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Valentine’s Day Is a Major Spending Event

Discover the latest insights and trends on Valentine’s Day spending, including consumer plans, top spending categories, and the influence of broadcast TV. Reach Valentine’s Day shoppers effectively with broadcast advertising.

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Valentine’s Day Is a Major Spending Event

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  1. Valentine’s Day Is a Major Spending Event 2018 Expected Household Spend Source: NRF 2018 Back-to-School/College Spending Survey; Excludes holidays and back to school/college.

  2. Valentine’s Day Isn’t Just For Couples $ Consumers Plan to Spend Source: NRF Valentine’s Day 2018

  3. Broadcast: Great Way to Reach Valentine’s Day Shoppers Adults 25-54 Live+1 Ratings Source: Nielsen NPower1/1/2018 - 2/14/2018 Adults 25-54 Live+1 Ratings; Broadcast Includes all Networks and Syndication. 10 Cable Networks based on A25-54 Ratings.

  4. Broadcast TV’s Reach: Significantly Higher Than Cable Source: Nielsen NPower. February 7th 2018 Adults 25-54 Live+1 Ratings.

  5. TV Influenced Retail Consumers Most Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads)

  6. TV Has Highest Reach of Ad Supported Platforms Source: GfK TVB Media Comparisons Study 2018. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, 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.

  7. People Spend the Most Time with Television of All Ad Supported Platforms Source: GfK TVB Media Comparisons Study 2018. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, 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.

  8. Top Spending Categories For Valentine’s Day In Billions Source: NRF's 2018 annual Valentine's Day Spending Survey, conducted by Prosper Insights & Analytics.

  9. Broadcast Delivers Jewelry Shoppers Index 206 189 180 176 186 175 161 161 154 154 Source: GfK MRI Spring 2018 Adults 18+ Index. Fine jewelry – purchased for someone else (gift). Syndication – Entertainment Tonight, Family Guy, Modern Family.

  10. Target Key Markets with Local TV 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.

  11. Wining and Dining with Broadcast Viewers Index 172 165 159 150 161 150 149 143 141 145 Source: GfK MRI Spring 2018 Adults 18+ Index. Spent $100+ at a family restaurant/steakhouse in the last 30 days. Syndication – Seinfeld.

  12. Feast on Geographical Strengths with Local TV 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: The Cheesecake Factory, Red Lobster.

  13. Consumers Plan to Shop at Department, Discount Stores and Online Source: NRF's 2018 annual Valentine's Day Spending Survey, conducted by Prosper Insights & Analytics.

  14. Broadcast TV Delivers Department Store & Discount Store Shoppers Department Stores Discount Stores Source: GfK MRI Spring 2018 Adults 18+ Index. Shopped at a Department Store or Discount Store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne.

  15. Broadcast TV Delivers Online Shoppers Index 142 141 137 130 139 126 125 123 122 124 Source: GfK MRI Spring 2018 Adults 18+ Index. Internet Shopping: Spent $50 or more on any item in last 12 months.

  16. “Have TV ads influenced your search selections?” Source: GfK TVB Purchase Funnel 2018 Retail Category “When doing an online search, how often, if at all, have TV ads you have seen in this category influenced you in some ways in your search?” (Yes = combination of Every time, Most of the time & Sometimes)

  17. Broadcast TV Websites/Apps Provide Multi-platform Opportunities

  18. “When Visiting a Television Station’s Website or App, do you View the Ads?” Source: GfK TVB Purchase Funnel 2018 Retail Category “How often do you look at the video ads on that local television station’s website or app?” (Yes = combination of Every time, Most of the time & Sometimes)

  19. Broadcast Television Reaches More Adults in 4 Days than YouTube Reaches in a Month... 6 5800 # of Channels 4 2 1 3 1 4 6 7 2 3 5 Time Frame Days 8 9 10 11 12 13 14 19 15 16 17 18 20 21 22 23 24 25 26 27 28 29 30 Source: November 2018 Nielsen; Most Current, Live+SD. ComScore, People 2+, Data Source: VMX Desktop, 151,775,000 Unduplicated Viewers; All of YouTube Category compared to the 6 Broadcast Nets.

  20. ...And Broadcast TV Reaches More Adults in 1 Day Than Social Media Videos Reach in a Month 1 1 4 6 7 2 3 5 Time Frame Days 8 9 10 11 12 13 14 19 15 16 17 18 20 21 22 23 24 25 26 27 28 31 29 29 30 30 35 Programs on 6 Networks Nielsen 60 second viewer requirement 4.9 Billion Videos on 79 Platforms ComScore 3 second viewer requirement Source: November 2018 Nielsen; Most Current, Live+SD. ComScore, People 2+, Data Source: VMX Desktop, 68,109,000 Unduplicated Viewers; All of Social Media Category compared to the 6 Broadcast Nets.

  21. Key Valentine’s Day Takeaways • Valentine’s Day is a major spending event. • Broadcast is a great way to reach Valentine’s Day shoppers. • Broadcast TV delivers high reach and targeted ratings. • People spend more time with TV – 5 times that of any other media platform. • Top gifts for this Valentine’s Day are jewelry, and an evening out. • Local TV’s geographic flexibility allows advertisers to support high sales markets. • Broadcast TV delivers brick and mortar and online shoppers. • TV ads influence search selections. • Local Broadcast TV websites offer multi-platform opportunities.

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