federal media and marketing study 2014

© 2014 Market Connections, Inc.

2014 Federal Media and Marketing Study Overview

JUNE 5, 2014 | 6TH ANNUAL RELEASE

1

2014 FEDERAL MEDIA & MARKETING STUDY | © MARKET CONNECTIONS, INC. | 703.378.2025

FEDERAL MEDIA & MARKETING STUDY 2014

New This Year

2

• Effects of shrinking budgets on media

• Time spent accessing media on an average workday

• Weekend morning TV news viewership

• Local TV and radio websites accessed from a mobile device

• Sporting events watched on TV and attended live

• Trips taken out of local airports

• New graph feature in media tool



Methodology

3

• Comprehensive respondent baseo 22 print publications

o Third party databases

o Websites

o Associations

• Over 150,000 unique email addresses

• Online survey fielded in February – March, 2014

• Sample size: Over 3,700

• Data weighted to ensure publications were not over- or under-represented in sample



Respondent Base

4

Air Force Times

Armed Forces Journal.com

Army Times

Aviation Week & Space Technology

C4ISR Journal & Networks

Defense News

Defense One

Defense Systems

Federal Computer Week

Federal Times

FierceGovernment

FierceGovernmentIT

FierceHealthcare

FierceHealthIT

Foreign Affairs

Government Computer News

Government Executive

HSToday

Marine Corps Times

NCMA

Navy Times

Nextgov

Market Connections Panel



Topics Covered

5

Demographics:• Agency/ Location• Age/ Education/ Gender• Rank

Job function/ purchase responsibility

Trade shows, webinars

e-Newsletters

Media usage, including:• Print• Digital: Web, Mobile & Social sites• Blogs

Washington, DC

• Print, digital, broadcast



Job Function

6

Accounting, budget and finance

Administration and office services

Aviation services/operations

Communications/telecommunications

Cloud computing

Cybersecurity

Engineering/architecture

Energy and environmental

Emergency response, safety

Executive and command

Facilities, real estate

Forestry, wildlife and environment

Health IT

Human resources, personnel, benefits

Information tech., computers, systems

Intel/ security

Law enforcement/ public safety

Legal, law, patent, copyright

Logistics

Maintenance and repair

Medical, health

Project/program management & admin.

Purchasing, contracting, procurement

Scientific, mathematics, R&D

Social sciences, welfare

Training, education



Product and Service Purchase Categories

7

Aircraft

Aviation/aerospace products & services

Big data/analytics

Building/facilities/real estate/office space

Command and control systems/C4ISR

Cloud computing services

Communications/Tele-communications

Computer systems/hardware

Consulting services

Cybersecurity

Defense comm. systems

Education/training classes

Energy conservation products/services

Engineering products/services

Environmental engineering services

Financial services

Fleet or individual auto purchases/lease

Furniture/furnishings

Ground maintenance

Health IT

Human resource services

Independent Verification & Validation

Intel/ security

IT security

IT services

Laboratory, scientific and medical products

Law enforcement/fire/emergency

Legal services

Marketing/media services

Office equipment, supplies

Ships and submarines

Simulation/training equipment/services

Software

Systems engineering

Travel services

Weapons/combat systemsRED INDICATES NEW



FEDERAL & CONGRESSIONAL MEDIA

Publications, Websites and Mobile SitesAir Force Magazine

Air Force Times

Army Magazine

Army Times

Aviation Week and Space Technology

C4ISR + Networks

Contract Management

CQ Weekly

Defense News

Defense Systems

Federal Computer Week

Federal Times

Government Computer News


Government Product News

Government Security News

The Hill

Homeland Security Today

Jane’s Defense Weekly

Marine Corps Times

Military Engineer

Military Information Technology

Military Logistics Forum

Military Training Technology

National Guard

National Journal

Naval Institute Proceedings

Navy Times

Politico

Roll Call

Seapower

Security

Security Management

Signal

The Officer

i360gov.com

ArmedForcesJournal.com

BreakingDefense.com

BreakingGov.com

Defensedaily.com

Defenseone.com

DoDBuzz.com

Fedscoop.com

FierceGovernment.com

FierceGovernmentIT.com

Federalnewsradio.com

GovHealthIT.com

Military.com

Military1.com

8

RED INDICATES NEW



BUSINESS & NEWS MEDIA

Publications, Websites & Mobile Sites

9

ABCNews.com

Accuweather.com

BloombergBusinessWeek

CBSNews.com

CNBC.com

CNN.com

Cspan.org

Foxnews.com

HLNTV.com

HuffingtonPost.com

Newsweek.com

The Atlantic

The Economist

Foreign Affairs

Foreign Policy

The New York Times

The New Yorker

The Wall Street Journal

The Week

Time

USAToday

USNews.com

WashingtonPost.com

Weather.com

RED INDICATES NEW



CIO

CNET.com

ComputerWorld

Engadget.com

IEEESpectrum

Information Week

Infoworld

Network World

Scientific American

Spacenews.com

Techcrunch.com

Techrepublic.com

Techtarget.com

Wired.com

ZDNet.com

10

TECHNOLOGY & INDUSTRY MEDIA

Publications, Websites & Mobile Sites

RED INDICATES NEW



Social Media

11

Disgover

Facebook

Flickr

Foursquare

GSAInteract

Google+

GovLoop

GovTwit

Instagram

LinkedIn

MySpace

Path

Pinterest

Scribd

StumbleUpon

Tumblr

Twitter

Wikis

YouTube

RED INDICATES NEW



WASHINGTON METRO AREA

Media Properties

12

PUBLICATIONS

Washington Post

Washington Times

Washington Examiner

Washington Post Express

Washingtonian Magazine

Washington Business Journal

TV NEWS CHANNELS

4 NBC WRC

5 FOX WTTG

7 ABC WJLA

9 CBS WUSA

News Channel 8 TBD

CNN

CNBC

Fox News

HLN Headline News

MSNBC

WETA

WEEKEND MORNING NEWS

Capital Insider

Defense News with VagoMuradian

Face the Nation

Fox News Sunday

Government Matters

Inside Washington

McLaughlin Group

Meet the Press

On the Money

State of the Union

This Week with George Stephanopoulos

Washington Business Report

Washington WeekRED INDICATES NEW




Sports

13

SPORTS ON TV

Baseball

Basketball

Football

Golf

Hockey

Olympics

Soccer

Tennis

ATTEND LIVE SPORT EVENT

Capitals

DC United

Freedom

Kastles

Mystics

Nationals

Redskins

Wizards

RED INDICATES NEW




Radio Stations & Websites

14

WAMU 88.5 FM

WETA 90.9 FM

WIAD 94.7

WPGC 95.5 FM

WHUR 96.3 FM

WASH 97.1 FM

WMZQ 98.7 FM

WNEW 99.1 FM

WIHT 99.5 FM

WBIG 100.3 FM

WWDC 101.1 FM

WTOP 103.5 FM

WJZW 105.9 FM

WJFK 106.7 FM

WRQX 107.3 FM

WMAL 630 AM

WTEM 980 AM

WFED 1500 AM

1067thefandc.com

federalnewsradio.com

mix1073fm.com

theedge1059.com

wmal.com

espn980.com

wamu.org

washfm.com

wbig.com

weta.org

whur.com

dc101.com

wmzq.com

wpgc.radio.com

wtop.com

hot995.com

wnew.com

2014 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025

2014 Study

Highlights and Trends



DEMOGRAPHICS

Agency Type & GSA Region

16

48%52%

Civilian or Independent

Defense or Military1%

4%

4%

5%

7%

8%

9%

10%

11%

16%

24%

0% 10% 20% 30%

Northeast

Northwest

Rocky Mountain

Heartland

New England

Great Lakes

Mid-Atlantic

Southwest

Pacific Rim

Southeast

National Capital

GSA RegionAgency Type



DEMOGRAPHICS

Age & Education

17

9%

16%

32%

42%

0%

10%

20%

30%

40%

50%

21 to 34 35 to 44 45 to 54 55+

2%

2%

17%

24%

9%

35%

11%

0% 20% 40%

High school graduate/GED

Vocational/Technical training

Some college

College graduate

Post graduate study

Masters Degree

Doctoral Degree

Age Education


FEDERAL MEDIA & MARKETING STUDY 2014 18

Involvement in Purchase Process

17%

17%

19%

22%

26%

36%

47%

0% 20% 40% 60%

Drafting/writing RFP

Make final decision or approve the purchase

Allocation of budget dollars

Identification of potentialcontractors/suppliers

Evaluation of proposals/bids/quotes

Determination of requirements,specifications or features

Identification of need for product/service



Top Job Functions

9%

9%

10%

11%

11%

12%

13%

13%

14%

19%

0% 5% 10% 15% 20%

Human resources, personnel, benefits

Intel/security


Purchasing, contracting, procurement

Medical, health

Accounting, budget and finance

Information technology, computers, systems

Training, education

Administration and office services

Project/program management



Top Product and Service Purchase Categories

9%

9%

9%

10%

11%

11%

11%

14%

15%

18%

0% 5% 10% 15% 20%

Building/facilities/real estate/office space

Engineering products/services

Furniture/furnishings


IT services

Consulting services

Software

Office equipment and supplies

Education/training classes and services

Computer systems/hardware



Top Shrinking Budget Effects

33%

32%

28%

57%

54%

59%

68%

24%

26%

31%

33%

45%

58%

69%

0% 20% 40% 60% 80%

Stream more audio and video content online

Seek more free information provided by vendors

Attend fewer trade shows

Participate in more webinars

Increase use of teleconferencing with colleagues

Attend fewer industry conferences and seminars

Less out of town travel

Defense or military agency Federal civilian or independent agency



Reading Preferences

22

WORK-RELATED NEWS AND INFORMATION

21%

40% 39%

19%

41% 40%

0%

10%

20%

30%

40%

50%

Print only Prefer electronic only:enewsletters and/or

websites

No preference: wantelectronic and print

2013 2014



Top Federal & Congressional Publications Read

14%

15%

17%

17%

18%

19%

23%

34%

42%

43%

0% 10% 20% 30% 40% 50%

The Hill

Navy Times

Air Force Times

Federal Computer Week (FCW)

Government Computer News (GCN)

Politico

Army Times

Defense News

Federal Times




Top Business & News Publications Read

13%

14%

18%

19%

21%

27%

31%

34%

39%

49%

0% 10% 20% 30% 40% 50% 60%

Foreign Policy

The Atlantic

The New Yorker

Foreign Affairs

Bloomberg BusinessWeek

The Economist

Time

New York Times

The Wall Street Journal

USA Today



Top Websites Visited

2012 2013 2014

Weather.com 41% 56% 55%

CNN.com 45% 51% 54%

Foxnews.com 41% 42% 44%

WashingtonPost.com 37% 30% 31%

GovExec.com 33% 25% 30%

AccuWeather.com 17% 26% 29%

ABCNews.com New in 2013 26% 27%

HuffingtonPost.com New in 2013 24% 27%

USAToday.com 31% 32% 27%

NBCNews.com New in 2013 18% 26%



Top Websites Visited: Civilian vs. Defense

28%

28%

29%

30%

31%

35%

36%

39%

55%

56%

0% 20% 40% 60%

USAToday.com

NBCNews.com

AccuWeather.com

HuffingtonPost.com

ABCNews.com

Foxnews.com

WashingtonPost.com

GovExec.com

Weather.com

CNN.com

24%

24%

24%

24%

26%

27%

29%

52%

52%

56%

0% 20% 40% 60%

Military.com

HuffingtonPost.com

DefenseNews.com

NBCNews.com

USAToday.com

WashingtonPost.com

AccuWeather.com

Foxnews.com

CNN.com

Weather.com

Federal Civilian or Independent Agency Defense or Military Agency



Mobile Device Usage

27

80%

73%

63%

0% 20% 40% 60% 80% 100%

2014

2013

2012



Overall Mobile Device Usage – 2014

28

News Websites

Social Media

WatchVideo

Work Email

iPhone 26% 23% 16% 13%

Android phone 20% 17% 14% 7%

Blackberry 4% 3% 1% 17%

Windows phone 1% 1% 1% 1%

iPad 24% 22% 21% 11%

Android Tablet 7% 7% 7% 2%

Windows Tablet 2% 3% 2% 1%

SIGNIFICANT DIFFERENCES



Top Mobile Sites Visited by Location

11%

11%

11%

12%

13%

17%

17%

28%

31%

35%

0% 25% 50%

Huffingtonpost.com


USAToday.com

Economist.com

Foxnews.com

WTOP.com

AccuWeather.com

CNN.com

WashingtonPost.com

Weather.com

7%

7%

7%

8%

8%

9%

18%

19%

23%

30%

0% 25% 50%

ABCNews.com


GovExec.com

WashingtonPost.com

USAToday.com

Huffingtonpost.com

AccuWeather.com

Foxnews.com

CNN.com

Weather.com

DC Metro Area - % Mobile Users Outside DC Metro Area - % Mobile Users



TREND 2010-2014

Social Media Access at Work

30

20%

46% 44% 49% 49%

55%

44% 44% 41% 39%

25%10% 12% 11% 12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013 2014

Don't Know

No

Yes



TREND 2010-2014

TOP ONLINE SOCIAL SITES

31

2010 2011 2012 2013 2014

Facebook 35% 54% 58% 57% 57%

YouTube 30% 34% 46% 46% 47%

LinkedIn 10% 18% 35% 36% 41%

Google+ NEW IN 2013 33% 33%

Twitter 8% 9% 11% 16% 18%

Wikis 8% 10% 13% 9% 11%

Pinterest NEW IN 2013 9% 11%

Instagram NEW IN 2013 5% 9%

GovLoop 4% 5% 4% 6% 8%

Flickr 5% 5% 6% 6% 7%

SIGNIFICANT DIFFERENCES



E-Newsletters

32

6%

3%

7%

22%

25%

0% 10% 20% 30%

Other

Manufacturer

Government contractor

Magazine

Professionalorganization/association

Source

Most Popular Topics

Defense 22%

IT 16%

Training 11%

Scientific 11%

Cybersecurity 10%



TREND 2011-2014

Blogs

33

11%

28%

13%

37%

17%

37%

19%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Write blogs Read blogs

2011 2012 2013 2014



TREND 2011-2014

Event Attendance in Past 12 Months

34

38%

52%

10%

40%

49%

11%

52%

41%

8%

58%

36%

6%

0%

10%

20%

30%

40%

50%

60%

70%

Attended None Attended 1-3 Attended 4+

2011 2012 2013 2014

Trade Shows, Conferences, Industry Events



Event Attendance: Civilian vs. Defense

35

54%

38%

8%

61%

35%

5%

0%

10%

20%

30%

40%

50%

60%

70%

Attended None Attended 1-3 Attended 4+

Federal civilian or independent agency Defense or military agency

Trade Shows, Conferences, Industry Events



48%

37%

14%

34%

40%

26%

38%

32% 30%34% 33% 33%

0%

10%

20%

30%

40%

50%

60%

Participated in None Participated in1-3

Participated in 4+

2011 2012 2013 2014

TREND 2011-2014

Webinar Participation in Past 12 Months



DC Metro Area: TV News

28%

31%

31%

43%

48%

0% 20% 40% 60%

5 FOX WTTG

Fox News

7 ABC WJLA

4 NBC WRC

CNN

TV News Channels

13%

13%

18%

21%

28%

0% 20% 40% 60%

McLaughlin Group

This Week with GeorgeStephanopoulos

Fox News Sunday

Face the Nation

Meet the Press

Weekend Morning News



DC Metro Area: Radio

10%

10%

11%

11%

14%

15%

18%

22%

32%

44%

0% 20% 40% 60%

WWDC 101.1 FM Rock

WNEW 99.1 All News

WMAL AM 630/ 105.9 FMTalk

WMZQ 98.7 FM Country

WASH 97.1 FM AdultContemporary

WFED 1500 AM Fed NewsRadio

WBIG 100.3 Classic Rock

WETA 90.9 FM Classical

WAMU 88.5 FM PublicRadio

WTOP 103.5 103.9 107.7FM All News

2%

2%

2%

3%

3%

3%

4%

6%

8%

28%

42%

0% 20% 40% 60%

smoothjazz1059.com

hot995.com

whur.com

washfm.com

dc101.com

espn980.com

wmal.com

weta.org

wamu.org

federalnewsradio.com

wtop.com

Radio Stations Radio Websites



DC Metro Area: Sports

11%

12%

17%

18%

27%

30%

37%

58%

0% 20% 40% 60%

Soccer

Tennis

Golf

Hockey

Basketball

Baseball

Olympics

Football

1%

1%

1%

4%

9%

10%

13%

31%

0% 20% 40% 60%

Freedom

Kastles

Mystics

DC United

Capitals

Wizards

Redskins

Nationals

Watch on TV Attended Live



DC Metro Area: Airport Trips

40

52%60% 60%

37%36% 30%

10% 5% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

WashingtonNational

Dulles BWI

5 or more

1-4

Zero



Online Data Tool

41

A dynamic web-based reporting tool allows you to cross-tabulate Federal Media & Marketing Study survey results to create your own customized data views, such as job title and product purchases; or job title and web site visits or publication readership. The study combines demographic, job function and purchasing data with actual media usage.

HOW CAN THIS STUDY HELP WITH YOUR STRATEGIC MARKETING AND COMMUNICATIONS?

• Build the foundation before the plan

• Customize reports to define:

o Where to reach your target audience

o Which media to select

o How to weight your media options

• Combine with your own proprietary data

PURCHASE THE ONLINE DATA TOOL & FULL STUDY

MarketConnectionsInc.com/MediaStudy

http://www.marketconnectionsinc.com/mediastudy





Cathy Cromley, Director of Business Development | Market Connections, Inc.

14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703-517-4419

[email protected]

Sara Leiman, VP Media Director | TMP Government

1600 Tysons Boulevard, Suite 1200 | McLean, Virginia, 22102 | 703.269.0064

[email protected]

mailto:[email protected]

mailto:[email protected]

federal media and marketing study 2014

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