Experian Simmons National Consumer Study Advertising Outside the Home for DPAA March 2011 © 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Simmons - Single Source Delivering 360 Degree Insight on the American Consumer Kids & Teens National Consumer/ Hispanic Study Simmons DataStream Consumer Multi-Media Engagement/ New Media Simmons Local Custom Research © 2011 Experian Information Solutions, Inc. All rights reserved. 2 Experian Simmons Simmons National & Hispanic Consumer Studies National Consumer Study 25,000 adults annually Continuous measurement Quarterly Release 60,000 personal and household measures 500 categories 8,000 brands & products 600+ attitudes and opinions All forms of media Syndicated and specialty segmentations Kids & Teens National Consumer/ Hispanic Study Simmons DataStream Consumer Multi-Media Engagement/ New Media Simmons Local Hispanic Study All NCS measures Over 7,000 Hispanic adults living in the U.S. Heritage Language preferences Spanish-language media Hispanic specific lifestyle / psychographic attributes Custom Research © 2011 Experian Information Solutions, Inc. All rights reserved. 3 Experian Simmons From Adults to Simmons Kids and Teens Kids Over 2,000 kids ages 6 to 11 Media, product consumption, brands and product usage Psychographic questions about fashion, multiple media channels, money, parents, friends, selfimage, the Internet, media usage Released twice a year, on a rolling 12-month sample Kids & Teens National Consumer/ Hispanic Study Simmons DataStream Consumer Multi-Media Engagement/ New Media Simmons Local Teens Over 2,000 teens ages 12 to 17 Media, product and brand consumption, services ownership, purchase and usage In-depth demographics Lifestyle/ psychographics Released twice a year, on a rolling 12-month sample Custom Research © 2011 Experian Information Solutions, Inc. All rights reserved. 4 Experian Simmons From National to SimmonsLOCAL SimmonsLOCAL 209 DMAs Insight down to ZIP5 level Largest local analysis database available County and ZIP code mapping Complete media consumption data for each market, including broadcast TV, cable, newspaper, magazine, radio and Internet Kids & Teens National Consumer/ Hispanic Study Simmons DataStream Consumer Multi-Media Engagement/ New Media Simmons Local Unprecedented in-tabs of up to 50,000 per DMA 60,000 personal and household measures Product purchase behavior across over 500 categories Brand preference on 8,000 brands & products 600+ attitudes and opinions Custom Research © 2011 Experian Information Solutions, Inc. All rights reserved. 5 Experian Simmons DataStreamSM Single source of weekly consumer insights Over 60,000 NCS measures updated weekly Advertising effectiveness analysis Demonstrate accountability for marketing spend Track brand performance Brand health for products or media properties Competitive brands Kids & Teens National Consumer/ Hispanic Study Simmons DataStream Consumer Multi-Media Engagement/ New Media Simmons Local Monitor consumer trends Shifts in consumer behaviors, opinions and lifestyle Detect critical market movements sooner Custom Research © 2011 Experian Information Solutions, Inc. All rights reserved. 6 Simmons National Consumer Study Video Advertising Outside the Home reserved © 2011 Experian Information Solutions, Inc. All rights reserved. 7 Simmons National Consumer Study Advertising Outside the Home – video advertisements Almost 40% of U.S. Adults 18+ noticed video advertisements outside the home in the last 7 days and almost 56% in the last 30 days 7 days Video Advertisements Noticed Adults 18+ Hispanics Airports Doctor's Office or Hospital Waiting Area Elevators Gas Stations Health Club/ Gym Inside Taxis Large Retail or Department Stores Office Buildings ( Not In The Elevator) Restaurants or Bars Riding Public Transport (bus, trains, subway) Shopping Malls Sports Stadiums or Arenas Waiting For Public Transport (platform/ shelter) NET 3.6% 8.8% 4.2% 22.7% 4.9% 1.8% 15.1% 3.1% 15.7% 4.6% 13.5% 4.1% 3.7% 39.6% 30 days Non Hispanics 4.7% 9.8% 4.9% 21.0% 5.1% 2.3% 15.2% 3.7% 13.7% 6.1% 12.8% 4.5% 4.5% 39.1% © 2011 Experian Information Solutions, Inc. All rights reserved. Source: Simmons Fall 2010 NHCS 6-Month 3.4% 8.6% 4.1% 23.1% 4.9% 1.7% 15.1% 3.0% 16.0% 4.3% 13.6% 4.0% 3.5% 39.7% Adults 18+ Hispanics 12.4% 23.7% 9.3% 32.1% 9.3% 5.0% 28.6% 7.6% 27.8% 9.1% 27.8% 11.3% 7.9% 55.9% 15.1% 27.1% 12.9% 33.2% 11.8% 7.4% 29.9% 10.5% 28.0% 14.0% 30.6% 13.9% 12.2% 55.2% Non Hispanics 11.9% 23.0% 8.6% 31.9% 8.9% 4.5% 28.4% 7.1% 27.8% 8.2% 27.3% 10.8% 7.1% 56.1% 8 Simmons National Consumer Study Advertising Outside the Home – video advertisements Hispanic consumers overall are more receptive to video advertisements outside the home than NonHispanic consumers 7 days Video Advertisements Noticed (Index) Airports Doctor's Office or Hospital Waiting Area Elevators Gas Stations Health Club/ Gym Inside Taxis Large Retail or Department Stores Office Buildings ( Not In The Elevator) Restaurants or Bars Riding Public Transport (bus, trains, subway) Shopping Malls Sports Stadiums or Arenas Waiting For Public Transport (platform/ shelter) 30 days Hispanics Non Hispanics 111 116 92 103 130 100 117 88 134 95 112 123 111 98 97 101 99 94 100 97 102 94 101 98 96 98 © 2011 Experian Information Solutions, Inc. All rights reserved. Source: Simmons Fall 2010 NHCS 6-Month Red = Index 110 and above (Index) Hispanics Non Hispanics 115 139 103 126 149 105 138 101 153 110 124 155 115 97 93 99 95 91 99 93 100 90 98 96 90 97 9 Simmons National Consumer Study Advertising Outside the Home – video advertisements Hispanic consumers tend to be younger with HHI $51K and discretionary spend estimate $8,450, while Non-Hispanics are older, have more income and discretionary spend estimate Hispanics noticed past 7 days Age Median Airports Doctor's Office or Hospital Waiting Area Elevators Gas Stations Health Club/ Gym Inside Taxis Large Retail or Department Stores Office Buildings ( Not In The Elevator) Restaurants or Bars Riding Public Transport (bus, trains, subway) Shopping Malls Sports Stadiums or Arenas Waiting For Public Transport (platform/ shelter) NET 36.4 39 37.5 36.4 32.6 27.9 37.7 37.8 38.6 34.7 38.8 35 41 36.5 HHI DSE* Median Median ($) 67,500 54,500 58,500 52,200 58,300 40,700 55,300 54,700 53,200 50,300 60,100 57,300 52,600 51,000 © 2011 Experian Information Solutions, Inc. All rights reserved. Source: Simmons Fall 2010 NHCS 6-Month Non-Hispanics ($) 11,874 8,737 10,947 9,222 9,252 7,376 9,698 8,827 9,093 6,374 10,929 8,315 7,147 8,450 Age Median 44.8 51.8 44.7 45.2 42.6 39.7 47.4 43.2 46.2 42.8 46.7 41.8 39.4 46.2 HHI DSE median Median ($) 67,800 53,100 63,800 60,800 67,100 38,600 62,100 73,300 61,200 48,500 67,500 67,800 55,900 63,500 ($) 12,129 10,482 11,001 11,102 13,613 8,324 11,397 11,459 11,166 8,729 11,657 11,706 8,467 11,695 10 *Discretionary Spend Estimate : an estimated dollar amount of a household’s annual spend on discretionary expenses Simmons National Consumer Study Advertising Outside the Home – video advertisements American consumers who noticed advertising in places outside their home tend to be approximately 44 years of age, with household income of $60,00 and estimated discretionary spending of $11,000 annually 7 days 30 days Adults 18+ Hispanics Non Hispanics Adults 18+ Hispanics Non Hispanics Age Median 44.6 36.5 46.2 43.9 36.2 45.5 Age Mean 45.3 39.4 46.4 44.7 39.2 45.7 HHI median 61,100 51,000 63,500 60,300 51,800 62,200 HHI mean 83,900 65,400 87,300 84,300 67,300 87,500 DSE Median 11,176 8,450 11,695 10,954 8,903 11,355 DSE Mean 14,105 10,828 14,715 13,999 11,241 14,513 © 2011 Experian Information Solutions, Inc. All rights reserved. Source: Simmons Fall 2010 NHCS 6-Month 11 *Discretionary Spend Estimate : an estimated dollar amount of a household’s annual spend on discretionary expenses Simmons National Consumer Study Advertising Outside the Home – video advertisements Non-Hispanics TV Prime Time Viewing quintile 1 quintile 2 quintile 3 quintile 4 (highest) (2nd highest) (middle) (2nd lowest) noticed past 7 days Airports Doctor's Office or Hospital Waiting Area Elevators Gas Stations Health Club/ Gym Inside Taxis Large Retail or Department Stores Office Buildings ( Not In The Elevator) Restaurants or Bars Riding Public Transport (bus, trains, subway) Shopping Malls Sports Stadiums or Arenas Waiting For Public Transport (platform/ shelter) NET 84 128 86 116 86 79 121 97 122 103 113 102 102 115 © 2011 Experian Information Solutions, Inc. All rights reserved. Source: Simmons Fall 2010 NHCS 6-Month Red = Index 110 and above 109 124 132 115 113 168 127 134 111 121 123 144 142 112 112 77 101 104 125 43 97 78 100 92 105 90 83 102 106 103 109 93 112 126 85 90 91 84 90 98 74 95 12 Simmons DataStream Video Advertising Outside the Home reserved © 2011 Experian Information Solutions, Inc. All rights reserved. 13 Simmons DataStream Advertising Outside the Home – video advertisements 7 days measures help to understand different trend cycles Percent of Adults who noticed video advertisements last 30 days or 7 days 70% Last 30 days 60% 50% 40% 30% 20% Last 7 days 10% +27% relative increase -11% relative decrease 0% 1/24/2011 1/17/2011 1/10/2011 1/3/2011 12/27/2010 12/20/2010 12/13/2010 12/6/2010 11/29/2010 11/22/2010 11/15/2010 11/8/2010 Bases: Adults 18+ Target: Video Advertisements Outside of the home 30 days and 7 days 11/1/2010 © 2011 Experian Information Solutions, Inc. All rights reserved. 10/25/2010 10/18/2010 10/11/2010 10/4/2010 9/27/2010 9/20/2010 9/13/2010 9/6/2010 8/30/2010 8/23/2010 8/16/2010 8/9/2010 8/2/2010 7/26/2010 7/19/2010 7/12/2010 7/5/2010 6/28/2010 6/21/2010 6/14/2010 6/7/2010 5/31/2010 5/24/2010 -10% 14 Source: Experian Simmons DataStreamSM 1 or 4-week moving estimate Simmons DataStream Advertising Outside the Home – video advertisements While Video advertisements tend to appeal to a bigger audience, both video and non-video advertisements explosions have similar trend cycles Percent of Adults who noticed video advertisements last 30 days 60% 58% Video Advertisements last 30 days 56% 54% 52% 50% 48% 46% 44% Non-video Advertisements last 30 days 42% © 2011 Experian Information Solutions, Inc. All rights reserved. Bases: Adults 18+ Target: Video & Non-video Advertisements Outside of the home 30 days 15 Source: Experian Simmons DataStreamSM 4-week moving estimate 1/24/2011 1/17/2011 1/10/2011 1/3/2011 12/27/2010 12/20/2010 12/13/2010 12/6/2010 11/29/2010 11/22/2010 11/15/2010 11/8/2010 11/1/2010 10/25/2010 10/18/2010 10/11/2010 10/4/2010 9/27/2010 9/20/2010 9/13/2010 9/6/2010 8/30/2010 8/23/2010 8/16/2010 8/9/2010 8/2/2010 7/26/2010 7/19/2010 7/12/2010 7/5/2010 6/28/2010 6/21/2010 6/14/2010 6/7/2010 5/31/2010 5/24/2010 40% Local Market Targeting Advertising Outside the Home reserved © 2011 Experian Information Solutions, Inc. All rights reserved. 16 SimmonsLOCAL Geographic analysis of outdoor advertising targets Experian Simmons provides rich insight on consumers in over 200 media markets across the U.S. © 2011 Experian Information Solutions, Inc. All rights reserved. 17 Source: Simmons LOCAL Spring 2010 Solution Example Geographic Marketing – Location Trade Areas Experian helps target ad receptivity by medium for each restaurant location Hamburg Hewitt Franklin Postville Edison Oak Ridge Kitchell § ¦¨ § ¦¨ 80 Parsippany Randolph Whippany 202 § ¦¨ £ ¤ ¤ £ § ¦¨ 78 78 Warren ¨§ ¦ ¨¦ § ¤ £ Rossmoor ¤ £ 95 Marlboro Tennent Applegarth Etra 95 Allentown Roosevelt Millhurst Elton Adelphia Siloam ¦ Asharoken Bayville Plandome Flushing Cove Neck Glen Head Roslyn § ¦¨ 495 Brooklyn Mineola Bellerose Jamaica 678 Elmont ¨§ ¦ ¨§ ¦ Salisbury Uniondale Baldwin Lynbrook Hewlett Inwood Kings Park Elwood Greenlawn Syosset Jericho Herricks 295 Northport Halesite Glen Cove Wantagh § ¦¨ 495 Hauppauge Melville Plainedge Smithtown Deer Park Baywood Islip Babylon Lindenhurst Copiague Saltaire Baldwin Harbor Fire Island 278 Roxbury Harbor Isle Lido Beach Long Beach Legend Applebee's Belford Hazlet Holmdel Montrose Bucks Mill 9 Freehold ¤ £ 1 Using a profile of the client’s diners across all Mosaic consumer segments, the client’s locations in the New York market are ranked by their propensity to reach consumers receptive to different advertising mediums Keansburg Matawan 9 Wickatunk Cos Cob ¤ ¨£ § 278 ¨§ ¦ ¨¦ ¨¦ § § ¨¦ § Fairfield 1 Rye 287 Pelham Manor § ¦¨ ¤ £ ConnecticutStamford Purchase ¤ £ 87 Bronx Highlands Middletown Texas 684 New York Manorhaven ¤ £ Brownville § ¦¨ Pelham 1 § ¦¨ ¤ £ Tracy § ¦¨ Tenafly New York 478 Bayonne Carteret 95 § ¦¨ New Jersey Keasbey Piscataway 9 Parlin Milltown § ¦¨ ¤ £ 495 Fairview ¤ £ New Canaan 7 Norwalk Armonk ¤ £ 95 Leonia Jersey City 78 Avenel 1 Fords Somerset Kendall Park Dayton 130 Windsor § ¦¨ ¨§ ¦ Edison Pleasantville Hawthorne Ardsley Rockleigh Alpine 9W Mamaroneck Yonkers § ¦¨ Fairview 1 East Newark 95 Harrison Newark Elizabeth Mountainside Fanwood Roselle Park 278 Linden Clark Colonia Franklin Park Lodi 80 Lyndhurst Kearny Short Hills 287 Millstone Bergenfield Nutley 280 Orange Dunellen Martinsville § ¦¨ Manville § ¦¨ Piermont Tappan Dumont Roseland 78 Gillette § ¦¨ ¤ £ 46 Clifton § ¦¨ 87 Hillsdale Westwood Paterson Union Lyons Nanuet Paramus § ¦¨ ¤ £ 9 Wyckoff West Paterson 46 Fairfield Caldwell Verona Summit Green Village 202 Towaco 202 Madison 287 ¤ £ 202 Oakland 280 ¤ £ Mendham Congers Nyack Montvale ¤ £ Wayne Boonton 287 Middletown Dover 46 202 Butler Viola Mahwah ¤ £ Wanaque Kinnelon Hurdtown ¤ £ Ringwood Macopin Milton Sterlington Ramapo Ardena Rumson Everett AD_Receptivity_Index 34- 56 56 - 79 Phalanx Oceanport Eatontown Earle Oak Glen West Long Branch Deal Ocean Neptune 79 - 95 95 - 114 114- 139 Applebee's_3_Mile_Dist Wall © 2011 Experian Information Solutions, Inc. All rights reserved. Simmons National Consumer Study >> Experian Mosaic Segmentation >> 18 >> MicromarketerG3 Gary Warech Vice President 212-471-2873 917-295-0821 gary.warech@experian.com Kelly Flynn Account Director 212-471-2857 203-461-2577 Kelly.flynn@experian.com © 2011 Experian Information Solutions, Inc. All rights reserved.