Global ROI Summary Fiscal Year February 2017

Transcription

1 Global ROI Summary Fiscal Year February 2017

2 Key Findings In fiscal year , VCA increased media spending by $13.2 million and added three target countries (Mexico, Brazil, and Australia). Existing target countries are U.S., UK, Canada, and China. The result of the additional efforts is an increase in ad-influenced trips and visitor spending: Ad-influenced trips increased from 4.7 million in 2015 to 5.6 million in fiscal year Ad-influenced visitor spending increased from $10.3 billion in 2015 to $12.9 billion in fiscal year But higher media spending led to a lower global ROI: ROI decreased from $330 in 2015 to $289 in fiscal year The fiscal year advertising influenced visitor spending in all California regions and in all designated industries. The biggest impact in every region was from domestic incremental travel, but VCA advertising helped bring significant international visitation to all regions in the state. Some industry-specific ad impacts include: $4.6 billion in lodging spending $1.8 billion in retail spending $1.7 billion in attractions spending $605 million in rental car fees $2.4 billion in spending on meals/food 2

3 Background & Objectives Visit California (VCA) runs domestic and international advertising campaigns designed to build perceptions of the state as a travel destination, encourage interest in visiting, and ultimately influence California travel. VCA has partnered with Strategic Marketing & Research Insights (SMARInsights) for more than 10 years to conduct advertising effectiveness and return on investment research. The primary objective is to measure the level of California travel attributable to the advertising to calculate return on the investment. The research also explores travel behavior and gathers information to assist Visit California in refining future marketing efforts. Past ROI research has been conducted on a calendar year basis. The current wave and future waves will be conducted on a fiscal year basis. This simply means that we are measuring the impact of the ads that ran during a given fiscal year period rather than a calendar year period. VCA added target countries and increased the budget in fiscal year Target Countries Total Media Expenditures UK Domestic Canada Mexico China Australia UK Domestic Canada China Fiscal Year UK Domestic Canada Mexico Brazil China Australia $24.7 million $31.3 million $44.5 million 3

4 Research Method The fiscal year ROI research was conducted via an online survey in each target country, with actual advertising shown to obtain a measure of aided ad recall. Travel planning periods by country drove the research timing to ensure that the ads had sufficient time to influence travel. The fundamental tenet of this research is to compare the perceptions and behaviors of those with advertising recall to the same measures among those without ad recall. The unaware population is the control group from which advertising influence is assessed. The difference in the level of California travel between the aware and unaware populations is incremental travel, or ad-influenced travel. The level of incremental travel is applied to the population of adaware households to determine the number of ad-influenced California trips. Average trip expenditures are applied to calculate the total ad-influenced visitor spending which is then divided by media expenditures to determine ROI (the amount of visitor spending influenced for each $1 invested). Incremental Travel Example 5.0% Unaware Travel 10.0% Aware Travel 5.0% Increment 4

5 Research Design Completed Surveys Geography UK Domestic Canada Mexico Brazil China Australia 2,022 3,076 1,501 1,544 1,517 1,985 1,508 London Remaining UK Western U.S. California Remaining National Western Canada Toronto Remaining Total Country Total Country 13,153 Total Surveys Beijing Guangzhou Shanghai Chengdu Shenzhen Sydney Melbourne Brisbane >=18 years old >=18 years old >=18 years old >=18 years old >=18 years old >=18 years old >=18 years old Target Audience Have taken a leisure trip to the U.S. in the past 2 years or are likely to visit in the next 2 years Take at least one overnight leisure trip per year Have taken a leisure trip to the U.S. in the past 2 years or are likely to visit in the next 2 years Have taken a leisure trip to the U.S. in the past 2 years or are likely to visit in the next 2 years Have taken a leisure trip to the U.S. in the past 2 years or are likely to visit in the next 2 years Have taken a leisure trip to the U.S. in the past 2 years or are likely to visit in the next 2 years Have ever traveled outside Australia for leisure Have taken a leisure trip to the U.S. in the past 2 years or are likely to visit in the next 2 years Involved in the travel decisionmaking process in their household Involved in the travel decisionmaking process in their household Involved in the travel decisionmaking process in their household Involved in the travel decisionmaking process in their household Involved in the travel decisionmaking process in their household Involved in the travel decisionmaking process in their household Involved in the travel decisionmaking process in their household 5

6 Fiscal Year Advertising Campaigns Media Employed Total Media Expenditures Average Joes Brand TV/OTV UK Domestic Canada Mexico Brazil China Australia Total TV TV TV OTV TV TV OTV OTV OTV Digital OTV OTV Digital Digital Digital Digital Digital Print (Always in Out-of-Home Out-of-Home Season) Social Media Other (Top Chef) TV OTV Digital Out of Home TV OTV Digital Out-of-Home Print Social Media Other (Top Chef) $3,923,614 $28,303,111 $2,051,893 $1,969,320 $926,890 $5,147,198 $2,159,339 $44,481,365 Kids Unplugged Family TV/OTV California Dreamers Digital Video Sample Ads Dream365TV Digital Video CA Restaurant Month Digital Banners Come True Foundational Digital Banners Country-Specific Dreamers TV (MEX, CHI)/OTV (BRA) Dream Eater Digital Video Bay Area or Bust Digital Video Catch the Winter Wave Digital Banners 6

7 Ad-Influenced Travel & ROI The level of ad-influenced travel is assessed by comparing the rates of California travel among the ad-aware and unaware populations. The level of unaware travel is the baseline and would have occurred in the absence of advertising. The additional travel among the ad-aware group is considered to be incremental, or ad-influenced.

8 Ad-Influenced Travel by Country Incremental (Ad-Influenced) Travel 6.5% 7.0% 3.1% 3.3% 2.5% 4.1% 1.4% 1.5% UK Domestic Canada Mexico Brazil China Australia Total The fiscal year VCA advertising influenced California travel from all target countries. 8

9 Fiscal Year Global ROI Summary* UK Domestic Canada Mexico Brazil China Australia Total Ad-Influenced Trips 104,512 4,664, , ,351 87, ,864 71,555 5,573,060 Average California Trip Expenditures $3,837 $2,240 $2,107 $1,652 $2,362 $3,831 $2,951 $2,309 Ad-Influenced Visitor Spending $401,012,544 $10,450,772,129 $441,878,990 $387,246,905 $206,125,265 $769,567,845 $211,139,862 $12,867,743,540 Ad-Influenced Tax Revenue $25,424,195 $662,578,953 $28,015,128 $24,551,454 $13,068,342 $48,790,601 $13,386,267 $815,814,941 Media Expenditures $3,923,614 $28,303,111 $2,051,893 $1,969,320 $926,890 $5,147,198 $2,159,339 $44,481,365 ROI (Total Visitor Spending ROI) $102 $369 $215 $197 $222 $150 $98 $289 General Fund ROI (Tax ROI) $6.48 $23.41 $13.65 $12.47 $14.10 $9.48 $6.20 $18.34 *The full ROI calculation is in the Appendix In total, the fiscal year VCA advertising returned $289 in California visitor spending for each $1 invested in the media. The domestic advertising campaign generated the highest ROI. 9

10 Global ROI Change 2015 Fiscal Year % Change from 2015 Insights Ad-Influenced Trips 4.7 million 5.6 million 18% Average California Trip Expenditures $2,184 $2,309 6% Ad-Influenced Visitor Spending $10.3 billion $12.9 billion 25% Ad-Influenced Tax Revenue $659 million $816 million 24% Media Expenditures $31.3 million $44.5 million 42% ROI (Total Visitor Spending ROI) $330 $289-12% General Fund ROI (Tax ROI) $21 $18-13% VCA added three global target markets in fiscal year (Mexico, Brazil, Australia). The result is an 18% increase in ad-influenced California trips. Average California visitor spending rose despite economic uncertainty in some target countries. More ad-influenced trips and higher average visitor spending led to more ad-influenced visitor spending. A slightly lower tax rate was used in fiscal year , so the percentage increase in ad-influenced tax revenue is slightly less than the percentage increase in ad-influenced visitor spending. VCA added three target countries and increased media spending by almost half in fiscal year The fiscal year advertising generated more California trips and more visitor spending, but the additional ad dollars resulted in a lower ROI. It is positive to note that the ROI decline is less than the media investment increase. Moreover, the fiscal year advertising outperformed global ROI projections. 10

11 Global ROI Trends 2.6 Ad-Influenced California Trips (millions) Average California Visitor Spending (thousands) $2.2 $2.3 $1.8 $1.3 $1.6 $1.7 $2.0 $1.8 $1.8 $1.1 Ad-Influenced Visitor Spending (billions) $10.3 $8.7 $6.6 $5.9 $6.4 $7.1 $7.8 $4.5 $2.9 $12.9 $9.8 $23.9 $18.4 Media Expenditures (millions) $21.5 $25.1 $19.7 $21.6 $24.7 $31.3 $44.5 $297 $278 $245 $275 $256 ROI $360 $360 $353 $330 $289 11

12 Ad Awareness Respondents are shown the actual VCA advertising and asked if they recall seeing it before taking the survey to obtain a measure of aided ad recall.

13 Global Advertising Spend & Awareness Summary Fiscal Year Ad Spending (millions) & Aware Households (millions) by Country Total Awareness Percentage by Country $28.3 Aware Households Media Expenditures $ % 70% 66% 75% 39% 77% 57% 67% 42.2 $ $5.2 $ $ $ $ UK Domestic Canada Mexico Brazil China Australia Total The domestic campaign received the largest investment and generated the most ad-aware households. The advertising reached a notable portion of the target audience in each country. SMARInsights rarely sees campaigns exceed 75% awareness. The Brazil campaign generated relatively low awareness, but this was a new campaign with a relatively small budget. 13

14 Global Advertising Awareness Trend Ad Awareness by Year 73% 67% 68% 70% 73% 73% 70% 69% 66% 61% 75% 85% 81% 77% 54% 57% 39% NA NA NA NA UK Domestic Canada Mexico Brazil China Australia Fiscal year Generally, fiscal year ad-awareness levels are on par with prior years awareness levels. The greatest awareness gain was realized in Mexico. 14

15 Fiscal Year Advertising Recall by Country by Medium 66% 60% 59% 45% 53% 50% 72% 61% 37% 36% 34% 36% 28% 73% 75% 77% 70% 66% 57% 39% 17% 13% NA 9% TV/OTV Digital Out-of-Home Any UK US Canada Mexico Brazil China Australia TV/OTV advertising is the primary awareness builder in most countries, with the exceptions of Mexico, Brazil and China, where digital advertising had higher awareness. 15

16 Ad Sentiment After viewing each campaign, respondents are asked for their overall reaction to the creative (positive, neutral, or negative). The following charts show the ad sentiment among those aware of the campaigns. As the charts indicate, the ads receive mostly positive reactions across campaigns and across countries.

17 Brand TV/OTV Ad Sentiment Among those aware of the campaign 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2% 4% 5% 3% 5% 1% 7% 4% 15% 16% 25% 30% 82% UK Average Joes 70% Domestic Average Joes 65% Canada Average Joes 97% 95% 92% Mexico Dreamers Revise Brazil Dreamers China Dreamers Revise 80% Australia Board Shorts Negative Neutral Positive The majority of the audience in each country has a positive reaction to the brand TV advertising, but the domestic and Canada audiences are less likely to have a positive reaction. There is near-universal positive reaction in Mexico, Brazil, and China. 17

18 Kids Unplugged TV/OTV Ad Sentiment Among those aware of the campaign 100% 90% 3% 5% 2% 2% 10% 16% 12% 80% 70% 60% 50% 40% 30% 87% 95% 82% 86% Negative Neutral Positive 20% 10% 0% NA NA NA UK Domestic Canada Mexico Brazil China Australia The Kids Unplugged spot receives mostly positive reactions. The strongest reaction is among the domestic audience. 18

19 Dream365TV Digital Banner Sentiment Among those aware of the campaign 100% 90% 80% 2% 1% 3% 1% 8% 3% 25% 24% 28% 20% 70% 60% 50% 40% 30% 74% 75% 70% 91% 77% Negative Neutral Positive 20% 10% 0% NA UK Domestic Canada Mexico Brazil China Australia NA The Dream365TV ads receive about three-quarters positive reactions, with the exception of China, where almost all have a positive reaction. 19

20 Dreamers Digital Video Sentiment Among those aware of the campaign 100% 90% 80% 4% 3% 3% 2% 3% 14% 15% 11% 10% 26% 70% 60% 50% 40% 30% 83% 82% 71% 88% 87% Negative Neutral Positive 20% 10% 0% NA UK Domestic Canada Mexico Brazil China Australia NA Canadians are less likely than those in other countries to give the Dreamers digital videos a positive rating, yet most Canadians still have a positive reaction to the videos which speaks to their appeal. 20

21 Come True Digital Banner Sentiment Among those aware of the campaign 100% 90% 4% 3% 5% 2% 10% 16% 11% 14% 17% 80% 70% 60% 50% 40% 30% 86% 84% 83% 95% 89% 81% Negative Neutral Positive 20% 10% 0% UK Domestic Canada Mexico Brazil China Australia NA The Come True digital banners receive mostly positive responses and almost no negative responses across target countries. 21

22 Dream Eater Digital Sentiment Among those aware of the campaign 100% 90% 80% 70% 4% 2% 5% 1% 11% 12% 15% 18% 11% 16% 60% 50% 40% 30% 81% 88% 77% 87% 74% Negative Neutral Positive 20% 10% 0% NA UK Domestic Canada Mexico Brazil China Australia NA The Dream Eater campaign receives mostly positive reactions, but this is a somewhat polarizing campaign in Australia with 11% having a negative reaction. 22

23 Misc. Domestic Ad Sentiment Among those aware of the campaign 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 3% 3% 5% 1% 10% 15% 18% 21% 83% 79% Catch the Winter Wave Digital Bay Area or Bust Digital 74% California Restaurant Month Digital 89% Always in Season Print Negative Neutral Positive Similar to the other domestic campaigns, the remaining campaigns receive mostly positive ratings. But there are some notable differences in the percentage of positive reactions between Always in Season and California Restaurant Month. 23

24 Misc. International Ad Sentiment Among those aware of the campaign 100% 90% 1% 1% 5% 5% 5% 11% 80% 70% 60% 50% 40% 30% 20% 94% 94% 95% 89% Negative Neutral Positive 10% 0% Mexico Prodigy MSN Takeover Digital Mexico Webzodes Interstitial Digital Mexico Yahoo Billboards Digital China Always in Season Digital The remaining Mexico and China campaigns get near-universal positive reactions. 24

25 Ad-Influenced Trips & Spending By Region & Industry Regions There are many regional and industry-specific stakeholders, so the research is designed to distribute the ad-influenced visitor trips and spending across key regions and to distribute ad-influenced visitor spending across selected industries. Industries Accommodations - Hotel/Motel Meals/Food Shopping Attractions In-State Travel (other than rental car) Entertainment Accommodations - Homeshare Car Rental Accommodations - Inn/B&B

26 Global Distribution of Ad-Influenced Trips & Spending Region Ad-Influenced Trips % of Total Ad-Influenced Trips Ad-Influenced Spending % of Total Ad-Influenced Spending Industry Ad-Influenced Spending % of Total Ad-Influenced Spending Los Angeles County 2,212, % $2,732,934, % San Francisco Bay 2,130, % $2,927,050, % San Diego County 1,762, % $1,968,222, % Orange County 1,448, % $1,324,129, % Central Coast 1,191, % $1,125,712, % Desert 687, % $560,172, % Central Valley 671, % $483,078, % North Coast 575, % $453,532, % Inland Empire 534, % $350,156, % High Sierra 513, % $461,193, % Gold Country 366, % $263,362, % Shasta Cascade 319, % $218,198, % Total *12,414, % $12,867,743, % Accommodations - Hotel/Motel $3,561,661, % Meals/Food $2,422,699, % Shopping $1,830,676, % Attractions $1,659,493, % In-State Travel (other than rental car) $1,023,688, % Entertainment $737,805, % Accommodations - Homeshare $626,408, % Car Rental $604,553, % Accommodations - Inn/B&B $400,756, % Total $12,867,743, % *Total ad-influenced region trips is greater than total ad-influenced trips (5.6 million) because visitors go to multiple regions (2.2 on average). The advertising had an influence on visitor spending in all regions and all industries. Naturally, the most-visited regions (L.A., San Francisco, San Diego) account for the greatest percentage of trips and spending. The relative expense of these areas results in their percentage of spending being greater than their percentage of trips. Accommodations and dining account for almost half of ad-influenced spending. 26

27 Ad-Influenced Trips by Region by Country Summary UK Domestic Canada Mexico Brazil China Australia San Francisco Bay 55,116 1,736,932 88,693 77,819 52,884 78,349 40,444 Los Angeles County 51,996 1,705, , ,271 67,427 73,740 49,777 Central Coast 31, ,271 42,235 42,040 38,341 73,740 21,778 San Diego County 20,278 1,456,111 61, ,859 43,629 41,095 19,555 Orange County 18,719 1,216,892 56,313 65,296 43,629 22,660 25,333 Central Valley 17, ,236 29,564 28,623 35,697 75,660 12,000 Desert 15, ,643 26,749 16,100 17,187 39,558 11,111 High Sierra 15, ,230 11,263 10,734 22,476 50,696 8,444 Gold Country 9, ,821 11,263 11,628 19,831 27,652 6,222 North Coast 8, ,036 23,933 8,050 18,509 40,327 7,555 Inland Empire 4, ,234 14,078 12,523 21,153 28,805 6,222 Shasta Cascade 4, ,819 12,670 4,472 15,865 24,580 2,667 *Total Ad-Influenced Region Trips 252,181 9,937, , , , , ,109 Total Ad-Influenced Trips 104,512 4,664, , ,351 87, ,864 71,555 Avg. # Regions Visited per Trip *Total ad-influenced region trips is greater than total ad-influenced trips because visitors go to multiple regions. The bottom row indicates the average number of regions visited per trip. Total global figures are on slide 26 27

28 Ad-Influenced Trips % by Region by Country Summary Above Average % Across Countries Average % Across Countries Below Average % Across Countries Region UK Domestic Canada Mexico Brazil China Australia San Francisco Bay 21.9% 17.5% 18.0% 14.2% 13.3% 13.6% 19.2% Los Angeles County 20.6% 17.2% 23.1% 27.5% 17.0% 12.8% 23.6% Central Coast 12.6% 9.5% 8.6% 7.7% 9.7% 12.8% 10.3% San Diego County 8.0% 14.7% 12.6% 21.9% 11.0% 7.1% 9.3% Orange County 7.4% 12.2% 11.4% 11.9% 11.0% 3.9% 12.0% Central Valley 6.8% 4.8% 6.0% 5.2% 9.0% 13.1% 5.7% Desert 6.2% 5.7% 5.4% 2.9% 4.3% 6.9% 5.3% High Sierra 6.0% 4.0% 2.3% 2.0% 5.7% 8.8% 4.0% Gold Country 3.7% 2.8% 2.3% 2.1% 5.0% 4.8% 2.9% North Coast 3.5% 4.7% 4.9% 1.5% 4.7% 7.0% 3.6% Inland Empire 1.6% 4.5% 2.9% 2.3% 5.3% 5.0% 2.9% Shasta Cascade 1.6% 2.6% 2.6% 0.8% 4.0% 4.3% 1.3% 28

29 Ad-Influenced Trips by Region % Domestic vs. International Central Coast Inland Empire Central Valley Los Angeles County Desert North Coast Gold Country Orange County High Sierra San Diego County San Shasta Francisco Cascade Bay Domestic 79% 84% 70% 77% 82% 81% 77% 84% 77% 83% 82% 80% International 21% 16% 30% 23% 18% 19% 23% 16% 23% 17% 18% 20% The domestic advertising generates the majority of trips to each California region. 29

30 Total global figures are on slide 26 Ad-Influenced Spending by Region by Country Summary Region UK Domestic Canada Mexico Brazil China Australia Los Angeles County $109,017,013 $2,097,469,966 $128,776,163 $147,948,177 $63,112,171 $115,112,411 $71,499,039 San Francisco Bay $102,318,764 $2,438,165,138 $114,990,353 $60,072,917 $41,722,940 $122,844,619 $46,935,998 Central Coast $41,954,303 $912,352,407 $20,566,718 $15,887,053 $17,575,415 $102,819,593 $14,556,848 San Diego County $29,119,335 $1,740,053,560 $47,323,814 $69,009,384 $25,671,060 $41,019,682 $16,025,647 Central Valley $26,792,997 $289,486,388 $15,129,774 $15,390,582 $14,070,290 $113,828,514 $8,380,023 Desert $24,065,566 $432,661,966 $26,166,567 $19,163,757 $4,809,590 $48,609,751 $4,694,911 Orange County $19,653,545 $1,167,351,247 $50,439,367 $30,781,164 $15,315,008 $14,963,663 $25,625,298 High Sierra $13,436,608 $344,875,480 $3,359,909 $18,369,404 $5,546,462 $69,179,368 $6,425,996 North Coast $12,032,783 $367,867,179 $10,344,448 $1,489,411 $8,553,701 $48,392,426 $4,852,283 Gold Country $10,147,647 $202,744,979 $7,391,801 $1,191,529 $3,724,196 $33,257,986 $4,904,740 Inland Empire $6,537,812 $288,441,311 $7,534,342 $6,950,585 $3,296,013 $32,649,209 $4,747,368 Shasta Cascade $5,936,173 $169,302,508 $9,855,734 $992,941 $2,728,421 $26,890,623 $2,491,713 Total $401,012,544 $10,450,772,129 $441,878,990 $387,246,905 $206,125,265 $769,567,845 $211,139,862 30

31 Ad-Influenced Spending % by Region by Country Summary Above Average % Across Countries Average % Across Countries Below Average % Across Countries Region UK Domestic Canada Mexico Brazil China Australia Los Angeles County 27.2% 20.1% 29.1% 38.2% 30.6% 15.0% 33.9% San Francisco Bay 25.5% 23.3% 26.0% 15.5% 20.2% 16.0% 22.2% Central Coast 10.5% 8.7% 4.7% 4.1% 8.5% 13.4% 6.9% San Diego County 7.3% 16.7% 10.7% 17.8% 12.5% 5.3% 7.6% Central Valley 6.7% 2.8% 3.4% 4.0% 6.8% 14.8% 4.0% Desert 6.0% 4.1% 5.9% 4.9% 2.3% 6.3% 2.2% Orange County 4.9% 11.2% 11.4% 7.9% 7.4% 1.9% 12.1% High Sierra 3.4% 3.3% 0.8% 4.7% 2.7% 9.0% 3.0% North Coast 3.0% 3.5% 2.3% 0.4% 4.1% 6.3% 2.3% Gold Country 2.5% 1.9% 1.7% 0.3% 1.8% 4.3% 2.3% Inland Empire 1.6% 2.8% 1.7% 1.8% 1.6% 4.2% 2.2% Shasta Cascade 1.5% 1.6% 2.2% 0.3% 1.3% 3.5% 1.2% Total 100% 100% 100% 100% 100% 100% 100% 31

32 Total global figures are on slide 26 Ad-Influenced Spending by Industry by Country Summary Industry Category UK Domestic Canada Mexico Brazil China Australia Accommodations - Hotel/Motel $100,593,364 $3,094,490,659 $112,996,731 $82,900,649 $31,056,305 $84,067,482 $55,556,794 Shopping $93,719,085 $1,269,901,978 $66,614,216 $80,395,075 $49,917,674 $235,600,730 $34,527,817 Meals/Food $61,476,546 $2,057,375,028 $71,342,874 $68,413,619 $32,389,290 $98,042,864 $33,659,184 Attractions $51,125,425 $1,326,721,081 $68,582,623 $62,788,962 $27,350,918 $90,521,549 $32,403,309 In-State Travel (other than rental car) $30,573,103 $819,155,007 $49,797,489 $27,070,867 $16,840,278 $72,105,185 $8,146,187 Entertainment $22,164,509 $576,991,303 $20,836,439 $18,990,979 $13,208,327 $73,954,503 $11,659,428 Car Rental $21,347,867 $433,332,015 $23,878,746 $35,108,451 $16,716,989 $51,387,533 $22,781,660 Accommodations - Inn/B&B Accommodations - Homeshare $11,132,862 $317,383,657 $12,123,158 $6,483,850 $12,374,470 $34,036,511 $7,222,186 $8,879,783 $555,421,400 $15,706,715 $5,094,453 $6,271,014 $29,851,488 $5,183,298 Total $401,012,544 $10,450,772,129 $441,878,990 $387,246,905 $206,125,265 $769,567,845 $211,139,862 32

33 Ad-Influenced Spending % by Industry by Country Summary Industry Category UK Domestic Canada Mexico Brazil China Australia Accommodations - Hotel/Motel 25.1% 29.6% 25.6% 21.4% 15.1% 10.9% 26.3% Shopping 23.4% 12.2% 15.1% 20.8% 24.2% 30.6% 16.4% Meals/Food 15.3% 19.7% 16.1% 17.7% 15.7% 12.7% 15.9% Attractions 12.7% 12.7% 15.5% 16.2% 13.3% 11.8% 15.3% In-State Travel (other than rental car) Above Average % Across Countries Average % Across Countries Below Average % Across Countries 7.6% 7.8% 11.3% 7.0% 8.2% 9.4% 3.9% Entertainment 5.5% 5.5% 4.7% 4.9% 6.4% 9.6% 5.5% Car Rental 5.3% 4.1% 5.4% 9.1% 8.1% 6.7% 10.8% Accommodations - Inn/B&B 2.8% 3.0% 2.7% 1.7% 6.0% 4.4% 3.4% Accommodations - Homeshare 2.2% 5.3% 3.6% 1.3% 3.0% 3.9% 2.5% Total 100% 100% 100% 100% 100% 100% 100% 33

34 Appendix Fiscal Year Global ROI Detail

35 Fiscal Year Global ROI Detail UK Domestic Canada Mexico Brazil China Australia Total Total Qualified HHs 13,597,856 60,601,076 9,550,880 12,425,653 15,898,080 17,414,204 1,786, ,274,172 Ad Recall 73% 70% 66% 75% 39% 77% 57% 67% Ad-Aware HHs 9,926,435 42,147,119 6,350,075 9,368,942 6,258,425 13,380,239 1,020,048 88,451,283 U.S. Visitation 34% 3,374,988 Travel Increment (Ad-Influenced Travel) 3.1% 6.5% 3.3% 2.5% 1.4% 1.5% 7.0% 4.1% Incremental Trips (Ad-Influenced Trips) 104,512 2,742, , ,351 87, ,864 71,555 3,650,668 Incremental Repeat Trips 1,922,392 Total trips 104,512 4,664, , ,351 87, ,864 71,555 5,573,060 Average California Trip Expenditures $3,837 $2,240 $2,107 $1,652 $2,362 $3,831 $2,951 $2,309 Ad-Influenced Visitor Spending $401,012,544 $10,450,772,129 $441,878,990 $387,246,905 $206,125,265 $769,567,845 $211,139,862 $12,867,743,540 Ad-Influenced Tax Revenue $25,424,195 $662,578,953 $28,015,128 $24,551,454 $13,068,342 $48,790,601 $13,386,267 $815,814,941 Media Expenditures $3,923,614 $28,303,111 $2,051,893 $1,969,320 $926,890 $5,147,198 $2,159,339 $44,481,365 ROI (Total Visitor Spending ROI) $102 $369 $215 $197 $222 $150 $98 $289 General Fund ROI (Tax ROI) $6.48 $23.41 $13.65 $12.47 $14.10 $9.48 $6.20 $