KidCARE Medical Television Network, Inc.

Transcription

1 To: NAME AGENCY 2011 Arbitron Research Advertising Recall Results From: CARE Media Holdings Corp. Date: KidCARE Medical Television Network, Inc. 12_0119 A K ABAR11

2 Topic of Discussion KidCARE TV 2011 October Arbitron Advertising Effectiveness Study Study Overview Ad Recall and Impact After the doctor s office Summary K ABAR11 12_0119 A

3 Preliminary Study Overview KidCARE TV

4 Audience Profile The dominant profile for KidCARE TV visitors is female aged 25 to % 15% 14% 9% 26% 28% Male Female 9% 5% % % gender age h ousehold inco ome* 17% 34% Less than $25,000 $25,000 to less than $50,000 $50,000 to less than $75,000 $75,000 to less than $100,000 $100,000 or more *based on the 91% of respondents who provided an income level.

5 Household Dependents 40% 30% 20% 10% 0% Number of Children in Household 33% 36% 25% % of KidCARE TV visitors have a child under the age of 18 living in their household. 1 in 2 KidCARE TV visitors have a pet in their household. 80% 60% 40% 20% 0% Ages of Children in Household 60% 61% 35% 36% 40% 30% 20% 10% 0% Type of Pet in Household 19% 37% under 2 2 to 5 6 to to 17 Cat Dog

6 KidCARE TV Viewership QUICK FACTS average # of office visits in the past month: office visitors who noticed the KidCARE TV screen: 85% KidCARE TV viewers who plan to watch again: 80% Compared to TV commercials viewed at home, 6 in 10 find KidCARE TV ads more believable. 33% 1% 5% More believable Equally Believable 60% Less Believable not sure 21% of KidCARE TV viewers were prompted or reminded to ask the doctor a question after watching the programming.

7 Advertising Engagement Many viewers are interested in receiving the following KidCARE TV messages on their mobile device. Voucher for a free sample 54% Website address 30% Coupon 43% % interested On a scale of 1 to 5 with 1 being not very interested and 5 being very interested. How interested would you be in receiving the following on your cell phone after viewing a relevant healthcare message on a television in your doctor's office? answer: 4 or 5 out of 5 Base: KidCARE TV viewers

8 K ABAR11 12_0119 A After the doctor s visit KidCARE TV

9 Transactional Patients After Exposure to KidCARE TV 61% of visitors go shopping on the same day of their doctor s appointment and an additional 22% shop within the next 1 2 days. 60% 50% 40% 30% 20% 10% 0% 53% Grocery Store 27% Drug Store/Pharmacy Next tshopping Trip Ti 2% 3% 4% Convenience Store Mall Big Box Club Store Where will your next shopping trip be? When will that next shopping trip occur? Base: all KidCARE TV visitors.

10 Description of Methodology: The study was designed to measure ad awareness and provide audience estimates for the KidCARE TV network. Arbitron administered surveys to respondents age 18 and over at 22 medical offices across the national KidCARE TV network. The medical offices were randomly selected using a stratified sampling design. Interviews and audience counts were conducted d outside of the waiting rooms as patients exited the offices and were scheduled over 3 4 randomly selected days during the week of Monday Oct. 10 Saturday Oct. 15. A two dollar incentive was given to each randomlyselected respondent who successfully completed a three page verbally administered questionnaire. A total of 289 surveys were completed. Network Audience Estimates The KidCARE TV network audience estimates were modeled based on the statistical relationship between tally counts and reported weekly office visits observed by Arbitron during their 2010 field research. The 2011 audience estimates were calculated by applying the established ratio to the weekly patient counts for the over 3,000 KidCARE TV offices in the network during The demographic distribution of the audience is based on the in office surveys as outlined above. _0119 A K ABAR11 12_

11 For more information about KidCARE TV, please contact: Christen Robertson CAREMedia Holdings Corp _0119 A K ABAR11 12_