OMAHA. Getting Local With Scarborough Gary Meo, SVP Print & Digital Media Services

Transcription

1 OMAHA Getting Local With Scarborough Gary Meo, SVP Print & Digital Media Services

2 Agenda hbrief Scarborough overview hhow well do you know Omaha? hdemographics hactivities and interests hvoting and politics hmedia offline and online hconclusion and free stuff

3 Scarborough is 1 2 Local market experts and the leading authority on American consumers locally Measure 110 Local Markets Nationally comprehensive 200,000+ adults surveyed nationally Two phase methodology telephone and mail/internet 2,000 + categories and brands J/V between Nielsen & Arbitron

4 Scarborough Measures Strategic marketer/advertiser applications Shopping/Retail Behavior Product/Service Consumption Entertainment/ Lifestyle Media Shopping Centers Malls Department Stores Drug Stores Supermarkets Convenience Stores Discounters Mass-Merchandisers Specialty Shops Clothing Stores Sporting Goods Furniture Stores Coupon Usage On-line and Off-line Alcoholic/Non- Alcoholic Beverages Automotive Banking & Financial Computers Fast Food & Restaurants Home Improvement HealthCare/Insurance Travel Business-to-business Internet Usage Telecommunications Sports Involvement Events Attended Leisure Activities Personal Activities Voting Behavior Demographics 24 Individual & HH Level Measures Lifestyle Changes Newspaper Radio TV-Broadcast TV-Cable City/Regional Magazines Out-of-Home Direct Mail Yellow Pages Computer On-Line/Internet HealthView, PRIZM, Personicx, Tapestry, MOSAIC, VALS, Proprietary

5 Our Clients... NEWSPAPER MOBILE RADIO TELEVISION ONLINE OUT-OF OF-HOME MARKETERS & AGENCIES SPORTS

6 How well do you know Omaha?

7 Omaha is 1 Nielsen DMA #76 with 415,510 TV HHLDS (between #75 Springfield, MO and # 77 Columbia, SC) 2 A DMA comprised of 24 counties (14 in Nebraska, 9 in Iowa and 1 in Missouri) 3 Home to 793,162 adults age Home of the College World Series (over 125K attended a game and over 284K listened to a game on the radio or watched a game on TV in the past 12 months) 5 Home of Berkshire Hathaway (37% of Omaha adults own stock or stock options)

8 Coke or Pepsi? 28% 22% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162) Includes regular and diet soft drinks brands drank most often

9 Coke Classic or Diet Coke? 10% 12% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162) Soft drinks brands drank most often Coca-Cola Classic and Diet Coke

10 Target or Walmart? 37% 58% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162) Bought at Target or Walmart in the past 30 days

11 Burger King or McDonalds? 38% 41% Source: Scarborough Omaha Custom Study % Base = Total Omaha DMA adults age 18+ (793,162) Fast food restaurant visited for breakfast/lunch/dinner in the past 30 days

12 Boxers or Briefs?

13 Omaha #1 for... Based on index compared to the 77 markets measured by Scarborough

14 Demographic Profile

15 West North Central Census Division Iowa Kansas Minnesota Missouri Nebraska North Dakota South Dakota

16 Omaha Demographic Profile % of Pop. Index* Generation Y Ages 18 to 29 18% 95 Generation X Ages 30 to 44 29% 105 Women, 51% Gender Men, 49% Baby Boomer Ages 45 to 64 35% 100 Silent Generation Age % 96 Race/Ethnicity % of Pop Index Non-Hispanic White 87% 97 Black/ African American 6% 143 Asian/other <1% 100 Hispanic 5% 135 *Indexed against the adult 18+ population of the West North Central Census region.

17 Omaha Demographic Profile Marital Status Married, 62%, index 102 Not Married, 38%, Index 97 % of Pop. Index Homeowners 76% 97 Rent/other 20% 107 Post grad College Grad Some college ol grad or less Level of Education Index 12% % % 40% Less than $35,000 $35,000 to $75,000 $75,000 or more Household Income Index % 38% 39% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 10% 20% 30% 40% 50% *Indexed against the adult 18+ population of the West North Central Census region.

18 Omaha Work Force Employment % of Pop. Index Employed 63% 97 Employed full-time (35+ hours) 48% 99 Employed part-time (<35 hours) 15% 93 White collar 38% 96 Blue collar 25% 101 Not employed 37% 105 Retired 18% 106 Laid-off/looking for work Homemaker, student, other 4% 75 15% 115 Occupation Summaries Professional and Related Occupations Sales and Office Management, Business and Financial Service Construction, Extraction, and Maintenance, Production, Transportation and Material % 7% 11% 11% 11% 15% 0% 5% 10% 15% 20% *Indexed against the adult 18+ population of the West North Central Census region.

19 What is the median annual household income in Omaha? U.S. $51,720 Census Division $52,825 $60,310 Source: Scarborough Omaha Custom Study 2011 and USA+. Base = Total Omaha DMA adults age 18+ (793,162)

20 Activities and Interests

21 Cat or dog? 31% 44% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

22 Cat or dog among women? 27% 42% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

23 What percent of Omaha adults have visited a casino in the past year? 55% 43% Index % 12% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162) *Indexed against the adult 18+ population of the West North Central Census region.

24 Slots or table games? 33% 11% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

25 Omaha Around the Town Activities Walking for exercise Attending religious services % of Pop. Index 68% na 65% na Events Henry Doorly Zoo % of Pop. Index 51% 160 Qwest Center 31% na Interests* College football % of Pop. Index 41% 200 Olympics 24% 99 Movies 63% na High School sports event 27% 93 NFL 24% 89 Gardening 46% 100 Live theater 22% 106 College basketball 12% 91 Volunteer work 38% 121 Any professional sports event 20% 53 College baseball 11% 389 *Past 12 months. Current interest level: very. Indexed against the adult 18+ population of the West North Central Census region.

26 What college baseball team has had the most appearances in the College World Series? 23 appearance 4 championships 34 appearances 6 championships

27 What eco-friendly activities do Omaha adults do on a regular basis? 67% Recycle glass, plastic or paper 43% Have energy-efficient windows 43% 70% Use cloth or reusable grocery bags Use energy efficient light-bulbs

28 Is Omaha greener than the U.S. or C.D.? U.S. 44% Census Division 44% Omaha 40% Green = doing 5 or more eco-friendly activities on a regular basis Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

29 Omaha is Charitable 78% contributed money to an organization 58% 29% 18% 18% 8% 7% 6% Religious (index 138) Other Organization HealthCare/Medical Social Care/Welfare Political Arts/cultural Environmental Base = Omaha adults who contributed money to an organization: 616,926

30 Voting and Politics

31 Republican, Democrat or Independent? 33% 23% 32% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162) Independent includes independent, but feels closer to Democrat or Republican

32 Omaha At The Polls Local State Presidential 33% 23% 13% 12% 7% Republican 12% - None of these Democrat Independent Independent, but feel closer to Republicans Independent, but feel closer to Democrats Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

33 Fox News or MSNBC? 25% 9% 37% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162) Cable networks/stations watched in the past 7 days

34 Media

35 Cable TV or Satellite? 60% 27% Source: Scarborough Omaha Custom Study Base = Omaha adults age 18+ that have either cable or satellite TV (685,974)

36 What percent of Omaha adults have a satellite radio subscription? 15% 13% Index 87 9% 6% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

37 Omaha Weekly Media Usage Watch any prime time TV Listen to any Terrestrial Radio Read a printed Newspaper Accessed the Internet (past 30 days) Watched any prime time Cable TV 91% 90% 76% 76% 65% Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

38 Television & More Household owns/uses DVR (digital video recorder) 43% 106 Household subscribes to HDTV service via satellite/cable 40% 120 Household subscribes to Premium Cable channels 31% 104 Household used video on demand (past 30-days) 28% 144 Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

39 Television Daypart Viewing Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162) 39

40 Radio Daypart Listening Base = Omaha-Council Bluffs Arbitron Radio Metro (573,774 adults age 18+) 40

41 Newspaper Reading Percentage of DMA adults who read a printed newspaper in the past week Base = DMA 41

42 Content Preferences by Medium Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

43 Desktop, laptop or mobile device? 71% 54% 36%* *Mobile device, like a smartphone or ipad. Source: Scarborough Omaha Custom Study Base = Total Omaha DMA adults age 18+ (793,162)

44 Omaha Online Omaha U.S. 605,264 76% 75% 0% 20% 40% 60% 80% 100% Access the Internet in Past 30 Days Weekly Time Spent U.S. Omaha Index Less than 1 hour 6% 4% hours 27% 27% hours 25% 26% hours 19% 18% hours or more 20% 22% 110 Type of Connection U.S Omaha Index Cable 44% 64% 145 DSL 32% 24% 71 Dial-up/ Other 24% 12% 50 Indexed against the adult 18+ population of the U.S.

45 Omaha s Social Scene 44% or 352,368 Omaha adults used the internet for Social Networking in the past 30 days (online or on wireless phones) Other = Twitter, MySpace, Momoha.com and Google Buzz.

46 Internet Spending

47 82% of Omaha adults use wireless phone. What % uses their phone to access the internet? 55% 43% Index % 12% Indexed against the adult 18+ population of the U.S.

48 Wireless Activities Omaha US Texting 62% 64% 23% 28% News/weather/traffic 20% 23% Search 19% 24% Social networking 15% 20% Maps/GPS navigation 14% 21% Games (play or download) 14% 19% Social networking 14% 16% Music (listen or download) 12% 18% Sports scores/updates 8% 11% Omaha adults age 18+ who have a wireless phone: 653,860 48

49 What is Omaha s favorite alcoholic beverage? But why is the rum gone? 12% 10% Source: Scarborough Omaha Custom Study Base = Omaha adults age 18+ (793,162) Liquor drank in past 30 days.

50 What have we learned about Omaha adults? They re rum drinkers; possible pirate obsession. They index significantly above average for post graduate education and annual household income $75K+; high median annual HHI. They prefer dogs to cats, regardless of the cuteness of the cat. They walk for exercise, love the Henry Doorly Zoo and are crazy about college football and college baseball. Nearly a third identify as independent voters. Faith is key to this community. Heavy consumers of media; strong market for printed newspapers; very interested in news in general. Are more likely to spend 20 hours or more online in an average week compared to the national average. Heavy users of social media, especially Facebook. Boxers of briefs? We may never know... and that s just as well.

51 Free Resources haudience-fax 8 hscarborough City Rank 8 hscarborough Free Studies 8 hscarborough Press Releases 8

52 Free Resources

53 Thanks! Gary Meo SVP, Print and Digital Media Services Scarborough Research