2015
1
Planned Back to School Spending
In Billions
$30.3
$26.7
$21.4
$20.1
$26.5
$24.9
$22.8
$17.4
Jul-08
Jul-09
Jul-10
Jul-11
Source: Source: NRF Monthly Consumer Survey A18+, July 2015
Jul-12
Jul-13
Jul-14
Jul-15
2
86% Plan to Spend the Same
or More than Last year
Planned Back To School Spending
The same as last year
56.7%
More than
last year
29.0%
Less than
last year
8.9%
Did not shop for backto-school last year
5.3%
Source: NRF Monthly Consumer Survey A18+, June 2015
3
Back to School: $Big Opportunity
$Billions
Back to School
$24.9
Mother's Day
$21.2
Valentine's Day
$18.9
Easter
$16.4
Super Bowl
$14.3
Father's Day
$12.7
Halloween
St. Patrick's Day
$7.4
$4.6
Source NRF Consumer Survey 2015
4
TV Influences Consumers Most
2
2
2
2
2
2
2
3
3
4
4
62
Awareness
Television
Email
Social Media
1
2
2
2
2
2
2
3
3
4
4
57
Interest
1
2
2
2
2
2
1
2
2
2
2
2
3
4
3
4
4
3
3
3
3
3
50
50
Consideration
Newspaper
Internet Search Engine
Outdoor
2
2
2
3
2
2
3
3
3
4
4
46
Want To Purchase Visit Store/Website
Network TV Website
Internet Video Ad
Internet Display Ad
1
2
2
2
2
2
3
3
3
4
4
43
Make Purchase
Local TV Station Website
Radio
Streaming TV or Movies Online
Source: TVB/The Futures Company; “Purchase Funnel 2015”
Most Important media type among those who saw/heard ads on TV and at least 1 other media source (n=3886) Top 12
Back to School Starts
In Early August:
Lead With Advertising In July
6
School Start Dates Vary from DMA to DMA
Most start in August
Top 50 DMAs: 17 Different Start Dates
Seattle
9/9
Minneapolis
8/24
Portland
8/27
Sacramento
Salt Lake City
San
8/31
8/19
Fran
Denver
8/17
8/24
Las Vegas
8/25
LA
8/17
Phoenix
Albuquerque
8/6
San Diego
8/17
9/8
August
September
Kansas City
8/10
OK City
8/3
Detroit
Boston
9/8
9/8
Milwaukee
Philly
Harrisburg
9/1
Hartford
Grand Cleveland 9/8
8/27
8/10
8/26
Rapids
NYC
Pittsburgh
Chicago 9/2
9/9
Columbus 8/31
8/31
8/26
Baltimore
Indianapolis
8/31 DC
8/3
Cincinnati
8/31
8/19
St. Louis
Louisville
Raleigh
Norfolk
8/17
8/12
8/24
9/3
Charlotte
Greensboro
Nashville
8/24
8/24
Memphis
8/5
8/10
Atlanta Greenville
8/18
8/5
Dallas
8/19
Austin
8/24
Houston
8/24
San
Antonio
8/24
Birmingham
8/5
Jacksonville
8/19
Tampa
8/25
Orlando
8/24
West Palm Beach
8/17
Miami
8/24
7
Adults Start Shopping Weeks
Before School Starts
Three weeks or one month before
school starts
42.8%
1-2 weeks before school starts
30.3%
At least two months before school
starts
The week school starts
After school starts
19.6%
4.3%
3.0%
Source: NRF Monthly Consumer Survey A18+, July 2015
8
National Media:
Start Early, Stay Late Or Miss Out
Lead By
a month
Earliest BTS
Start Date
7/06
8/3
Latest BTS
Start Date
9/9
National Media
9
Local Broadcast: Targeted Scheduling
Lead By a month
7/6
Earliest BTS Start Date
8/3
Latest BTS Start Date
9/9
National Media
Local Broadcast
New York
Baltimore
Los Angeles
Indianapolis
10
Broadcast: Tops in Summer Ratings
Live+SD Ratings
Women 18+ (w/children)
100
50
25
Top 25 Programs
Top 50 Programs
Broadcast Stations
Top 100 Programs
Ad-Supported Cable
Broadcast delivered 50 of the top 50 and 100 of the top 100 programs
with Women 18+ (w/children)
Source: Nielsen NPower 06/29/2015 - 07/12/2015.
11
Broadcast: Great Way to Reach
Back to School Shoppers
Women 18+ with Children Ratings
FOX FIFA WMN WC Final
America's Got Talent-Tue
FOX FIFA WMN WC Final-Pst
Bachelorette, The
FOX FIFA WMN WC Semifinal
Celebrity Family Feud
Big Brother-Wed
Big Brother-Thu
American Ninja Warrior
Big Brother-Sun
I Can Do That
Zoo
Hollywood Game Night
MasterChef
Big Bang Theory, The
Young and the Restless
America's Got Talent-Wed 8P
Celebrity Family Feud SP3
Mom
20/20-Fri
What Would You Do?
NBC Nightly News
Good Morning, America
Under the Dome
Young and the Restless SP
Modern Family
American Ninja Warrior-Wed
Dateline Fri
Good Morning, America-7/3
Criminal Minds
ABC World News Tonight
Today Show
NCIS: New Orleans 10PM
W18+ 10 Cable Networks
0.3
2.1
2.1
2.1
2.0
2.0
1.9
1.8
1.8
1.7
1.6
1.5
1.5
1.5
1.5
1.4
1.4
1.4
1.4
1.4
1.4
1.4
1.4
1.4
1.4
1.3
1.3
1.3
1.3
2.8
2.7
2.6
2.4
Source: Nielsen NPower 6/29/2015 - 7/12/2015 Women 18+ w/children Live+SD Ratings;
W+ 10 Cable Networks based on W+ Ratings.
5.4
12
Cover Each Company’s Strong Markets
with Local Broadcast
Walmart
The Redder the better- High BDI
Source: GfK MRI 2014 Market-by-Market weighted by women 18+ w/children 0-17 years.
Shopped at Target or Walmart in the last 12 months.
13
Broadcast TV’s Reach:
Significantly Higher Than Cable
One Day Reach
ABC Prime
12
CBS Prime
12
10
NBC Prime
HGTV Prime
5
TNT Prime
5
FOX Prime
4
USA Prime
4
DC Prime
4
AS Prime
4
NAN Prime
3
AE Prime
3
ID Prime
2
MTV Prime
2
WE Prime
2
Source: Nielsen NPower. July 9th 2015 Women 18+ w/children Live+SD.
14
Broadcast Dominates,
Cable Under a 1 Rating For Summer
# Broadcast Programs with Higher Ratings than Cable
999
473
358
280
0.57
Rizzoli & IslesTNT
302
0.52
Major CrimesTNT
306
0.51
Brother Vs.
Brother-HGTV
411
366
461
442
311
0.49
0.44
0.43
0.37
0.34
0.32
0.31
Robot ChickenAdult Swim
Pretty Little
Liars-ABCFAM
Return To
Amish-TLC
The Last ShipTNT
Murder In The
First-TNT
The FostersABCFAM
Proof-TNT
0.08
Cable
Originals
Cable Rating
To be read: TNT’s Rizzoli & Isles had a .6 average rating in June 2015.
During the same time period, there were 280 Broadcast programs that had higher average ratings
Source: Nielsen NPower June 2015 (06/01/2015 - 06/28/2015) Live+SD Women 18+ With Children.
15
Back to School Shopping
Categories and Stores
16
Top 10 Back-to-School Advertisers: 2014
Retail Ad Spending on Back-to-School Themed Ads
(Dollars in Millions)
Target
$34.9
JC Penney
$18.9
Walmart
$17.9
Kohls
$15.7
Best Buy
Staples
$12.5
$11.1
American Express
$10.7
Famous Footwear
$10.5
Payless Shoesource
Old Navy
Source: Kantar Media July 2015
$9.7
$7.8.0
17
Electronics Closely Follows Clothing
in Back to School $
Billions
$8.59
Clothing and accessories (excluding shoes)
$7.78
Electronics or computer-related equipment
Shoes
School supplies such as notebooks, folders, pencils,
backpacks, and lunchboxes
Source: NRF Monthly Consumer Survey, July 2015
$4.64
$3.86
18
Women Are the Back To School Shoppers
Principal Shopper
Children's Clothing: Any item for Child 6-12
82%
18%
Children's Shoes
81%
19%
Homes with a PC and Child 6-17: Computer Books
77%
Homes with a Child 6-17:
Cellphones/Smartphones
Female
Source: 2014 Fall GfK MRI, Base = Adults 18+
81%
23%
19%
Male
19
Broadcast TV Viewers Purchase Clothing
Seinfeld (Fringe)
Nashville (Prime)
Revenge (Prime)
Extreme Makeover: Weight Loss Edition (Prime)
Person of Interest (Prime)
The Goldbergs (Prime)
Grey's Anatomy (Prime)
2 Broke Girls (Prime)
Marvel's Agents of S.H.I.E.L.D. (Prime)
20/20 (Prime)
Chicago PD (Prime)
The Blacklist (Prime)
The Bachelor (Prime)
Castle (Prime)
Elementary (Prime)
The Simpsons (Prime)
American Idol (Prime)
Dateline (Prime)
Bones (Prime)
The Good Wife (Prime)
Chicago Fire (Prime)
New Girl (Prime)
Blue Bloods (Prime)
Family Guy (Prime)
Scandal (Prime)
Modern Family (Prime)
Rooke Blue (Prime)
White Collar (Fringe)
Law and Order: SVU (Prime)
Top 10 Cable Nets
134
129
126
125
122
122
120
120
118
117
117
116
116
115
115
115
115
115
114
114
114
113
112
112
111
111
109
109
108
100
Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index.
Clothing expenditures – Amount spent in total in the last 12 months: $100+.
20
Broadcast TV Viewers Buy Electronics
Glee (Fringe)
New Girl (Prime)
Arrow (Prime)
The Blacklist (Prime)
Brooklyn Nine-Nine (Prime)
Reign (Prime)
Modern Family (Prime)
Grimm (Prime)
Marvel's Agents of S.H.I.E.L.D. (Prime)
The Mindy Project (Prime)
The Following (Prime)
Hollywood Game Night (Prime)
Revenge (Prime)
The Simpsons (Prime)
Extreme Makeover: Weight Loss Edition (Prime)
Gotham (Prime)
Family Guy (Prime)
America's Next Top Model (Prime)
The Goldbergs (Prime)
Sleepy Hollow (Prime)
Bob's Burgers (Prime)
Person of Interest (Prime)
Hannibal (Prime)
About a Boy (Prime)
Bones (Prime)
2 Broke Girls (Prime)
The Big Bang Theory (Prime)
Shark Tank (Prime)
Nashville (Prime)
Top 10 Cable Nets
153
149
141
140
140
133
132
132
131
131
130
124
122
121
121
120
118
117
117
116
116
115
115
114
113
113
111
111
110
104
Source: GFK MRI Fall 2014 , Base: Adults 18+ w/children 0-17 years Index.
Shopped at Apple Stores or Best Buy anytime in the last 12 months.
21
Broadcast TV Viewers
Purchase Office Supplies
Mom (Prime)
Survivor (Prime)
Are We There Yet? (Fringe)
White Collar (Fringe)
The Big Bang Theory (Prime)
Shark Tank (Prime)
Jeopardy (Access)
MasterChef Jr. (Prime)
Revenge (Prime)
Hell's Kitchen (Prime)
Modern Family (Prime)
MasterChef (Prime)
The Bachelor (Prime)
The Amazing Race (Prime)
Brooklyn Nine-Nine (Prime)
Two and a Half Men (Fringe)
About a Boy (Prime)
The Taste (Prime)
Blue Bloods (Prime)
Grimm (Prime)
The Good Wife (Prime)
The Simpsons (Prime)
Resurrection (Prime)
The Blacklist (Prime)
Bones (Prime)
The Voice (Prime)
Marvel's Agents of S.H.I.E.L.D. (Prime)
Sleepy Hollow (Prime)
Top 10 Cable Nets
136
127
125
125
120
119
117
117
115
115
114
114
114
114
114
113
112
112
111
109
108
108
108
108
107
107
106
105
103
Source: GFK MRI Fall 2014 , Base: Men 18+ Index, Women 18+ Index.
Purchased anything at FedEx Office, Office Depot, OfficeMax, or Staples in the last 12 months.
22
Types of Stores Planning to
Shop in for Back to School
Discount Store
62.2%
Department Store
56.4%
Clothing Store
53.5%
Office Supplies Store
35.9%
Online
35.6%
Electronics Store
Source: NRF Monthly Consumer Survey A18+, July 2015
14.5%
23
Broadcast TV: The Source For
Discount Shoppers
Resurrection (Prime)
Mistresses (Prime)
Last Man Standing (Prime)
Extreme Makeover: Weight Loss Edition
Nashville (Prime)
White Collar (Fringe)
New Girl (Prime)
The Vampire Diaries
The Originals (Prime)
The Following (Prime)
The Neighbors (Prime)
The Mindy Project (Prime)
Rookie Blue (Prime)
American Idol (Prime)
Supernatural (Prime)
Survivor (Prime)
MasterChef Jr. (Prime)
Hannibal (Prime)
The Big Bang Theory (Prime)
America's Next Top Model (Prime)
Bones (Prime)
Shark Tank (Prime)
Chicago PD (Prime)
The Blacklist (Prime)
Grimm (Prime)
Revenge (Prime)
Grey's Anatomy (Prime)
Once Upon a Time (Prime)
Friends (Fringe)
Top 10 Cable Nets
102
119
119
119
117
117
117
117
116
115
115
114
114
113
113
113
113
112
112
112
112
112
111
111
111
111
110
110
109
108
Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index.
Shopped at Target or Walmart in the last 3 months.
24
Broadcast Delivers
Department Store Shoppers
Primetime: What Would You Do?
Mom (Prime)
20/20 (Prime)
White Collar (Fringe)
The Middle (Prime)
Nashville (Prime)
Extreme Makeover: Weight Loss Edition (Prime)
Mike & Molly (Prime)
Dateline (Prime)
Shark Tank (Prime)
Modern Family (Prime)
Dancing with the Stars (Prime)
The Blacklist (Prime)
The Taste (Prime)
Elementary (Prime)
The Voice (Prime)
Hawaii Five-0 (Prime)
60 Minutes (Prime)
Person of Interest (Prime)
Undercover Boss (Prime)
Revenge (Prime)
The Big Bang Theory (Prime)
48 Hours Mystery (Prime)
The Goldbergs (Prime)
The Good Wife (Prime)
NCIS (Prime)
2 Broke Girls (Prime)
Blue Bloods (Prime)
NCIS: :Los Angeles (Prime)
Top 10 Cable Nets
Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index.
Shopped at JCPenney, Lord & Taylor, or Macy’s in the last 30 days.
130
128
127
125
124
122
120
120
120
119
118
116
115
115
115
115
114
114
114
113
113
112
111
111
110
108
107
106
105
102
25
Department Shopping is a Local Decision
Macy’s
The Redder the better- High BDI
Source: GfK MRI 2014 Market-by-Market weighted by women 18+ w/children 0-17 years.
Macy’s, Lord & Taylor, JCPenney: Shopped in the last 3 months.
26
Local Broadcast Television News
Most Involved In Community
Local
Broadcast TV
Station News
49%
Apps or websites accessed through a
smartphone or tablet 1%
All other Internet news websites accessed
through a computer 2%
Cable News Channels 2%
Broadcast Network National News 4%
Social Media 5%
Websites of national or local
TV news accessed through a
computer 5%
Radio
Stations
6%
Public
Television
National or
Local News
12%
Newspapers
14%
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey. Which source of news do
you feel is the most involved in your community? Base= Persons 18-64. Percentages exclude don’t know/no answer/none.
27
TV is Digital
28
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
60
60
61
A18-34
A18-49
A25-54
62
64
64
HHI $100K+
Parents
58
A35-64
HHI $75K+
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.
30
Local Broadcast TV Websites:
More People Watch Video Content
Which, if any, have you watched video content on?
52
Percent Yes
28
20
Any local
broadcast TV station
website
Any local
newspaper website
Any local
radio station website
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.
Base=Persons 18-64.
16
Any local
magazine website
31
Most People Watch the Video Ads
On Local Broadcast TV News Websites
When visiting a local televisions station's website,
have you ever looked at the video ads on that local television station's website?
Yes
63%
No
37%
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.
Base=Persons 18-64. Yes= Ever No=Never. Percentages exclude no answer.
32
Digital Media: TV Websites
Influence Consumers Most
1
1
1
1
1
1
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
1
2
2
2
1
1
2
2
2
2
2
2
2
2
2
2
2
2
2
3
3
7
7
7
Awareness
Interest
Consideration
TV Website
Internet Video Ad
Streaming TV or Movies Online
Tablet Computer
Magazine Online Only
1
1
1
1
3
2
3
4
3
6
3
2
1
1
2
2
2
2
3
3
3
3
7
7
Want To Purchase Visit Store/Website
Email
Social Media
Cell/Smart Phone
Newspaper Online Only
1
1
1
1
Make Purchase
Internet Search Engine
Internet Display Ad
Online Deal or Coupon Site
Blog or Consumer Review Website
Source: TVB/The Futures Company; “Purchase Funnel 2015”
Most Important media type among those who saw/heard ads on TV and at least 1 other media source (n=3886)
One Third Of Respondents “Liked”
A Local TV Station on A Social Networking Site
Have you 'liked' a local television station on Facebook or followed one on Twitter?
Percent Yes
34
33
34
35
A18-34
A18-49
A25-54
Parents
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.
34
Key Back to School Takeaways





About 86% of consumers plan to spend the same or more
than last year
Broadcast delivers Back to School ratings & reach
School start dates vary from market to market: Earliest start
is August 3
Local Television Zeros in on key markets
Most consumers shop three weeks to a month before school
starts indicating advertising should start in June /July
35
Key Back to School Takeaways

Broadcast TV delivers major Back to School categories





continued
Clothing and accessories (excluding shoes)
Electronics or computer related equipment
Shoes
School supplies
TV is digital and a digital motivator



TV motivates viewers to go online for more product info
Viewers “liked” local TV stations on socialnetworks
Local TV websites


Tops in video usage and ads
Important digital influencer in consumer purchase process
36