2014
1
3 Out of 4 Plan to Spend
the Same or More Than Last Year
Spending Intent Versus Last Year
53.7%
21.2%
19.5%
5.4%
More
Same
Less
Source: Source: NRF Monthly Consumer Survey A18+, November 2014
Don't holiday shop
2
Planned Holiday Spending
Per Shopper Increasing
$804.4
Total Amount Spent Per Shopper
on Holiday Items
$767.3
$755.1
$752.2
$740.6
$719.0
$694.2
$681.1
2007
2008
2009
2010
Source: NRF Monthly Consumer Survey A18+, Oct. 2014
2011
2012
2013
2014
3
Broadcast: Superior New Season Ratings
Adults 25-54 Live+SD Ratings
10.6
FOX Sunday Football
8.8
8.3
CBS Sunday Football
NBC Sunday Night Football
7.6
FOX World Series Game 7
6.6
6.2
CBS Thursday Night Football
The Big Bang Theory-Prime
4.5
4.3
3.9
3.7
3.7
3.7
3.7
3.6
3.5
3.5
3.5
3.4
3.4
3.2
3.2
3.1
3.1
3.1
3.1
The Voice-Prime
Modern Family-Prime
NCIS-Prime
Mom-Prime
Scandal-Prime
How To Get Away With Murder-Prime
Scorpion-Prime
The Blacklist-Prime
NCIS: New Orleans-Prime
Two And A Half Men-Prime
The Big Bang Theory-Fringe
Black-ish-Prime
Criminal Minds-Prime
2 Broke Girls-Prime
Survivor-Prime
Family Guy-Prime
Once Upon A Time-Prime
Grey's Anatomy-Prime
The Simpsons-Prime
A25-54 10 Cable Networks
0.3
Source: Nielsen NPower 09/22/2014 - 11/2/2014 Adults 25-54 Live+SD Ratings;
A25-54 10 Cable Networks based on A25-54 Ratings.
4
Multicultural Households
Expect to Spend More
Question:
Compared to a year ago, do you plan to
spend more on holiday gifts?
17.0%
13.0%
13.0%
10.0%
African Americans Asian Americans
Source: The Nielsen Company, 2014 Holiday Sales Forecast
Hispanic
Total Population
5
Broadcast Delivers
African Americans and Hispanics
African American
FOX NFL Sunday-National
Scandal
How to Get Away w/Murder
CBS NFL National
NBC Sunday Night Football
OT, The
FOX NFL Sunday-Pst Gn-Nat
FOX NFL Sunday-Single
CBS NFL Natl Post Gun
FOX NFL Game Break
CBS+NFLN Thu Nt Football
ESPN NFL Regular Season
CBS+NFLN Thu Nt Post-Gun
NBC NFL Sunday Post
Sunday Night NFL Pre-kick
FOX NFL Sunday-Regional
CBS NFL Single
Black-ish
Family Feud
CBS NFL Today Update
Sat Night Football
CBS NFL Natl Post Game
CBS NFL Reg Post Gun
CBS NFL Regional
CBS NFL Single Post Gun
Law & Order:SVU-Wkl- Fringe
NFL on FOX Bonus
Law & Order:CI-Wkl- Fringe
FOX NFL Sunday-Post
A25-54 10 Cable Networks
0.5
13.2
En Otra Piel- Wednesday
12.7
Senor De Los Cielos II- Monday
11.8
Mi Corazon Es Tuyo- Monday
10.7
En Otra Piel Monday
10.4
Mi Corazon Es Tuyo- Thursday
9.7
Mi Corazon Es Tuyo- Tuesday
9.6
En Otra Piel- Thursday
9.2
Mi Corazon Es Tuyo- Wednesday
9.0
Hasta Fin Fel Mundo- Thursday
8.7
Hasta Fin Fel Mundo- Wednesday
8.5
Hasta Fin Fel Mundo- Tuesday
8.0
Mi Corazon Es Tuyo- Friday
7.4
Va Por Ti- Sunday
7.4
Hasta Fin Del Mundo- Monday
7.1
Hasta Fin Del Mundo- Friday
6.7
Gata- Thursday
6.7
Gata-Monday
6.6
FOX NFL Sunday-National
6.5
Senora Acero- Monday
6.5
Senora Acero- Wednesday
6.5
Gata- Wednesday
6.4
C. Cerrado-Ed. Estelar- Monday
6.4
C. Cerrado-Ed. Estelar- Wednesday
6.2
En Otra Piel- Friday
6.0
National Teams- Thursday 10/09
5.6
En Otra Piel- Tuesday
5.4
Senora
Acero- Thursday
5.3
Senora
Acero- Tuesday
5.3
Gata- Tuesday
A25-54 10 Cable Networks
Hispanic
0.2
7.3
7.0
6.8
6.5
6.5
6.3
6.2
6.2
5.8
5.7
5.6
5.6
5.5
5.4
5.4
5.4
5.4
5.2
5.2
5.1
5.0
5.0
5.0
4.9
4.9
4.9
4.8
4.8
4.8
Source: Nielsen NPower 9/22/2014 - 11/2/2014 African American, Hispanic 25-54 Live+SD Ratings; Broadcast Includes all Networks and Syndication
A25-54 10 Cable Networks highest rated against African Americans and Hispanic 25-54 Ratings.
6
November, Followed by October are Key
Holiday Shopping Months
41%
21%
16%
12%
7%
3%
Before
September
September
October
November
1st 2 weeks
December
Source: NRF Monthly Consumer Survey A18+, Oct 2014 “When will you begin shopping for holiday merchandise”
Last 2 weeks
December
7
Broadcast During the Holidays
Great Way to Reach Adults 25-54
Adults 25-54 Live+SD Ratings
CBS Thanksgiving Day Football
FOX Sunday Football
FOX Thanksgiving Day Football
CBS Sunday Football
NBC Sunday Night Football
NBC Thanksgiving Night Football
Macy's Thanksgiving Day Parade
The Big Bang Theory-Prime
World Series Game 6 on FOX
CMA Awards-Prime
Sound of Music Live!-Prime
The Voice-Prime
American Music Awards-Prime
Modern Family-Prime
NCIS-Prime
Rudolph/Rednose Reindeer-Prime
The Blacklist-Prime
The Millers-Prime
The Big Bang Theory-Fringe
Scandal-Prime
NCIS:LA-Prime
Criminal Minds-Prime
Survivor-Prime
60 Minutes-Prime
2 Broke Girls-Prime
Grey's Anatomy-Prime
Mike & Molly-Prime
Two And A Half Men-Prime
Marvel Agents of S.H.I.E.L.D-Prime
Person Of Interest-Prime
The Middle-Prime
A25-54 10 Cable Networks
0.3
5.7
5.2
5.1
4.8
4.4
4.3
4.1
3.9
3.8
3.7
3.5
3.4
3.4
3.4
3.4
3.3
3.3
3.3
3.2
3.1
3.0
3.0
Source: Nielsen NPower 9/23/2013 - 12/8/2013 Adults 25-54 Live+SD Ratings;
Cable Networks top ten based on A25-54 Ratings.
6.5
6.4
7.8
7.8
8.9
11.3
10.4
10.2
9.8
8
$12.3 billion was the overall brick-and-mortar store sales for
Thanksgiving and Black Friday 2013 – up 2.3% from 2012.
Source: CNN Money
9
Broadcast Reach: One Program Has 2-5X the
Reach of Full Day on Cable
Thanksgiving Day Reach
CBS Thanksgiving Day Football
NBC Thanksgiving Night Football
FOX Thanksgiving Day Football
NBC Thanksgiving Day Parade
CBS Thanksgiving Day Parade
ESPN Total Day
USA Total Day
TBS Total Day
HIST Total Day
A&E Total Day
DISC Total Day
NICK Total Day
FX Total Day
AMC Total Day
TNT Total Day
1 unit
1 unit
1 unit
20.1
18.7
18.5
1 unit
1 unit
18
36
43
28
28
16
19
17
11
24
units
units
units
units
units
units
units
units
units
units
17.3
9.4
8.4
7.2
6.8
6.3
6.1
5.3
5.2
5.2
4.8
4.3
Source: Nielsen NPower. November 28th 2013 Adults 25-54.
10
Almost Half of Parents Shop For Kids
Over Black Friday Weekend
45%
Planning to Shop
50%
42%
25%
Not Planning to Shop
23%
Total Parents
26%
Dads
Moms
30%
Unsure
27%
32%
For those with kids 12 or younger at home, are you planning to do any
holiday shopping for them over Black Friday weekend?
Source: IAB: Parents Go Mobile for Holiday Shopping, conducted by Harris Interactive, Nov. 25, 2013
11
The Right Game Plan:
Broadcast TV to Reach Parents
562
Mistresses (Prime)
548
Mom (Prime)
538
Winter Wipeout (Prime)
507
Rookie Blue (Prime)
381
The Vampire Diaries (Prime)
332
Beauty & the Beast (Prime)
277
Wife Swap (Prime)
229
Masterchef (Prime)
Hell's Kitchen (Prime)
194
Bones (Fringe)
191
183
Two and a Half Men (Fringe)
163
Modern Family (Prime)
158
Family Guy (Fringe)
Law and Order: SVU (Prime)
141
Grey's Anatomy (Prime)
138
130
Wipeout (Prime)
Shark Tank (Prime)
108
NCIS: Los Angeles (Prime)
106
Rules of Engagement (Fringe)
105
The Blacklist (Prime)
103
Cable
91
Source: GFK MRI Spring 2014 , Base: Adults 18+ Index
12
Cyber Monday Growing
Planned to Shop on Cyber Monday
Adults 18+
2006
2007
2008
2009
2010
2011
2012
2013
Source: NRF, Prosper Insights & Analytics, Oct. 2014
27%
32%
37%
42%
46%
52%
54%
55%
13
Broadcast TV Delivers Internet Shoppers
Index
268
Burn Notice (Fringe)
Hart of Dixie (Prime)
225
Rules of Engagement (Fringe)
225
221
Winter Wipeout (Prime)
191
Resurrection (Prime)
179
The Mindy Project (Prime)
174
Are We There Yet?
170
Everybody Loves Raymond (Fringe)
The Voice (Prime)
157
Nashville (Prime)
156
Hawaii Five-O (Prime)
154
150
Seinfeld (Fringe)
144
Grimm (Prime)
Glee (Fringe)
138
Celebrity Wife Swap
137
129
Inside Edition (Fringe)
Cable
105
Source: GFK MRI Spring 2014 , Base: A25-54 Index Internet Shopping: Ordered items
14
The Majority of US Smartphone Owners
Shop in-Store with Their Phones
97
Gen Y (18-29)
91
Gen X (30-43)
81
Young Baby Boomers (44-53)
Older Baby Boomers & Seniors
(54+)
69
Note: Use while shopping at least sometimes
Source: Thrive Analytics and Local Search Association, “Local Mobile Trends Survey,” April 14, 2014
15
Local TV Offers Multi-platform Opportunities
16
Where Do You Plan to Purchase
Holiday Items This Year?
62%
Discount Store
60%
Department Store
56%
Online
51%
Grocery Store/Supermarket
37%
Clothing or Accessories Store
31%
Electronics Store
27%
Local/Small Business
19%
Crafts or Fabrics Store
Catalog
12%
Source: NRF Monthly Consumer Survey A18+, Oct. 2014
17
Broadcast Television Has Twice
Cable’s Influence
Index to Broadcast TV
100
43
Broadcast TV
Cable
Regarding Holiday Shopping Advertising, which of the following media influences
you to shop at a particular store?
Source: Monthly Consumer Survey; NRF 2013
18
Broadcast Reaches
Discount Store Shoppers
Index
The Vampire Diaries (Prime)
149
Celebrity Wife Swap (Prime)
148
138
The Originals (Prime)
The Millers (Prime)
135
Grimm (Prime)
134
Masterchef (Prime)
133
Criminal Minds (Fringe)
131
Arrow (Prime)
130
Last Man Standing (Prime)
128
That 70's Show (Fringe)
127
Burn Notice (Fringe)
126
The Amazing Race (Prime)
124
Are We There Yet? (Fringe)
123
American Idol (Prime)
122
120
Everybody Loves Raymond (Fringe)
The Middle (Prime)
117
The Following (Prime)
116
Family Guy (Fringe)
115
The Mentalist (Prime)
114
Glee (Prime)
113
Cable
104
Source: GfK MRI Spring 2014, Base: Adults 25-54 Index; Shopped at Target or Walmart- 3+ times a day in past 30 days
19
Broadcast TV Viewers Shop
at Department Stores
Index
378
364
Beauty & the Beast (Prime)
Winter Wipeout (Prime)
323
314
311
309
Celebrity Wife Swap (Prime)
The Vampire Diaries (Prime)
Inside Edition (Fringe)
The Taste (Prime)
276
275
272
263
261
256
244
238
222
211
199
196
186
Extreme Makeover (Prime)
Wife Swap (Prime)
The Neighbors (Prime)
Wheel of Fortune (Access)
TMZ (Fringe)
Glee (Fringe)
Rookie Blue (Prime)
Undercover Boss (Prime)
Scandal (Prime)
America's Next Top Model (Prime)
20/20 (Prime)
The Closer (Fringe)
Hart of Dixie (Prime)
164
155
American Idol (Fringe)
Two and a Half Men (Fringe)
Cable
102
Source: GfK MRI Spring 2014, Base: Adults 25-54 Index- Shopped in last 3 months
20
Zero in on the Best Customers
with Local TV
Macy's Frequent Shopper DMAs
246
246
197
Los Angeles
Palm Springs
New York
185
Washington,
DC
173
Atlanta
163
Phoenix
160
158
154
Baltimore
Miami
Seattle
144
Philadelphia
Source: GfK MRI 2013 Market-by-Market weighted by Adult 18+ population. Shopped 3 Times in the Last 30 Days at Macy’s
21
Local TV Recognizes that One Size Does NOT Fit All
Macy’s
The Redder- The better
Source: GfK MRI 2013 Market-by-Market weighted by Adult 18+ population. Shopped 3+ X in past 30 days
22
Higher Clothing Expenditures for Women 25-54
Index vs. Total U.S.
Clothing
Expenditures
Women
18-34
Women
18-49
Women
25-54
Total: $500-$999
140
137
136
Total: $1,000-$1,999
126
132
135
Total: $2,000+
142
163
178
Total: $3,000+
164
190
196
Source: GfK MRI Spring 2014, Index Values: Clothing Spending by Age vs. Total US
23
Fill Up on Grocery Shoppers
with Broadcast TV
Index
518
Extra (Fringe)
418
About a Boy (Prime)
333
312
308
This Old House (Fringe)
Parks & Recreation (Prime)
The Closer (Fringe)
291
275
264
248
234
Seinfeld (Fringe)
Chicago PD (Prime)
Winter Wipeout (Prime)
Mistresses (Prime)
Wipeout (Prime)
214
The Millers (Prime)
196
193
186
Burn Notice (Fringe)
American Idol (Prime)
Parenthood (Prime)
Last Man Standing (Prime)
Hannibal (Prime)
Inside Edition (Fringe)
Law & Order: SVU (Fringe)
Glee (Prime)
America's Next Top Model (Prime)
Futurama (Fringe)
Wife Swap (Prime)
Cable
181
174
169
160
155
140
127
121
103
Source: GfK MRI Spring 2014, Base: Women 25-54 Index Grocery Shopping
24
Broadcast Delivers Women 25-54
During The Holidays
Women 25-54 Live+SD Ratings
Macy's Thanksgiving Day Parade
CBS Thanksgiving Day Football
FOX Thanksgiving Day Football
FOX Sunday Football
CBS Sunday Football
The Big Bang Theory-Prime
Sound Of Music Live!-Prime
CMA Awards-Prime
The Voice-Prime
NBC Sunday Night Football
NBC Thanksgiving Night Football
American Music Awards-Prime
World Series Game 6 on FOX
Modern Family-Prime
Scandal-Prime
Grey's Anatomy-Prime
Rudolph/Rednose Reindeer-Prime
NCIS-Prime
The Millers-Prime
The Blacklist-Prime
Criminal Minds-Prime
Mike & Molly-Prime
The Big Bang Theory-Fringe
2 Broke Girls-Prime
Survivor-Prime
NCIS:LA-Prime
Dancing With The Stars-Prime
Chicago Fire-Prime
The Middle-Prime
Modern Family-Fringe
Christmas/Rockerfeller Center-Prime
The Biggest Loser-Prime
W25-54 10 Cable Networks
0.3
5.4
5.2
5.1
5.0
4.9
4.8
4.4
4.4
4.2
4.0
3.9
3.9
3.9
3.9
3.8
3.7
3.6
3.5
3.5
3.4
Source: Nielsen NPower 9/23/2013 - 12/8/2013 Women 25-54 Live+SD Ratings;
W25-54 10 Cable Networks based on W25-54 Ratings.
7.1
7.1
7.0
6.7
6.4
6.2
6.1
5.9
7.9
7.6
9.0
9.6
25
Nearly Half of Women 25-54 Have Researched
Advertisers Further After Seeing Their Ads on
Local Television News
“Do an Internet search for more information about the
product / service”
“Look for reviews of the
product / service”
“Visit the product’s / service’s
website or Facebook page”
39%
33%
Source: Hearst Study, Unique & Powerful Selling Proposition of Local Television News 2014
46%
Local Television News Is More Likely to Get
the Conversation Started About Advertisers
Than Social Media
Women 25-54
Strongly/Somewhat Agree (%)
I find myself talking about
55
the products and services
I see advertised on / in [media]
with family and friends
51
38
30
I find myself recommending
50
the products and services I see
advertised on / in [media]
to family and friends
44
34
26
Local Television News
Online Video Sites
Social Networking Sites
Search Engine Sites
Source: Hearst Study, Unique & Powerful Selling Proposition of Local Television News 2014
Tune into Men Shopping for Electronics
with Broadcast
Index
221
The Bachelorette (Prime)
195
193
191
185
173
168
163
161
161
160
157
153
151
148
144
137
133
129
126
123
120
117
This Old House (Fringe)
Celebrity Wife Swap (Prime)
America's Next Top Model (Prime)
Extreme Makeover (Prime)
The Closer (Fringe)
Primetime: What Would You Do?
Numb3rs (Fringe)
Bones (Fringe)
Burn Notice (Fringe)
Wheel of Fortune (Access)
Jeopardy! (Access)
Hell's Kitchen (Prime)
Rookie Blue (Prime)
I Get That a Lot (Prime)
American Idol (Prime)
60 Minutes (Prime)
The Vampire Diaries (Prime)
How I Met Your Mother (Fringe)
Seinfeld (Fringe)
Macy's Thanksgiving Day Parade (Fringe)
The Voice (Prime)
Chicago Fire (Prime)
Cable
99
Source: GfK MRI Spring 2014, Base: Men 25-54 Index Shopped for electronics in the last 12 months
28
Broadcast TV: Game On!
Video Game Users Index
322
Resurrection (Prime)
256
Mom (Prime)
249
Everybody Loves Raymond (Fringe)
246
About a Boy (Prime)
America's Next Top Model (Prime)
240
The Millers (Prime)
239
218
Wife Swap (Prime)
205
The Goldbergs (Prime)
189
Celebrity Wife Swap (Prime)
167
Friends (Fringe)
161
Bob's Burgers (Prime)
149
The Following (Prime)
141
Two and a Half Men (Fringe)
138
Person of Interest (Prime)
134
The Blacklist (Prime)
Monk (Fringe)
130
Are We There Yet? (Fringe)
129
126
Family Guy (Fringe)
Undercover Boss (Prime)
122
Bones (Fringe)
120
116
Seinfeld (Fringe)
Cable
99
Source: GFK MRI Spring 2014, Base: Adults 18-49 Index
29
Broadcast TV Reaches Young Electronic
Store Shoppers & Opinion Leaders
Source: GfK MRI Doublebase 2014 Adults 18-34; My friends and family ask for and trust my advice on Electronics.
Shopped 1+ times in the last 30 days at: Best Buy or Radioshack. A18-34 10 Cable Networks: Top 10 May 2014.
30
Millennials Spend More Time With TV
Source: GFK Multimedia Mentor Scan Spring 2014. M-S 6A-12M.
31
Broadcast Delivers Catalog Shoppers
Index
251
Revenge-Prime
232
215
205
204
196
192
183
182
178
178
176
175
173
172
172
167
164
160
155
154
154
149
146
144
142
The Good Wife-Prime
Blue Bloods-Prime
Christmas in Rockefeller Center-Prime
Michael Buble Christmas-Prime
Dancing with the Stars-Prime
A Home for the Holidays-Prime
Hawaii Five-0-Prime
Dr. Phil Show-Fringe
Elementary-Prime
60 Minutes-Prime
ABC World News Tonight-Fringe
Today Show-Fringe
Person of Interest-Prime
Jeopardy!-Access
Saturday Night Live-Fringe
20/20 Specials-Prime
2 Broke Girls-Prime
Judge Judy-Fringe
NCIS: Los Angeles-Prime
Wheel of Fortune-Access
CBS Evening News-Fringe
CBS Thanksgiving Day Parade-Fringe
NBC Nightly News-Fringe
Macy's Thanksgiving Day Parade-Fringe
CBS This Morning-Fringe
A18+ 10 Cable Networks
102
Source: GfK MRI Spring 2014 Adults 18+; Index for Shopped by Mail/Phone at 10 Major Catalog Retailers
32
The Percentage of Consumers
Giving Gift Cards is Increasing



Gift cards (57%), apparel (56%) and toys (42%), will
be on most shopping lists.
54% of respondents plan to spend between $11 and
$50 on a gift card; gift cards for restaurants, discount
retailers and prepaid, multiuse cards are the most
popular.
Up from 10% in 2013, 17%
of shoppers will use gift
cards to do their holiday
shopping.
Sources: Accenture: 2014 US Holiday Shopping Survey Results, Oct. 2014
33
Broadcast TV: The Gift that Keeps on Giving
Index
Michael Buble Christmas (Prime)
The Office (Fringe)
About a Boy (Prime)
The Middle (Prime)
Mistresses (Prime)
The Bachelor (Prime)
Elf on a Shelf (Prime)
Macy's Thanksgiving Day Parade (Fringe)
The Good Wife (Prime)
How the Grinch Stole Christmas (Prime)
Mike & Molly (Prime)
Christmas in Rockefeller Center (Prime)
Friends (Fringe)
Shrek the Halls (Prime)
Shark Tank (Prime)
The Big Bang Theory (Fringe)
Castle (Prime)
Entertainment Tonight (Prime)
Winter Wipeout (Prime)
Seinfeld (Fringe)
20/20 (Prime)
Cable
185
182
173
167
165
160
159
156
155
150
146
144
143
139
136
133
128
126
119
116
113
105
Source: GfK MRI Spring 2014, Base: A25-54; Index for Gift Cards- Amount spent in total
34
Key Holiday Takeaways



Holiday spending is projected to increase from 2013
Broadcast TV delivers high ratings and reach during
the Holidays
Broadcast TV delivers key Holiday shoppers



Discount stores
Department stores
Electronic stores

Local TV news ads lead to further action

Target local markets to deliver key shoppers

Local TV offers Multi-platform opportunities
35