2 Source NRF Monthly Consumer Survey A18 April 2016 3 Source NRF Monthly Consumer Survey A18 April 2016 3 Out of 4 Consumers Plan On Spending The Same or More Than Last Year Recipients for Mothers Day Gifts ID: 731942
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Slide1
1
2016Slide2
Mother’s Day Spending
2
Source
: NRF Monthly Consumer
Survey A18+, April 2016 Slide3
3
Source: NRF Monthly Consumer Survey A18+, April 2016
3 Out of 4 Consumers Plan
On
Spending The Same or More Than Last YearSlide4
Recipients for Mother’s Day Gifts
4
Source: NRF Monthly Consumer Survey A18+, April 2016Slide5
Purchase Locations for Mother’s Day Gifts
5
Source: NRF Monthly Consumer Survey A18+, April 2016Slide6
A Year Later, TV Still StrongTime Spent Comparable to Year Ago
6
Source: Nielsen Total Audience Report Q4 2015Slide7
Broadcast: Great Way to Reach
Mother’s Day Shoppers7
Source:
Nielsen
NPower 3/30/2015 - 5/10/2015 Adult 18-49 Live+SD Ratings; A18-49 10 Cable Networks based on A18-49 Ratings.
Adult 18-49 RatingsSlide8
Broadcast TV’s Reach: Significantly Higher Than Cable
8
Source: Nielsen NPower. May 7th 2015 Adults 18-49
Live+SD.Slide9
Planned Mother’s Day Spending
9
Source: NRF Monthly Consumer Survey A18+, April 2016
BillionsSlide10
Jewelry Shoppers Watch Broadcast TV
10
Source: GFK MRI
Fall 2015, Base
: Adults 18+ Index; Any Amount Spent on Fine Jewelry.Slide11
Jewelry Shopping is a Local Decision
11
Source: GfK MRI 2015 Market-by-Market weighted by Adult 18+ population. Fine Jewelry – Where Purchased. Slide12
Wining and Dining with Broadcast V
iewers12
Source: GFK MRI Fall 2015, Base: Men 18+ Index, Women 18+
Index. Family & Steakhouse Restaurants 3+ times in the last 30 days.
Men
WomenSlide13
Target Adults Who Enjoy Dining
Out at
Applebee’s with Local Broadcast 13
Source: GfK MRI 2015 Market-by-Market weighted by Adult 18+ population.
Bought at Applebee’s in the last 6 months. Slide14
Broadcast
TV Viewers
Give The Gift Of Flowers
14
Source: GFK MRI Fall 2015, Base: Adults 18+ Index; Any Amount Spent on Flowers by Phone/Internet or Flower Shop.
159148
143142136
136
136133130
129
Top 10 Programs by IndexSlide15
Broadcast TV Viewers Purchase Gift Cards
15
Source: GFK MRI Fall 2015, Base: Men 18+ Index, Women 18+ Index. Spent Any Amount on a gift card in the last 6 months.
Men
WomenSlide16
Broadcast TV: The Destination for Clothing Store Shoppers
16
Source: GFK MRI Fall 2015, Base: Men18+ Index, Women 18+ Index. Clothing Expenditures- Any Amount spent in the last 12 months.
Men
WomenSlide17
Zero In On Macy’s Strengths
17
Source: GfK MRI 2015 Market-by-Market weighted by Adult 18+ population. Shopped at Macy in the last 3 months. Slide18
Top Programs of Electronic Shoppers
18
Source: GFK MRI Fall 2015, Base: Men 18+ Index, Women 18+ Index. Shopped at any electronics store in the last 12 months.
Men
WomenSlide19
Reach Shoppers Shopping For
The Book Lover Mom
19
Source: GFK MRI Fall 2015, Base: Adults 18+ Index;
Purchased audiobook, hardcover, paperback or digital in the last 12 months.135129
127125
125124124
123
123122
Top 10 Programs by IndexSlide20
TV Ads Stronger Motivator for Young Adults’ Word of Mouth and Digital Actions
20
Source:
Gfk
Voter Funnel Research: Questions A-9, A-10; Base: TV Exposure (18+) Adults 18-34Slide21
Yes
76%
Never
24%
76% Visiting Local TV Websites
View Video AdsQ12 Base:818 “When visiting a local TV station’s website… do you look at the video ads?; Yes=Any time viewing (18+)
21Slide22
Local TV Offers Multi-platform Opportunities
22Slide23
Local TV Station Websites
An Important Digital Influencer
Source: TVB/The Futures Company; “Purchase Funnel 2015” (18+)
% choosing either as 1
st 2nd or 3
rd Most ImportantSlide24
Broadcast Reaches Niche Shopper
24
Source: GFK MRI Fall 2015, Base: Adults 18+ Index; Shopped at Champs Sports, Dick’s Sporting Goods, or Sports Authority in the past 3 months. Any Music bought in any form in the past 6 months.
The Athletic Mom
The Music
Lover MomSlide25
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 brunchFlowersGift cardsClothingLocal Television Zeros in on market strengthsTV Ads Stronger Motivator for Young Adults’ Word of Mouth and Digital
ActionsLocal TV stations offer multi-platform opportunities and are important digital influencers25