Mother's Day Spending - TVB > Public > Home

Mother's Day Spending - TVB > Public > Home

Mothers Day Spending In Billions $20.7 $18.6 $19.9 $21.2 $21.4 Apr-15 Apr-16 $16.3 $15.8 Apr-08 $23.6 $14.1

$14.6 Apr-09 Apr-10 Apr-11 Source: NRF Monthly Consumer Survey A18+, April 2017 Apr-12 Apr-13 Apr-14 Apr-17 Recipients for Mothers Day Gifts 63.9% Mother or Stepmother 23.3%

Wife 10.7% Daughter Sister 8.7% Other Relative 8.5% Grandmother 7.3% Friend 6.9% Godmother 1.8%

Source: NRF Monthly Consumer Survey A18+, April 2017 3 3 Out of 4 Consumers Plan On Spending The Same or More Than Last Year Don't Celebrate Mother's Day More 20.78% 15.06% Less 7.93% Same 56% Same 56% 56.22% Source: NRF Monthly Consumer Survey A18+, April 2017 4 TV Has Highest Reach of Ad Supported Platforms For Moms TV Broadcast/... 73.5%

65.1% 61.0% 58.6% Social... 54.9% 45.6% 27.0% 23.5% Maga... 18.8% 17.9% Broadcast TV News Web... % Reached Yesterday Moms 17.3% 13.6% Cable News Channels We...

7.9% Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Women 18+ with presence of children. 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 includes local TV station websites & network websites for news/weather/sports. 5 People Spend the Most Time with Television of All Ad Supported Platforms For Moms Television (Broadcast/C... 4:32 Smart... 1:40 Social M... 1:11 1:01 E

0:43 T 0:37 S 0:24 Internet-R... 0:13 Newsp... 0:12 Maga... 0:06 Broadcast TV News We...

0:05 Internet-Print (Newspapers/Magaz... 0:05 Cable News Channels We... Moms Daily Time Spent Yesterday (In Hours:Minutes) 0:03 Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Women 18+ with presence of children. 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 includes local TV station websites & network websites for news/weather/sports. 6 Broadcast: Great Way to Reach Mothers Day Shoppers Adult 18-49 Ratings Em 4.0

3.2 Kentucky D... 2.8 2.6 Masters Golf Tourn.... 2.6 2.6 NBA Playoffs On ABC... 2.4 2.3 ACM Aw... 2.3 2.2 Grey's Ana... 2.1

2.0 Surv... 2.0 2.0 NBA Playoffs On ABC... 2.0 1.9 NBA Playoffs On ABC... 1.8 1.8 Modern Fa... 1.7 1.7 Top Cable ... 0.3

Source: Nielsen NPower 3/28/2016 - 5/8/2016 Adult 18-49 Live+SD Ratings; A18-49 10 Cable Networks based on A18-49 Ratings. 7 Broadcast TVs Reach: Significantly Higher Than Cable One Day Reach ABC P... 4.6 NBC P... 4.4 CBS P... 4.2 TNT P... 2.2 TBS P...

2.0 USA P... Lifetime P... 1.2 1.0 Source: Nielsen NPower. April 29th 2016 Adults 18-49 Live+SD. 8 Television Ads Are The Top Medium That Influences Moms Purchase Decisions Television 40.2 Newspapers 9.8 Magazines

9.5 Social Media 9.4 E-mail 8.2 Direct mail 4.3 Radio 2.5 Search 2.5 Broadcast TV News Websites 2.1

Smartphones/Tablets/Mobile Devices 1.9 Out-of-Home/Billboards 1.6 Advertising medium which you feel most influences you to make a purchase decision % Moms Internet-Print 0.7 Video Ads on a Computer 0.7 Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Women 18+ with presence of children. Includes only those who chose a media. Q1 Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? . Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports. 9 Working Moms Watch More Morning & Late News Share of Local News Viewing by Mom Type

39% 43% 52% 67% 61% 57% 48% 33% Morning News Mid Day News Stay-At-Home Moms Early Evening Late News

Working Moms Source: Nielsen Local Watch Report Q3 2016. Share of weighted average news GRPs in LPM markets (NPOWER); Live+ SD; September 2016 National Period (8/29/2016 9/25/2016) Morning News = M-F 6-7AM; Mid-day News = 12-12:30PM; Early Evening News = M-F 6-6:30PM (Excludes FOX); Late Night News = M-F 11-11:30PM (FOX 10-10:30PM); All periods are time zone adjusted. 10 Moms Trust is in Local Broadcast Assets TV News Digital News 82% 77% 74% 75% 74% 56% 38%

Source: GfK TVB Mentor Survey Winter 2016 Women 18 with presence of children. Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source. 11 Planned Mothers Day Spending Billions $5.0 Jew $4.2 Special outing such as dinner or br... $2.6 Flo $2.5 Gift cards/certific... Clothing or clothing accesso...

Consumer electronics or computer related accessor... Personal Service, such as day at a spa, a facial or a mass... Source: NRF Monthly Consumer Survey A18+, April 2017 $2.1 $2.0 $1.9 12 Jewelry Shoppers Watch Broadcast TV Source: GFK MRI Fall 2016, Base: Adults 18+ Index; Spent $100+ on fine jewelry in last 12 months. 13 Jewelry Shopping is a Local Decision The Redder the better- High BDI Source: GfK MRI 2016 Market-by-Market weighted by Adult 18+ population. Fine Jewelry Where Purchased. 14

Wining and Dining with Broadcast Viewers Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Spent $50+ at a family restaurant/steakhouse in the last 30 days. 15 Target Adults Who Enjoy Dining Out at Ruby Tuesday with Local Broadcast Source: GfK MRI 2016 Market-by-Market weighted by Adult 18+ population. Bought at Ruby Tuesday in the last 6 months. 16 Broadcast TV Viewers Give The Gift Of Flowers Source: GFK MRI Fall 2016, Base: Adults 18+ Index; Any Amount Spent on Flowers by Phone/Internet or Flower Shop. 17 Broadcast TV Viewers Purchase Gift Cards Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Spent Any Amount on a gift card in the last 6 months.

18 Broadcast TV: The Destination for Clothing Store Shoppers Top 10 Programs by Index Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Shopped at Macys, JCPenny, or Burlington Coat Factory in the last 3 months. 19 Technology Ownership of Mothers Source: Q3 Nielsen Total Audience Report. Nielsen National Panel, 08/29/2016 - 09/25/2016 20 Top Programs of Electronic Shoppers Top 10 Programs by Index Source: GFK MRI Fall 2016, Base Adults 18+ Index. Shopped at Best Buy in the last 12 months. 21 Top Programs for the Mother That Likes to be Pampered

Top 10 Programs by Index Source: GFK MRI Fall 2016, Base Adults 18+ Index. Visited a day spa in the past 6 months. 22 Purchase Locations for Mothers Day Gifts 35% Department S... 31% Specialty Store (Greeting Card/Gift Store, Florist, Jeweler, Electronics St... 30% On 24% Local/Small Busi... 23%

Discount S... Specialty Clothing S... Source: NRF Monthly Consumer Survey A18+, April 2017 10% 23 Broadcast TV Delivers Department Store & Discount Store Shoppers Departmen t Stores Discount Stores 137 New 126 Grey's An... 125

Life In P... 124 The Bac... 123 The Gold... 141 Life In ... G 120 Ros 119 142 The ...

MasterCh... Blac... 143 Da 120 119 144 Whose Line Is It A... Maste... Sc 145 Mom

138 136 135 Hollywood Game ... 134 Bob's Bu... 118 Dancing With The ... 134 The M... 118 Scream Q... 134 MasterChe...

118 Batt... The Real O'... 117 The M... 133 132 The ... 116 American ... 131 Jane The V... 116

Eleme... 131 Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne. Shopped at a Discount Stores in the past 6 months. 24 Broadcast TV Delivers Online Shoppers Top 10 Programs by Index Source: GFK MRI Fall 2016, Base Adults 18+ Index. Internet Shopping: Spent any amount on items. 25 Broadcast Websites Provide Multi-platform Opportunities 26 Key Mothers Day Takeaways 3 out of 4 consumers plan to spend at least the same or more than last year

Broadcast TV dominates ratings & reach of Mothers Day shoppers Be selective with Broadcast TV Jewelry Special outing such as dinner or brunch Flowers Gift cards Clothing Local Television Zeros in on market strengths TV Ads Stronger Motivator for Young Adults Word of Mouth and Digital Actions Local TV stations offer multi-platform opportunities and are important 27 digital influencers Thank You

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