2. Winter Holidays and Back to School 88 Percent of Holiday Spending
Source: NRF Monthly Consumer Survey, Holiday Spending Totals in Billions, (As of May 2017)

3. Stores
For winter Holidays almost a dead heat between Department, Discount Stores and Online
Other holidays, brick and mortar stores play greater role than online

4. Where Are Shoppers Shopping For The Holidays
Source: NRF Monthly Consumer Survey A18+, , “Where Do You Plan To Purchase __*holiday*__ Items This Year? ”, Consumers can shop at multiple places (Updated as of May 2017)

5. Where Are Shoppers Shopping For The Holidays By Rank
Winter Holidays
BTS
Mothers Day
Valentines Day
Catalog 13 9 7 10
Clothing or Accessories store 5 3
Department store 1 2
Discount store
Electronics store 6
Jewelry Store 4
Local/Small business
Online
Other 14 8
Other Specialty store
Specialty store, such as a clothing, toy or electronics store 15
Thrift Stores/Resale Shops 12
Source: NRF Monthly Consumer Survey A18+, (As of May 2017)

6. Reach Department Store Shoppers with Broadcast TV
Top 10 Programs by Index
135
132
130
124
124
123
123
122
122
121
Source: GFK MRI Fall 2016 , Base: Adults Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne.

7. Broadcast Delivers Discount Store Shoppers
Top 10 Programs by Index
166
152
152
151
150
148
147
144
144
142
Source: GfK MRI Fall 2016, Base: Adults Bought Any Item at a Discount Store.

8. Cover Each Company’s Strong Markets with Local Broadcast
Walmart
The Redder the better- High BDI
Source: GfK MRI 2016 Market-by-Market weighted by A25-54; Shopped at Target/Walmart in the last 30 days

9. TV Ads Motivate Opinion Leaders
Which of the following did you do after seeing/hearing the ads for the category on television?
Went online to learn more about what was advertised
Visited a store/office/facility/branch
Remembered you had seen the brand advertised before (i.e., the newspaper, radio or the internet)
Went to the website or app advertised to learn more about what was advertised
Talked with others about the advertisement
Friended, liked or followed what was advertised on social media (such as Facebook, Twitter)
Source: GfK TVB Purchase Funnel – Winter 2017 A18+

10. TV Motivates Key Demos
Which of the following did you do after seeing/hearing the ads for the category on television?
Source: GfK TVB Purchase Funnel – Winter 2017

11. “Have TV ads influenced your search selections?”
Source: GfK TVB Purchase Funnel – Winter 2017 “When doing an online search, how often, if at all, have TV ads you have seen influenced you in some ways in your search?” (Yes = combination of Every time, Most of the time & Sometimes)

12. Local TV Is Digital

13. “When Visiting a Television Station’s Website or App, do you View the Ads?”
Source: GfK TVB Purchase Funnel – Winter 2017 “How often do you look at the video ads on that local television station’s website or app?”
(Yes = combination of Every time, Most of the time & Sometimes)

14. “Have you ever commented, posted, liked or shared info or articles from a local TV station’s website or app?”
Source: GfK TVB Purchase Funnel – Winter 2017

15. Broadcast TV Lines Up Online Shoppers
Top 10 Programs by Index
161
148
145
145
144
142
137
137
134
129
Source: GFK MRI Fall 2016 , Base: Index Internet Shopping: Spent $500+

16. What Are Shoppers Buying and Gifting?
Clothing
Gift Cards
Electronics
Jewelry
Dining Out

17. Winter Holidays: Gift Cards and Clothing Tops
Source: NRF Holiday Forecast Survey Nov 2016

18. Planned Back to School By Category
Average Amount
Clothing and Accessories (excluding Shoes)
$235.39
Electronics or Computer-Related Equipment
$204.06
Shoes
$126.35
School Supplies such as notebooks, folders, pencils, backpacks, and lunchboxes.
$107.76
Source NRF Consumer Survey July 2016

19. Women Clothing Expenditures Index vs. Total U.S.
120
130
134
Total: $1,000-$1,999
142
153
151
Total: $2,000+
183
169
170
Total: $3,000+
234
212
185
Source: GfK MRI Fall 2016, Index Values: Amount Spent in the last 12 months on Clothing by Age vs. Total US

20. Broadcast TV Reaches Women Clothing Shoppers
Top 10 Programs by Index
143
142
140
131
129
128
127
124
120
117
Source: 2016 Doublebase Gfk MRI , Base: Women Index Clothing Expenditures – Amount Spent in Total $500+

21. Broadcast TV: The Gift that Keeps on Giving
Top 10 Programs by Index
211
194
194
180
174
168
166
162
156
150
Source: GFK MRI Fall 2016 , Base: Adults Index Gift cards & prepaid card – Amount Spent in Total $25+

22. Broadcast Reaches Electronic Store Shoppers
Top 10 Programs by Index
140
138
137
131
129
129
124
122
119
119
Source: GFK MRI Fall 2016 , Base: Adults Index Appliance, Hardware & Electronics Stores Shopped at Apple Store or Best Buy

23. Mother’s Day & Valentine’s Are All About Jewelry and Dining
Planned Spending
Billions
Source: NRF Monthly Consumer Survey A18+, Plnd. Val. Day Spending - By Category In Billions 2017

24. Men Purchasing Jewelry Watch Broadcast TV
Top 10 Programs by Index
204
183
174
172
171
168
158
149
149
144
Source: GFK MRI Fall 2016 , Base: Men 18+ Index Fine Jewelry $100+ Spent in Total

25. Wining and Dining with Broadcast Viewers
Top 10 Programs by Index
142
141
136
136
135
134
133
132
131
131
Source: GFK MRI Fall 2016 , Base: Adults Index Restaurant Expenditures: Family Restaurants & Steak Houses - Amount Spent: $51+

26. Target Adults Who Enjoy Dining out at The Cheesecake Factory with Local Broadcast
The Redder the better- High BDI
Source: GfK MRI 2016 Market-by-Market weighted by Adults population. Dined at The Cheesecake Factory 1+ times in the last 30 Days

27. Summary
Winters Holidays, Back to School, Mother’s Day, & Valentine’s Day are among the Top Seasonal Spending Periods
Winter Holiday Spending accounts for nearly 80% of the $834 billion in Seasonal Spending
Most shoppers will shop at department stores, discount stores, and online for their holiday gift
Winter Holidays almost a dead heat between Department, Discount Stores and Online.
Other holidays, brick and mortar stores play greater role than online
Top gifts will vary with each holiday
Advertisers can selectively tailor their local broadcast TV buys to consumers across multiple retail categories.
Local Broadcast provides Multiplatform Digital Opportunities