loc al watch - nielsen · while viewing is increasingly fragmented, live tv still makes up the bulk...

1LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company

L O C A L WATC HWHERE YOU LIVE AND ITS IMPACT ON YOUR CHOICESOctOber 2015 release

2 LOCAL WATCH REPORT

TIME OF THE SEASONEngaging and activating thE holiday ShoppEr through tElEviSionThe local TV landscape is evolving as more entertainment options creep

into the living room. More than half of all households have a tablet and

more than three-quarters have a smartphone. You will find subscription

video-on-demand services in more than half of all homes in coastal

markets such as Portland, Seattle, Los Angeles, San Francisco and

Washington, D.C. Smart TV penetration is crossing the 20% mark in

many of these same cities.

But when it comes to time spent, live TV continues to reign supreme.

Major markets such as Baltimore, Pittsburgh and Philadelphia are

clocking more than four-and-a-half hours of live TV viewing per person

per day. Even tech-centric markets such as Seattle, Portland and LA

notch up more than three hours of live TV viewing per person per day.

Despite differences among these markets, the Television continues to

play a major role in the lives of the American consumer. This medium

is especially critical during the holiday season— a fertile time for

advertisers to reach consumers. We expect to see more than $500

million of TV advertising during November in popular gift categories

such as toys, electronics and jewelry.

In this special holiday edition of the Local Watch Report, we look at a

unique segment of consumers called “Gift Splurgers”: purchasers who

shower their loved ones with gifts and spend their money rather than

save it, much to the delight of retailers. Marketers will find a much

easier time getting this group to shop early and shop often this holiday

season.

These Gift Splurgers are typically willing to pay more for high-quality

items and can be influenced by celebrity endorsements. In fact, over

a quarter (26%) of all U.S. adults fall into the Gift Splurger category.

Our report also notes that this group tends to be multicultural (Black,

Hispanic or Asian/Other) and, not surprisingly, also have kids in the

home. Perhaps most importantly, we found that marketers can reach

85% of the Gift Splurgers through broadcast television and 64% of this

group can be reached simply by advertising on the local news!


Source: NLTV MAY 2015, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc.)

avEragE timE SpEnt pEr day (hh:mm)

WHIle VIeWING Is INcreasINGlY FraGMeNteD, lIVe tV stIll MaKes UP tHe bUlK OF HOW We WatcH

LIVE TV WATCHING TIME-SHIFTED TV USING A MULTIMEDIA DEVICE

5:04

4:52

4:49

4:50

4:59

4:46

4:44

4:32

4:26

4:42

4:31

4:22

4:30

4:26

4:02

4:14

4:06

3:56

3:51

4:00

3:51

3:45

3:40

3:29

3:33

0:52

0:48

0:48

0:48

0:31

0:39

0:39

0:43

0:46

0:32

0:39

0:48

0:41

0:48

0:47

0:36

0:39

0:43

0:40

0:29

0:34

0:37

0:34

0:42

0:37

0:06

0:12

0:11

0:07

0:13

0:09

0:09

0:13

0:12

0:09

0:13

0:13

0:11

0:08

0:16

0:12

0:08

0:13

0:11

0:10

0:12

0:09

0:14

0:15

0:13

CLEVELAND

ATLANTA

DETROIT

ST. LOUIS

BALTIMORE

TAMPA

PITTSBURGH

ORLANDO

DALLAS

PHILADELPHIA

HOUSTON

PHOENIX

CHARLOTTE

CHICAGO

SACRAMENTO

NEW YORK

BOSTON

DENVER

LOS ANGELES

MIAMI

WASHINGTON DC

SEATTLE

MINNEAPOLIS

SAN FRANCISCO

PORTLAND


3:04 3:14 3:50

3:31 3:36 3:08

3:46 3:48 3:14

2:55 0:25 0:24

0:30 0:20 0:33

0:17 0:25 0:24

0:33 0:30

0:07 0:08 0:02

0:05 0:07 0:11

0:08 0:14 0:12 0:11


CHICAGO

DALLAS

DENVER

HOUSTON

LOS ANGELES

MIAMI

NEW YORK

PHOENIX

SACRAMENTO

SAN FRANCISCO

avEragE timE SpEnt viEwing pEr day by hiSpanicS in top lpm marKEtS

avEragE timE SpEnt viEwing pEr day by aFrican-amEricanS in top lpm marKEtS

Source: NLTV MAY 2015, Black, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc.)

Source: NLTV MAY 2015, Hispanic, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc.)

HIsPaNIc HOUseHOlDs WatcH less tIMe-sHIFteD tV tHaN OtHer GrOUPs

UsaGe OF lIVe tV reMaINs tHe HIGHest aMONG aFrIcaN-aMerIcaNs

5:28 5:52 6:00

5:31 5:41

4:42 4:43

5:52

6:53

4:55

0:47 0:41 0:51 0:46 0:43

0:44 0:25

0:40

0:46

0:38

0:07 0:07 0:10 0:05 0:04

0:05 0:08

0:10

0:11

0:05

ATLANTA

CHICAGO

DALLAS

DETROIT

HOUSTON

LOS ANGELES MIAMI

NEW YORK

PHILADELPHIA

WASHINGTON, DC



StrEaming contEnt via your tElEviSion

Source: NPOWER Nielsen Custom Data, SmartTV Capable and Enabled (custom list) HHs based on Avg Scaled installed counts, SEPT 15, 2015

as sMart tV PeNetratION INcreases, MOre aND MOre HOUseHOlDs HaVeaccess tO streaMING cONteNt DIrectlY tHrOUGH tHeIr tV set

SMART TV OWNERSHIP YOY DIFFERENCE IN PERCENTAGE POINTS

19%

OF ALL HOUSEHOLDSHAVE A SMART TV

23%

23%

22%

22%

22%

22%

22%

22%

21%

20%

19%

19%

19%

19%

18%

18%

18%

17%

17%

17%

17%

16%

16%

15%

13%

WASHINGTON, DC

HOUSTON

NEW YORK

DALLAS

ORLANDO

SEATTLE

LOS ANGELES

SAN FRANCISCO

SACRAMENTO

MINNEAPOLIS

DENVER

CHICAGO

ATLANTA

MIAMI

PHOENIX

BOSTON

PORTLAND

DETROIT

CLEVELAND

ST. LOUIS

BALTIMORE

PHILADELPHIA

TAMPA

CHARLOTTE

PITTSBURGH

26%

24%

24%

23%

23%

23%

23%

22%

22%

21%

21%

21%

21%

21%

21%

21%

20%

20%

19%

19%

18%

18%

17%

17%

16%

11%

9%

7%

6%

9%

8%

7%

4%

4%

8%

8%

7%

7%

8%

6%

5%

7%

8%

10%

7%

5%

6%

4%

5%

8%


SmartphonE pEnEtration at 79%

Source: Mobile Insights, P13+, MAY 2015 vs MAY 2014 (Quarterly release schedule)

sMartPHONe PeNetratION Has INcreaseD 7 PerceNtaGe POINts sINce MaY 2014

88% Dallas

87% POrtlaND

87% DeNVer

85% PHOeNIX

84% OrlaNDO

84% atlaNta

84% sacraMeNtO

83% WasHINGtON, Dc

83% MIaMI

83% seattle

83% DetrOIt

83% cHIcaGO

83% baltIMOre

83% cHarlOtte

82% HOUstON

82% lOs aNGeles

82% saN FraNcIscO

82% st. lOUIs

81% taMPa

81% bOstON

80% PHIlaDelPHIa

80% MINNeaPOlIs

79% PIttsbUrGH

77% NeW YOrK

70% cleVelaND

+18% PIttsbUrGH+15% DetrOIt+14% POrtlaND+14% seattle+11% cHarlOtte+10% bOstON+10% Dallas+10% cleVelaND+9% st. lOUIs+9% cHIcaGO

top 10 marKEtS with thE largESt gainS SincE

may 2014


SmartphonE pEnEtration highEr among hiSpanicS and aFrican-amEricanS

Source: Mobile Insights, Hispanic/Black P13+, MAY 2015 (Quarterly release schedule)

baseD ON tOP 10 HIsPaNIc aND aFrIcaN-aMerIcaN lPM MarKets

92% PHOENIX90% SACRAMENTO89% DENVER85% CHICAGO84% HOUSTON82% DALLAS81% LOS ANGELES80% MIAMI78% NEW YORK77% SAN FRANCISCO

tOtal Us sMartPHONe PeNetratION 79%

95% DALLAS94% LOS ANGELES93% MIAMI89% DETROIT89% ATLANTA86% PHILADELPHIA82% WASHINGTON, DC82% HOUSTON79% NEW YORK71% CHICAGO

hiSpanicaFrican-

amErican

83% TOTAL HISPANIC (US) 86% TOTAL AFRICAN-AMERICAN (US)


tablEt pEnEtration at 55%

Source: Nielsen NPOWER, SEPT 15, 2015 (vs. SEPT 15, 2014), Scaled Installed Counts, HHs with At Least One Tablet

tablet PeNetratION Has INcreaseD 9 PerceNtaGe POINts sINce sePteMber 2014

67% atlaNta

66% WasHINGtON, Dc

63% NeW YOrK

63% bOstON

62% saN FraNcIscO

62% baltIMOre

62% lOs aNGeles

61% seattle

59% HOUstON

58% OrlaNDO

58% taMPa

58% PHOeNIX

57% PHIlaDelPHIa

57% sacraMeNtO

57% POrtlaND

57% MIaMI

56% DeNVer

56% MINNeaPOlIs

56% cHIcaGO

55% st. lOUIs

55% DetrOIt

55% Dallas

55% cHarlOtte

51% cleVelaND

46% PIttsbUrGH

+17% st. lOUIs+12% atlaNta+12% seattle+12% MIaMI+12% taMPa+11% PHIlaDelPHIa+11% HOUstON+11% NeW YOrK+11% lOs aNGeles+10% sacraMeNtO


SEptEmbEr 2014


+12% WasHINGtON, Dc+10% PIttsbUrGH+9% DetrOIt+8% bOstON+8% taMPa+7% HOUstON+7% cHIcaGO+6% OrlaNDO+6% MIaMI+6% MINNeaPOlIs


may 2014

Source: Mobile Insights, Video penetration among smartphone owners, P13+, MAY 2015, monthly reach percentage (Quarterly release schedule)

mobilE vidEo growS with incrEaSES in SmartphonE pEnEtration

9

PERCENT WHO WATCHED MOBILE VIDEO IN THE PAST MONTH

40

37

37

37

37

36

36

36

36

35

35

34

34

34

33

33

33

32

32

32

32

32

31

31

27

MIAMI

WASHINGTON, DC

BOSTON

HOUSTON

SAN FRANCISCO

PITTSBURGH

ATLANTA

PHOENIX

DALLAS

ORLANDO

CHICAGO

SEATTLE

DETROIT

PHILADELPHIA

LOS ANGELES

CHARLOTTE

NEW YORK

BALTIMORE

TAMPA

PORTLAND

MINNEAPOLIS

SACRAMENTO

DENVER

ST. LOUIS

CLEVELAND


Source: NPOWER, SEPT 15, 2015 Installed Count of Homes with access to a subscription VOD service (Excl. BBO Homes)

SubScription vod pEnEtration at 47%

HOUseHOlDs WItH access tO NetFlIX, aMaZON PrIMe Or HUlU PlUs

56% WasHINGtON, Dc

56% seattle

55% POrtlaND

55% saN FraNcIscO

54% lOs aNGeles

53% bOstON

52% NeW YOrK

52% baltIMOre

51% DeNVer

51% Dallas

50% PHOeNIX

50% atlaNta

48% cHIcaGO

48% PHIlaDelPHIa

48% cHarlOtte

48% sacraMeNtO

48% MINNeaPOlIs

46% OrlaNDO

45% HOUstON

44% st. lOUIs

44% MIaMI

42% DetrOIt

41% cleVelaND

41% taMPa

39% PIttsbUrGH

top 10 marKEtS with largESt gainS SincE

SEptEmbEr 2014

+10% PHIlaDelPHIa+9% cHarlOtte+9% atlaNta+9% Dallas+9% POrtlaND+8% seattle+7% lOs aNGeles+7% MIaMI+7% PIttsbUrGH+7% baltIMOre


Source: NPOWER, SEPT 15, 2015 Installed Count of Homes with access to a subscription VOD service (Excl. BBO Homes)

51% PORTLAND50% LOS ANGELES49% WASHINGTON, DC49% SEATTLE48% NEW YORK48% SAN FRANCISCO48% BOSTON46% PHOENIX46% DENVER45% ATLANTA

31% SEATTLE30% WASHINGTON, DC27% BALTIMORE26% PORTLAND25% BOSTON25% SAN FRANCISCO21% DENVER21% NEW YORK21% ALANTA21% PHOENIX

12% PHOENIX11% WASHINGTON, DC10% LOS ANGELES10% ATLANTA10% PORTLAND10% CHARLOTTE10% SEATTLE9% DENVER9% NEW YORK9% BALTIMORE

nEtFliX amaZon hulu

42% NETFLIX TOTAL US 18% AMAZON TOTAL US 9% HULU PLUS TOTAL US

SUBSCRIPTION VOD CAN VARY BY MARKETpErcEntagE oF houSEholdS with accESS to nEtFliX, amaZon primE or hulu pluS


GROWING IMPACT OF TIME-SHIFTING AND VOD ON PRIMETIME

Source: Nielsen NPOWER, May 2015, Based on the ratings for prime telecasts with recently telecast VOD contribution among externally reportable networks, includes only programming encoded for measurement, Live+7, P18+ in LPM markets

LIVE VIEWING TIME-SHIFTED VIEWING WITHIN 7 DAYS RECENTLY TELECAST VIDEO ON DEMAND (VOD)

57%

61%

49%

57%

53%

55%

51%

50%

51%

57%

59%

64%

55%

31%

29%

45%

35%

38%

35%

43%

41%

40%

36%

30%

21%

36%

12%

10%

6%

8%

9%

10%

6%

9%

8%

7%

11%

15%

9%

MINNEAPOLIS

MIAMI

LOS ANGELES

HOUSTON

DETROIT

DENVER

DALLAS

CLEVELAND

CHICAGO

CHARLOTTE

BOSTON

BALTIMORE

ATLANTA

56%

58%

57%

56%

53%

48%

48%

51%

65%

61%

65%

55%

62%

35%

30%

34%

38%

33%

42%

44%

37%

26%

32%

24%

38%

31%

9%

11%

9%

6%

14%

10%

8%

11%

8%

7%

11%

8%

8%

25 MARKET AVG

WASHINGTON, DC

TAMPA

ST LOUIS

SEATTLE

SAN FRANCISCO

SACRAMENTO

PORTLAND

PITTSBURGH

PHOENIX

PHILADELPHIA

ORLANDO

NEW YORK

SharE oF viEwing contribution to total primEtimE ratingS


HOLIDAY COUNTDOWN

STARTS NOW


COOKWARE ELECTRONICS

TOYS

JEWELRY

VIDEO GAMES

DECEMBER NOVEMBER OCTOBERSEPTEMBER AUGUST

$36

$63 $85

$36 $19 $7 $7 $9

$98

$3 $36

$26

$53 $64

$22 $31

$60

$132

$44

$65

$130

$177

$239

$146

$3 $19

ExPECT AD SPEND OF POPULAR GIFT CATEGORIES TO INCREASE THROUGH NOVEMBER

Source: Nielsen Ad Intel / Total Spot TV ad spend in Millions by month in 2014

ad SpEnd in millionS lEading up to holiday 2014


IDENTIFY THE “GIFT SPLURGERS” IN YOUR MARKET

62 million or 26% of all Us adults are “Gift Splurgers”

What is a “Gift Splurger”?

Someone who says they like to shower their loved ones with gifts and considers himself or herself more of a spender rather than a saver

Q:

A:

Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)


GIFT SPLURGERS

ShoWER my LovEd onES WITh GIFTS

moRE oF a SPEndER Than a SavER


WHAT KIND OF PEOPLE ARE THE GIFT SPLURGERS?during thE holidayS, you want your namE on thE Shopping liSt oF thESE SupEr-ShoppErS



whErE will you Find thE giFt SplurgErS?

MIaMI aND taMPa are WHere YOU’ll FIND tHe MOst GeNerOUs HOlIDaY sPeNDers

26%NATIONALAVERAGE

"%#$

MIAMI

TAMPA

BALTIMORE

HOUSTON

ATLANTA

WASHINGTON, DC

CHARLOTTE

CHICAGO

ORLANDO

DALLAS

LOS ANGELES

SACRAMENTO

BOSTON

PHOENIX

CLEVELAND

PHILADELPHIA

DETROIT

PITTSBURGH

PORTLAND

NEW YORK

SAN FRANCISCO

ST. LOUIS

MINNEAPOLIS

SEATTLE

DENVER

31%

29%

28%

28%

28%

27%

27%

27%

27%

27%

26%

26%

26%

26%

26%

25%

25%

25%

25%

25%

24%

24%

24%

24%

22%



WHAT KIND OF PEOPLE ARE THE GIFT SPLURGERS?thEy tEnd to SKEw youngEr and FEmalE

35% 37%

19%

9%

MILLENNIALS( 18 - 34 )

GENERATION X ( 35 - 54 )

BABY BOOMERS ( 55 - 69 )

SILENT(70 OR OLDER)

117 106

83

74

45% 55%

93 107

Denver ranks number one out of the top 25 Dmas for millennial Gift splurGers, with 40% of its most Generous Gift Givers fallinG into this Group

INDEX TO ALL ADULTS 18+


GIFT SPLURGERS ARE MULTICULTURAL AND HAVE KIDShighEr indicES For blacK and hiSpanic groupS and homES with at lEaSt onE child

13%

17%

6%64%

BLACK HISPANIC

ASIAN-OTHER WHITE NON-HISPANIC

114

111

101

95

RACE/ ETHNICITY

# oF KidS total uS giFt SplurgErS indEX

nonE 62.4% 58.2% 93

onE 15.5% 17.3% 112

TWo 13.3% 14.8% 112

ThREE 5.9% 6.3% 108

FoUR 1.9% 2.1% 109

FIvE+ 1.1% 1.3% 118


INDEX TO ALL ADULTS 18+

ASIAN-OTHER

WHITE NON-HISPANIC

BLACK HISPANIC

MiaMi is the top lpm market for hispanic Gift splurGers, with hispanics makinG up over half (51%) of this coveteD Gift-GivinG Group


GIFT SPLURGERS FOUND IN ALL INCOME LEVELSbrEad-winning homES arEn’t thE only placE whErE you will Find thE giFt SplurgErS


LESS Than $35k hhI

$35-$75k hhI26%

aRE GIFT SPLURGERS

(22.6 mIL)

27% aRE

GIFT SPLURGERS(19.5 mIL)

$75k oR moRE hhI25%

aRE GIFT SPLURGERS

(20.1 mIL)

Gift splurGers in Washington, DC are number 1 out of the top 25 lpm markets to have a householD income of $75k+, with 51% fallinG into this income level


INSIDE THE MIND OF A GIFT SPLURGERcluES on how to marKEt to thiS group oF SupEr-SpEndErS

PER

cEn

T W

ho

aG

REE

So

mEW

haT

o

R c

om

PLET

ELy

“i am typically willing to pay morE For high-Quality itEmS”

ind

EX 11

3

68%

“i tEnd to maKE impulSE purchaSES”

ind

EX 15

5

59%

“childrEn havE thE right to bE SpoilEd”

ind

EX 12

9

52%

“a cElEbrity EndorSEmEnt may inFluEncE mE to conSidEr or buy a product”

ind

EX 16

735%

“i liKE to connEct with brandS through Social-nEtworKing SitES”

ind

EX 16

6

32%




GIFT SPLURGERS SPEND FIVE HOURS A DAY WITH TVthE bESt way to rEach giFt SplurgErS iS on broadcaSt tv

brOaDcast tV

cable tV

raDIO

155 min pEr day

145 min pEr day

98 min pEr day

85%

64%

WATCHED BROADCAST TVIN THE PAST WEEK

TYPICALLY WATCHED LOCAL NEWS IN THE PAST WEEK

orlanDo ranks first out of the 25 lpm markets where Gift splurGers typically watcheD local news in the past week, makinG up nearly three-quarters of all splurGers in the market (72%)


aboUT nIELSEn Nielsen Holdings plc (NYSE: NLSN) is a global performance

management company that provides a comprehensive understanding

of what consumers watch and buy. Nielsen’s Watch segment provides

media and advertising clients with Total Audience measurement

services for all devices on which content — video, audio and text

— is consumed. The Buy segment offers consumer packaged goods

manufacturers and retailers the industry’s only global view of retail

performance measurement. By integrating information from its Watch

and Buy segments and other data sources, Nielsen also provides its

clients with analytics that help improve performance. Nielsen, an S&P

500 company, has operations in over 100 countries, covering more than

90 percent of the world’s population.

For more information, visit www.nielsen.com.

Copyright © 2015 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies.15/9086

loc al watch - nielsen · while viewing is increasingly fragmented, live tv still makes up the bulk...

Documents