms Broadcast Leads the Way5 Source: GfK TVB Media Comparisons Study 2019. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.
People Spend the Most Time with Television of All Ad Supported Platforms 6 Source: GfK TVB Media Comparisons Study 2019. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.
Broadcast: Great Way to ReachMother’s Day Shoppers7 Source: Nielsen NPower 4/2/2018 - 5/13/2018 Adult 18-49 Live+1 Ratings; Top 10 Cable Networks based on A18-49 Ratings. Adults 18-49 Ratings
8 Source: GfK TVB Media Comparisons Study 2019. Persons 18+. 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/Apps includes local TV station & network websites/apps for news/weather/sports. Total Streaming Video includes streaming TV programs/movies and/or streaming video (not TV/movies) like YouTube. Television is The Top Advertising Medium That Influences Purchase Decisions Advertising medium which you feel most influences you to make a purchase decision % Adults 18+
TV has Highest Level of Importance Driven by Those Saying it’s “Most” Important. Other Platforms are Predominantly 2nd and 3rd Most Important. 9 Source: GfK TVB Purchase Funnel 2018 Retail Category (% 1st, 2nd & 3rd Most important media type among those who saw/heard ads in at least 1 media source)
What Influenced Retail Consumers Most10 Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source)
Jewelry Planned to Increase Significantly in 2019 11 Source: NRF's Annual 2019 Mother's Day Spending Survey Billions 12% 6% % Change 6% (2%) 11% 6% 12%
Jewelry Shoppers Watch Broadcast TV Source: GFK MRI Fall 2018, Base: Adults 18+ Index; Spent $100+ on fine jewelry in last 12 months. Syndication – Mom, TMZ, Entertainment Tonight, Jeopardy, Mike & Molly. 240 201 200 185 195 184 176 174 172 173 Index 12
Jewelry Shopping is a Local Decision Source: GfK MRI 2018 Market-by-Market weighted by Adult 18+ population. Purchased Fine Jewelry at Jared, Kay or Zales . The Redder the better - High Index 13
Wining and Dining with Broadcast Viewers Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Spent $50+ at a family restaurant/steakhouse in the last 30 days . 164 149 141 134 137 133 132 132 130 131 Index 14
Target Adults Who Enjoy Dining Out With Local Broadcast Source: GfK MRI 2018 Market-by-Market weighted by Adult 18+ population. Bought at in the last 6 months: Chili’s, Applebee’s. The Redder the better - High Index 15
Broadcast TV Viewers Purchase Gift Cards Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Spent $25 or more on a gift card. 186 170 169 158 160 154 153 152 152 152 Index 16
Broadcast TV Viewers Give The Gift Of Flowers Source: GFK MRI Fall 2018, Base: Adults 18+ Index; Any Amount Spent on Flowers by Phone/Internet or Flower Shop in last 6 months. Syndication – Seinfeld, America’s Funniest Home Videos. 168 156 154 148 152 146 144 139 135 137 Index 17
Top Programs for Clothing, Electronic and Spa Day Shoppers 18 Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Shopped at The Gap, JCPenney, Lord & Taylor, Macy’s, Nordstrom or Target in the last 3 months. Shopped at Apple Store or Best Buy in the last 12 months. Visited a dayspa in the past 6 months. Electronic Shoppers For Those That Like to be Pampered Clothing Shoppers
Purchase Locations for Mother’s Day Gifts 19 Source: NRF Monthly Consumer Survey A18+, April 2018
Broadcast TV Delivers Department Store Shoppers 20 Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne. Department Stores Index
“This holiday season, have you purchased or plan to purchase from…?”21 Source: GfK TVB Purchase Funnel 2018 Retail Category Adults 18+
Shopped at Store, Shopped Online:About a Third Did Both 22
What Influenced Consumers Most For Retail:Awareness 23 Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source)
In-Store Browse & Purchase vs. Online Browse & Purchase Digital Gains in Importance for Online 24 Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source)
Regardless of Methods, All Shoppers Highly Trust Local TV Assets 25 Source: GfK TVB Purchase Funnel 2018 Retail Category “Source: GfK TVB Purchase Funnel “I trust the news I see/hear on this media source” (Agree Strongly + Agree Somewhat)
Broadcast TV Delivers Online Shoppers Source: GFK MRI Fall 2018, Base Adults 18+ Index. Bought an item online in last 6 months . Syndication – Lucky Dog. 165 158 156 149 150 148 144 143 172 138 Index 26
Television Ads Are Motivation To Do Further Research Online27 Source: GfK TVB Media Comparisons Study 2019. Persons 25-54. Includes only those who answered.Q3 - Has an advertisement on television motivated you to go the Internet to find out more information about that product or service? Has an advertisement on television motivated you to go the Internet to find out more information about that product or service?
Broadcast Websites Provide Multi-platform Opportunities28
“Have TV ads influenced your search selections?” 29 Source: GfK TVB Purchase Funnel 2018 Retail Category A18+ (Yes = combination of Every time, Most of the time & Sometimes). “When Visiting a Television Station’s Website or App, do you View the Ads?” “Have you ever commented, posted, liked or shared info or articles from a local TV station’s website or app?” Interplay Between Television and Digital
44% of Adults 25-54 Have Read or Watched Local Broadcast TV Station Content on a Social Media Site30 Source: GfK TVB Media Comparisons Study 2019. Includes only those who answered all of the time, often, or sometimes. QO10/QO11 - Have you ever read or watched local broadcast TV station content on a social media site like Facebook, Twitter, or Instagram?
Key Mother’s Day Takeaways Mother’s Day is a major spending event with an estimated $25 billion spent in 2019.TV is the top platform for reach and time spent. Television influences retail consumers most throughout the purchase funnel. Broadcast TV dominates ratings and reach of Mother’s Day shoppers.Broadcast TV delivers key categoriesLocal television supports high sales markets TV ads motivate and influence digitalLocal TV stations offer multi-platform opportunities. 31
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