Mother's Day Spending - TVB

Mother's Day Spending - TVB

Mothers Day Spending Total Expected Spending In Billions $20.7 $18.6 $14.1 $14.6 Apr-09 Apr-10 $19.9 $21.2 $21.4 Apr-15 Apr-16 $23.6 $23.1 Apr-17 Apr-18 $25.0 $16.3 Apr-11 Apr-12 Source: NRF's Annual 2019 Mother's Day Spending Survey Apr-13 Apr-14 Apr-19

Mothers Day is the Largest Spending Event In the 2018 First Half of the Year Estimated Household Spend $180 $150 Mother's Day Source: NRF 2018 Back-to-School/College Spending Survey Easter $144 Valentine's Day $133 Father's Day 3 Recipients for Mothers Day Gifts Who do you plan to buy a Mothers Day Gift for? 64% 59% Men Women 44% 12% 2% Mother or Stepmother Wife 6% Daughter Source: NRF's Annual 2019 Mother's Day Spending Survey 6%

8% Grandmother 6% 13% 10% Sister 5% 8% Friend 1% 2% 4% Godmother Other relative 4 TV Has Highest Reach of Ad Supported Platforms Broadcast Leads the Way Television (Broadcast/... 81% 80% 69% 57% Social... 56% 55% S 53% 33% Streaming Video Other Than TV Programs or ...

31% 27% Broadcast TV News Websites... 23% 21% Maga... 20% % Reached Yesterday Adults 18+ 19% Internet-Print (Newspapers/Maga... 17% 14% 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. 5 People Spend the Most Time with Television of All Ad Supported Platforms 5:24 Television (Broadcast/C... 3:33 1:51 Cab 1:06 1:02 1:02 0:51 Streami... 0:32

0:29 Streaming Video Other Than TV Programs or M... 0:28 Internet-... 0:19 Daily Time Spent Yesterday A18+ (In Hours:Minutes) 0:15 Broadcast TV News Websites... 0:14 0:09 Internet-Print (Newspapers/Magaz... 0:08 0:08 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. 6 Broadcast: Great Way to Reach Mothers Day Shoppers Adults 18-49 Ratings Rose... The Big Bang Th... Masters Golf Tournament... NBA Playoffs on ABC... Kentucky D... NBA Playoffs on ABC... Young She... NBA Playoffs on ABC... ACM Aw... NBA Playoffs onABC... Grey's Ana... The Mi... NBA Playoffs on ABC... Em V

Comey-ABC Neews Exclusive Inter... NBA Playoffs on ABC... Surv... American Idol... Saturday N... Top 10 Cable ... 3.6 3.0 2.7 2.5 2.5 2.4 2.3 2.3 2.2 2.2 2.2 2.0 2.0 2.0 1.9 1.9 1.9 1.9 1.8 1.8 0.2 Source: Nielsen NPower 4/2/2018 - 5/13/2018 Adult 18-49 Live+1 Ratings; Top 10 Cable Networks based on A18-49 Ratings. 7 Television is The Top Advertising Medium That Influences Purchase Decisions Tele... 30.5% Social... 13.5% Newsp... 10.7%

Ema 9.3% Direc... 7.3% 6.8% Broadcast TV News Website... 5.1% Maga... 4.6% Total Streaming... 4.0% Internet... 2.8% Rad 2.6% Cable TV News Website... Advertising medium which you feel most influences you to make a purchase decision % Adults 18+ 1.2% Out-of-Home/Bill... 0.8% Movie T... 0.7% 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. 8 TV has Highest Level of Importance Driven by Those Saying its Most Important. Other Platforms are Predominantly 2nd and 3rd Most Important. Awareness Stage Telev... 45% Social ... 9% 10% News... 5% 8% Broadcast TV Websites... 5% 6% Ad/Catalog in the... 3% 6% 16% 9% 7% 5%

4% 6% 3rd Most Important 2nd Most Important Most Important 5% 3% 4% 5% 5% 6% 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) 9 What Influenced Retail Consumers Most 2% 2% 3% 3% 3% 3% 2% 2% 2% 3% 4% 5% 5% 5% 9% 4%

2% 2% 3% 3% 3% 3% 2% 2% 3% 3% 6% 5% 6% 4% 7% 6% 6% 4% 3% 6% 6% 10% 9% 35% 37% 34% Visit Store/Website for Info Consideration

Purchase 10% 45% Awareness Search 40% Interest Movie Theatre Radio Broadcast TV Websites/Apps Email 2% 2% 2% 3% 3% 6% 5% 3% 6% 9% Streaming TV Online Internet Video Ad Ad/Catalog in the Mail Ad on a Website Social Media Television Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source) 10 Jewelry Planned to Increase Significantly in Billions 2019 2019 2018 $5.19

Jew $4.64 $4.62 $4.37 Special Ou... Gift C... $2.62 $2.48 Flo $2.58 $2.62 Clothing/Accesso... Electro... Personal Ser... Source: NRF's Annual 2019 Mother's Day Spending Survey % Change $2.29 $2.07 $2.18 $2.06 $2.01 $1.79 12% 6% 6% (2%) 11% 6% 12% 11 Jewelry Shoppers Watch Broadcast TV Index 240 201

200 195 185 184 176 174 173 172 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. 12 Jewelry Shopping is a Local Decision The Redder the better - High Index Source: GfK MRI 2018 Market-by-Market weighted by Adult 18+ population. Purchased Fine Jewelry at Jared, Kay or Zales. 13 Wining and Dining with Broadcast Viewers Index 164 149 141 137 134 133 132

132 131 130 Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Spent $50+ at a family restaurant/steakhouse in the last 30 days. 14 Target Adults Who Enjoy Dining Out With Local Broadcast The Redder the better - High Index Source: GfK MRI 2018 Market-by-Market weighted by Adult 18+ population. Bought at in the last 6 months: Chilis, Applebees. 15 Broadcast TV Viewers Purchase Gift Cards Index 186 170 169 160 158 154 153 152 152 152 Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Spent $25 or more on a gift card. 16

Broadcast TV Viewers Give The Gift Of Index Flowers 168 156 154 152 148 146 144 139 137 135 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, Americas Funniest Home Videos. 17 Top Programs for Clothing, Electronic and Spa Day Shoppers Clothing Shoppers 150 Jane the Vi... Electronic Shoppers The Good P... 144 The Amazing ... Life in Pi...

143 A.P.... 137 Bachelor in Para... 160 The Bachelor... 150 147 145 The Good P... This is... 158 Dancing with the St... This i... 135 Bachelor in Para... 133 Chicago ... Brooklyn Nine-... 132 Chicago F... Grey's Ana... 128 Jack Hanna's Wild Countdown (...

129 Family ... Brooklyn Nine-... 128 The F... 129 Chicago... The Bach... 128 The Orv... 127 The Good Doc... Will & G... 124 World of ... 127 B Entertainment Tonight (... 124 TMZ ... 126 The Vo... Speech... 125 America's Got Tal... The Good Do... 122 $100,000 Pyr... 125

Datel... Supers... 122 The Bach... 124 20 Beat Sh... 124 160 American I... Supers... 131 172 Black-... 135 234 191 Grey's Anat... The Bachelor... Black... 135 For Those That Like to be Pampered 153 150 147 138 133 130

126 125 119 117 Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Shopped at The Gap, JCPenney, Lord & Taylor, Macys, 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. 18 Purchase Locations for Mothers Day Gifts 35% Department S... 31% On 29% Specialty Store (Greeting Card/Gift Store, Florist, Jeweler, Electronics St... 23% Local/Small Busi... 22% Discount S... Specialty Clothing S... Source: NRF Monthly Consumer Survey A18+, April 2018 10% 19 Broadcast TV Delivers Department Store Shoppers Department Stores Index Good G... 141 This ...

136 132 River... 132 Life in P... 130 How to Get Away with Mu... 129 Brooklyn Nine-... 129 Jane the Vi... 127 Black... 126 Hollywood Game N... 125 Bob's Burgers ... 125 Fresh Off the ... 124 The Bachelor... 124 Grey's Ana... Mike & Molly ... 123

122 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. 20 This holiday season, have you purchased or plan to purchase from? 46% Browse & Purchase Physical... 35% Browse & Purchase ... 25% Browse Online, Purchase Ph... Browse & Purchase Online and Pickup Ph... Browse Physical, Purchase ... Source: GfK TVB Purchase Funnel 2018 Retail Category Adults 18+ 23% 20% 21 Shopped at Store, Shopped Online: About a Third Did Both All BothBrowse & Physica Purcha l se Locatio Online n 22

What Influenced Consumers Most For Retail: Awareness Browse & Purchase Physical Store; 1% 2% 2% 2% 3% 3% Browse & Purchase Online; 1% 3% 4% 5% 6% 7% 3% 4% 4% 3% 5% 3% 3% 3% 5% 2% 5% 7% Watching On Demand2 4% 4% 4% 5% Browse Online, Purchase4% Physical; 1%

4% 6% 3% 3% 6% 3% 4% 6% 7% 12% 10% 11% 10% 39% 40% 38% 37% 10% 45% 2% 3% 3% 3% 2% 3% 2% 2% 3%

5% Radio Streaming TV Online Broadcast TV Websites/Apps Mail 7% Internet Display/Banner Ad Internet Video Ad Search Newspaper (Print Only) Email Social Media Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source) Television 23 In-Store Browse & Purchase vs. Online Browse & Purchase Digital Gains in Importance for Online 4% 5% 6% Browse & Purchase Physical Store 4% 5% 3% 2% 7% 7% 7% 8% 9% 8% 9%

9% 10% 8% 10% 9% 4% 4% 5% 7% 7% 9% 12% 2% 8% 10% Browse & Purchase Online 3% 4% 5% 2% 2% 3% 3% 3% 2% 9% 10% 13%

12% 9% 4% 3% 2% 11% 13% 9% 13% se Co n si de ch a ra In r fo eb e/ W to r Website ad Social Media 26% Pu r

tio n fo t te r In Radio Email 31% 30% es s ar en es se Social media Vi si tS Email 35% Aw si de eb e/ W

to r Vi si tS Newspaper 39% 32% ch a ra In fo r te r In Mail Television tio n fo t es s es en ar Aw Radio

36% 34% Pu r 39% Co n 45% Broadcast TV Websites/Apps Television Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source) 24 Regardless of Methods, All Shoppers Highly Trust Local TV Assets % Agreeing 83% 84% 81% 71%69% 73% 67% 75%73% 53% 45% Local Broadcast TV 80% 76%74% 86%

50% 75%75% 55% 43% Local Broadcast News Websites/Apps Newspapers websites/Apps 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) Social Media 25 Broadcast TV Delivers Online Shoppers Index 165 158 156 150 149 148 144 143 138 172 Source: GFK MRI Fall 2018, Base Adults 18+ Index. Bought an item online in last 6 months. Syndication Lucky Dog. 26 Television Ads Are Motivation To Do Further Research Online

Has an advertisement on television motivated you to go the Internet to find out more information about that product or service? Percent Yes 54% Adults 18+ 56% Adults 25-54 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? 27 Broadcast Websites Provide Multi-platform Opportunities 28 Interplay Between Television and Digital Have TV ads influenced your When Visiting a Television Stations Website or App, do you View the Ads? search selections? 81.10 % Yes 87% Have you ever commented, posted, liked or shared info or articles from a local TV stations website or app? Never Don't do 7% Searches 6% 47.10 52.90

% % 18.90% Source: GfK TVB Purchase Funnel 2018 Retail Category A18+ (Yes = combination of Every time, Most of the time & Sometimes). 29 44% of Adults 25-54 Have Read or Watched Local Broadcast TV Station Content on a Social Media Site Percent Yes 44% 34% A18+ A25-54 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? 30 Key Mothers Day Takeaways Mothers 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 Mothers Day shoppers. Broadcast TV delivers key categories Local television supports high sales markets TV ads motivate and influence digital Local TV stations offer multi-platform opportunities. 31 Thank You

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