Back to Schoolen-us.nielsen.com/sitelets/cls/external/entravis... · Of the top 10 clothing stores...

Back to SchoolKimberly HillDial-In: 1.855.380.8521Passcode: 3275127

Technical Assistance: 1.800.423.4511

Agenda

▪Who is the Back to School Target?

▪Back to School Categories

▪Reaching Back to School Targets

Who is Targeted with BTS Advertising?

▪ Parents and Grandparents

▪College Students

▪Adult Continuing Education

Who is the Anytown Parent?▪ 37.7% of Anytown adults are parents of a child under 18

▪ Average age is 38.4

▪ Average of 1.65 children in HH

▪ Over half have 2 or more children

▪ 20% more likely to be employed full-time

▪ 71.1% are married

▪ HH income of parents is 12.8% higher than the market average

Source: Scarborough; Anytown, USA 2013 Release 1

Anytown Parents have Buying Power

Less than$35,000

$35,000 -$49,999

$50,000 -$74,999

$75,000 -$99,999

$100,000 -$249,999

24.7%

17.1%

19.9%

15.7%

21.2%Anytown parents are 6.5% more likely than

the average adult in the market to have an

income of over $50K and 5.4% more likely to have

an income over $75K.

Index = 107

Index = 105

Almost 57% of Anytown parents have a HH income over $50K – with an median HH income of $60,548.


Who Else Shops for Children’s BTS Needs

Of the 498,098 grandparents in Anytown, over 20% live with children in the household.

These 102,000 grandparents are most likely providing needs to those children.


Grandparents are Shoppers TooAnytown grandparents are spending money on their

grandchildren’s needs. They spent an average of $210.66 on children’s clothing in the last year – which is 8% more than the

average adult in the market.

Under $10037%

$100 - $49961%

$500 or more2%

61% of grandparents have spent between $100 and

$500 on children’s clothing in the past year!


Adult Students

▪ 354,826 Anytown adults are currently enrolled in or attending classes at a university.

– The average age of these students is 29.5

▪Almost 284,000 Anytown adults are currently attending Adult Continuing Education – with an average age of 40.9


Top Retail Categories

Hot Categories for BTS Advertising▪ Clothing/Shoes

▪ Malls

▪ Electronic Stores/Computers

▪ Bookstores

▪ Sports Apparel

▪ School Supplies

▪ Housewares and Home Goods

Children’s ClothingIn the past 12 months, Anytown homes with school-aged children have spent over $87 million on children’s clothing. Let’s see how this breaks out by age

of child in household.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Children Age 6 - 11 and BoughtChildren's Clothing Past Year

Children Age 12-17 and BoughtChildren's Clothing Past Year

9.4% 9.9%

46.1%53.7%

44.5%36.4%

Children's clothing:Under $100

Children's clothing:$100 - $499

Children's clothing:$500 or more


Clothing Stores Shopped

Clothing Store Shopped Past 3 Months Base % Target % Index

Target 41.9% 71.2% 170Walmart 40.9% 59.3% 145Costco 32.1% 48.1% 150

JCPenney 23.6% 45.8% 194Ross Dress For Less 22.7% 41.6% 183

Kohl's 25.8% 33.8% 131Macy's 25.7% 32.8% 128

Old Navy 13.8% 31.4% 228Marshalls 12.8% 23.6% 184TJ Maxx 9.1% 22.7% 250

Of the top 10 clothing stores shopped in the past 3 months for parents of school-aged children, mass retailers such as Target and Walmart are ranked #1. Discount

retailers, such as Ross, Marshalls and TJ Maxx also make this list.


Shoe Stores Shopped

PaylessShoeSource

Target JCPenney Sears Kmart Kohl's Walmart FamousFootwear

SportsAuthority

Big 5SportingGoods

303273

201183 172

164 162134

121105

38% of these school-aged parents have shopped at Payless in the past 3 months. This retailer also indexes very high with these parents – being 203% more likely than the average Anytown adult to be shopping there.

Top Indexing Shoe Stores Shopped


Malls Shopped/Visited

Malls Shopped/VisitedPast 30 Days Base % Target % Index

Anytown View Center 8.0% 16.5% 207

Plaza Outlet Center 2.6% 5.2% 200

Promenade Anytown Springs 0.9% 1.8% 191

Westfield Plaza Heights 4.5% 7.5% 165

Westfield Plaza View 8.1% 12.9% 160

Vista Premium Outlets 5.8% 9.0% 154

Lakeview Premium Outlets 5.1% 7.1% 139

Anytown Mountain Plaza 6.5% 8.8% 136

Boulevard Center 3.5% 4.7% 134

Westfield Plaza Terrace 9.0% 11.8% 131

80% of these parents have shopped at any mall in the past month - with many having shopped at the local outlet malls.


Outlet Mall Shoppers

KBCC TV 4PM-5PMM-F CUME

KBCC TV 7AM-9AMM-F CUME

KBCC TV 9AM-4PMM-F CUME

KBCC TV 10PM-11PM M-F CUME

KBCC TV 12-12:30PM M-F

CUME

KBCC TV 8PM-10PM M-S CUME

137 133 132122 116

104

Inde

x

Outlet mall shoppers in Anytown are more likely to be watching KBCC’s programming! They are over 30% more likely be watching KBCC’s 7a-5p

programming block.


Electronics

0%

10%

20%

30%

40%

50%

60%

70%

80%

Desktop computer Laptop or notebookcomputer

Tablet

Parent of School-Aged Child

Adult continuing education

Currently enrolled/attendingclasses at a college/university

While not all returning students will need clothing, electronic items are becoming a must-have for students of all ages. More parents of school-aged children have desktop computers and tablets while more university

students have laptops or notebooks.

Item HHLD Currently Owns


Electronic ShoppingWith 40% of parents of school-aged children and almost 60% of university

students NOT owning desktop computers, will they be shopping for computers in the next year?

Parents of school-aged children and university students

are much more likely than the

average adult in the market to be

electronics shoppers – with computers on

both top 10 lists!

Parents of School-Aged Children Index University Students Index

Solar panels 240 Satellite TV subscription 331

eReader 213 Video game system 322

Smartphone 197 Energy saving appliance 284

Tablet 189 New Primary house or condo 279

Computer 153 Office in the home 274

Wireless/cell phone service 146 High-definition television 230

New Primary house or condo 139 Wireless/cell phone service 225

Video game system 131 Computer 197

Mobile home 111 Satellite radio (Sirius XM) 190

Mattress 110 eReader 175

Items HH Plans to Purchase in Next 12 Months


Consumer Electronics Shoppers

169

143131 127 123 121 117 112 106 104

Inde

x

299

225

172145

126 124 121 121 118 117

Inde

x

Parents of School-Aged Children University Students

OfficeMax tops the list of the stores Back to School shoppers are most likely to be purchasing consumer electronics. However, the highest percentages of these shoppers depend on electronics retailer, Best Buy, for their purchases.

Best Buy Shoppers:

37.7%Best Buy

Shoppers: 41.9%Source: Scarborough; Anytown, USA 2013 Release 1

0%

20%

40%

60%

80%

100%

Computer ShoppersNext Year


University EnrolledStudents

16.6% 12.3% 11.5%

83.4% 87.7% 88.5%

Do Not Read

Read

Consumer Electronics ShoppersFry’s Electronics is on the top of the list of electronics stores for Back to

School shoppers. We know that Fry’s spends 100% of their advertising budget on local newspaper.

Anytown Gazette DailyWell over 80% of our

Back to School targets are not reading the daily edition of the Anytown Gazette.

And over ¾ of these targets are not

reading the Sunday edition either!


Reaching ParentsBy simply revising their media mix slightly, Fry’s Electronics could place a

more efficient advertising buy.

As you can see from the schedules to the right, adding television to the

buy and decreasing newspaper placement

saves budget and reaches more parents.


Consumer Electronics Shoppers

KBCC KAAA KYYY KBDD KZZZ KBCC KYYY KBDD KZZZ KBCC KBDD KYYY KZZZ

162

137124

94

69

110

7762

36

104

69

39

21

M-F/4p-5p M-F/5p-9p M-F/10p-11p

Electronic Shoppers in Anytown are more likely to be watching key dayparts on KBCC.


Office Supply Shopping

0%

10%

20%

30%

40%

50%

60%

70%

80%

FedEx Office Office Depot OfficeMax Staples Target

Stores Shopped for Office Supplies Past Year


Adult continuing education

University Students

Back to School shoppers agree on where to shop for office supplies. All five stores were consistently the top places shopped among them.


Office Supply ShoppingMany office supply stores are spending a lot of their advertising budget in the newspaper – specifically free-standing inserts in Sunday editions of the paper.

Local News Viewers

Main news/front page section

Local news section

Entertainment/lifestyle pages/section

International/national news

Business/finance pages/section

Advertising circulars/inserts/flyers

Food/cooking pages/section

Comics

Sports pages/section

62.8%

47.3%

42.1%

32.1%

32.1%

32.0%

31.1%

30.8%

30.1%

29.1%

Only 31% of office supply shoppers generally look at

advertising circulars/inserts/flyers. Local news programming reaches DOUBLE with 63%


Office Supply Shopper Viewership

KBCC 4AM-2AMM-S

KBDD 4AM-2AMM-S

KAAA 4AM-2AMM-S

KZZZ 4AM-2AMM-S

KYYY 4AM-2AMM-S

150

133118

9984

Inde

x

Reaching over 55% of the office supply store shoppers, they are 50% more likely than the average adult in the market to be watching your station.

Your station reaches over 903,000 of

these shoppers!!!


Bookstore Shopping

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2005 2006 2007 2008 2009 2010 2011 2012 2013

Shopped at any bookstore in past12 months

Shopped for books on theInternet past 12 months

Despite growth in internet shopping, bookstores are still holding strong in Anytown – staying relatively consistent year over year. This past year,

however, there was a spike in internet book shopping. Fortunately, we did not see a coinciding decline in bookstores in Anytown.


Bookstore Shopping

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Parent of School-AgedChild

Adult ContinuingEducation

University Students

88.1% 81.5%81.7%

11.9% 18.5% 18.3%

No

Yes

Shopped at Any Bookstore Past 12 Months

Back to School Shoppers are heavy bookstore shoppers. Over 80% of each BTS target have shopped at any bookstore. Let’s explore the top bookstores for each.


Bookstore ShoppingHowever, the bookstores used by these BTS targets are not the same. Each of the targets are much more likely to be shopping at different

places for their books.

Look at the differences in the retailers for each category! Parents

seem to be shopping at the brick-and-mortar locations, while the other

categories are doing more shopping online.

Bookstore Index Bookstore Index Bookstore Index

Target 116 Other bookstore 284 iTunes 156

Walmart 113 BarnesandNoble.com 228 Amazon 128

Amazon 95 iTunes 189 BarnesandNoble.com 115

Barnes & Noble 90 Barnes & Noble 133 Other bookstore 109

iTunes 69 Amazon 121 Target 107

BarnesandNoble.com 67 Target 103 Walmart 105

Other bookstore 59 Walmart 97 Barnes & Noble 92

Parents of School-Aged Children

Adult Continuing Education University Students


Bookstore ShoppersBookstore shoppers are more likely to be exclusive to KBCC’s late news –with over 11,800 parents only watching KBCC’s 11-11:30pm time period.

KBCC ExclusiveLate News

KBDD ExclusiveLate News

KAAA ExclusiveLate News

KZZZ ExclusiveLate News

128

97

57

27

Inde

x

Target Pop: 11,800

Target Pop: 9,250

Target Pop: 6,215

Target Pop: 4,123


Sports EquipmentBack to School also means Back to Sports! This category is specific to those parents or grandparents of school-aged

children in HH.

27.6% of parents/grandparents of school-aged children purchased sports equipment in the past year.

These parents spent a total of $2.1 million on sports equipment in the past year – spending an average of $180 in the year.


Sports Equipment Shoppers95% of sports equipment shoppers have internet access!

And those shoppers are heavy internet users for news and weather – making them perfect targets for KBCC.com!

Socialnetworking

Search Maps/GPS Weather Banking Local news Restaurantinformation

Video clips Find abusiness info

Nationalnews

73.0% 72.9% 72.6%66.0% 65.7%

48.9% 47.6% 47.6% 47.6% 45.8%


Sports Equipment ShoppersOver 43% of these shoppers have visited any broadcast TV site in the past 30

days, where only 24% have visited any newspaper site.

80,197

56,57848,495

38,922 37,05534,720

Targ

et P

opul

atio

n

KBCC.com reaches over

41% more sports equipment

shoppers than next closest competitor KYYY.com


Sporting Good Stores

Costco Dick'sSportingGoods

Target Walmart SportsAuthority

Big 5SportingGoods

SportChalet

REI

268238

205195

167152 142

107Inde

x

Stores Shopped for Sports Equipment Past Year

Parents/grandparents of school-aged children are likely to be shopping at Costco for sports equipment.

But these shoppers also are likely to be shopping at Target and Walmart. This shows that they are

likely to be one-stop shoppers – books, office supplies, clothing and

sporting goods.


Housewares and Home GoodsHome Accessories are also a very important retail category for college students.

Whether moving into the dorms or from one apartment to another, 70.8% of these students have shopped at any home accessory store in the past 12 months.


Target

Walmart

Bed, Bath & Beyond

IKEA

Michaels

Pier 1 imports

HomeGoods

Other home accessory store

Anna's Linens

The Container Store

54.2%

52.1%

36.4%

21.0%

19.9%

7.5%

6.9%

6.7%

5.7%

5.3%

Top 10 Home Accessory Stores for University Students

University enrolled students rely on Target and Walmart for their home accessory

needs. But looking at our indices, we find that they are much more likely to be

shopping at Bed, Bath and Beyond and IKEA than the market average.

Index 118

Index 128

Home Accessory Store ShoppersWhat types of TV programming will reach both Home Accessory Store shoppers AND

University-enrolled students? Of the top indexing programs, it seems that ad placement during reality shows, comedies, kids programming and movies is most

efficient for reaching both targets.

Program Type Index Program Type Index

Dramas 109 Reality - dating 189

Kids shows 108 Music videos 150

Reality - talent 106 Reality - talent 118

Mystery/suspense/crime 106 Comedies 117

Daytime talk shows 106 Kids shows 114

Comedies 105 Reality - adventure 112

Late night talk 105 Movies 103

Movies 103

Local news - late 103

Reality - adventure 103

Shopped Any Home Accessory Store Past 12 Months University Enrolled Students


Questions?

For more great ideas…

Visit the Scarborough Dialog site at http://dialog.scarborough.com

Dialog will give you insights on local market and consumer trends…opening you up to ideas and perspectives on reaching your

target clientele.

For Assistance:Kimberly [email protected]

Scarborough Page on the Client Learning Site http://en-us.nielsen.com/sitelets/cls/scarborough.html

Scarborough [email protected]

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