1. Holiday
2017

2. Contents Holiday Sales Projection (Slides 3-7) Why TV? (Slides 8-13)
TV Assets Motivate Online Shoppers (Slides 14-24)
Why Broadcast?
Broadcast vs Cable (Slides 26-30)
Local Broadcast Capitalizes on Markets Uniqueness (Slides 31-34)
Broadcast Delivers Key Categories (Slides 35-42)

3. Holiday Sales Expected to Increase by 4%
Source: NRF 2017 Holiday Shopping Trends Survey

4. Holiday Shoppers Not Afraid to Spend
How much do you expect to spend on gifts this holiday season?
Survey Methodology
This survey was commissioned by CPC Strategy and conducted by Survata, an
independent research firm in San Francisco. Survata interviewed 1504 online
respondents between July 13, 2017 and July 14, These were the numbers of
respondents by age:
18-24: 195 respondents
25-34: 287 respondents
35-44: 288 respondents
45-54: 291 respondents
55-64: 295 respondents
65+: 148 respondents
Number of respondents by reported gender:
Female: 815 respondents
Male: 689 respondents
Source: Cpcstrategy: The 2017 U.S. Holiday Shopping Forecast

5. Factors Influencing Decision to Shop at a Retailer
Survey Methodology
This survey was commissioned by CPC Strategy and conducted by Survata, an
independent research firm in San Francisco. Survata interviewed 1504 online
respondents between July 13, 2017 and July 14, These were the numbers of
respondents by age:
18-24: 195 respondents
25-34: 287 respondents
35-44: 288 respondents
45-54: 291 respondents
55-64: 295 respondents
65+: 148 respondents
Number of respondents by reported gender:
Female: 815 respondents
Male: 689 respondents
Source: Cpcstrategy: The 2017 U.S. Holiday Shopping Forecast

6. November Kicks Off Holiday Spending
When Do You Plan To Start Your Holiday Shopping?
Survey Methodology
This survey was commissioned by CPC Strategy and conducted by Survata, an
independent research firm in San Francisco. Survata interviewed 1504 online
respondents between July 13, 2017 and July 14, These were the numbers of
respondents by age:
18-24: 195 respondents
25-34: 287 respondents
35-44: 288 respondents
45-54: 291 respondents
55-64: 295 respondents
65+: 148 respondents
Number of respondents by reported gender:
Female: 815 respondents
Male: 689 respondents
Source: Cpcstrategy: The 2017 U.S. Holiday Shopping Forecast

7. Retailer Holiday Strategies
% of Retailers
Source: RetailMeNot: 2017 Holiday Retail Trends & Guide

8. Why TV?

9. People Spend the Most Time with Broadcast Television of All Ad Supported Platforms
Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons Online/internet platforms such as , social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.

10. Television Dominates! With the Adult Population in General
Source: Nielsen The Total Audience Report Q (released July’17)

11. Nielsen’s Total Audience Report TV Rules!
Q1 2017: Weekly Time Spent A18+ (Hrs:Min)
Television Viewing 34:25
Video on a PC 2:20
Video on a Smartphone 0:47
Source: Nielsen The Total Audience Report Q (released July’17), TV Viewing=Live+time shifting

12. What Influenced Consumers Most
Source: GfK TVB Purchase Funnel 2017 A18+ Most important for media that registered 2% or higher.

13. Ad Recall by Platform: Highest on TV
% able to recall half or more of the advertisers
Source: CRE “Evaluating Engagement and Recall by Platform”, presented at Nielsen 360 June Ages 16-54, Total of 38 national ads tested across five shows: Bones, The Big Bang Theory, Family Feud, Family Guy and Survivor

14. TV Assets Motivate Online Shoppers

15. Consumer Spending Online to Increase By 12% Over Last Year
Dollars (in billons)
Source: Forrester Data: Online Holiday Retail Sales Forecast, 2017 (US)

16. Retailers Plan to Put Greater Focus on Online Shoppers
58% of retailers plan to make online shoppers their main target in 2017,
while 42% will be focusing on in-store shoppers.
Source: RetailMeNot: 2017 Holiday Retail Trends & Guide

17. 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
Source: GfK TVB Purchase Funnel 2017 A18+ Opinion Leaders

18. 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 2017

19. Broadcast TV Delivers Internet Shoppers
Index
Source: GFK MRI Spring 2017 , Base: Index Internet Shopping: Ordered items $50+.

20. “Have TV ads influenced your search selections?”
Source: GfK TVB Purchase Funnel 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)

21. Leverage All Local Broadcast Screens
Over the Air
Digital

22. What Influenced Consumers Most in Digital Media: Broadcast Websites and Apps
Source: GfK TVB Purchase Funnel 2017 A18+ (% Most important media type among those who saw/heard ads in at least 1 media source).

23. Local Television Websites/Apps Most Preferred
Which of the following websites or apps are you most likely to turn to
when you need information about local news or events?
Source: GfK TVB Purchase Funnel 2017 A18+

24. “When Visiting a Television Station’s Website or App, do you View the Ads?”
Source: GfK TVB Purchase Funnel 2017 A18+ “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)

25. Why Broadcast? Broadcast vs. Cable
Local Broadcast Capitalizes on Markets Uniqueness
Broadcast Delivers Key Categories

26. Broadcast Television Has Greater Purchase Influence than Cable
For each of the following retail categories, please tell us which of the following media influences your purchases
Source: NRF Media Behaviors & Influence Study January 2017

27. Broadcast: Superior Holiday Season Ratings
Adults Live+SD Ratings
Source: Nielsen 10/24/ /25/2016 Adults Live+SD Ratings; ; Broadcast Includes all Networks and Syndication.
A Cable Networks based on A25-54 Ratings.
Vodka 2010

28. The Programming of Choice Is On Broadcast TV – 25 of the Top 25 Shows
Source: Nielsen, 9/25/17-10/8/17, Ranked by A25-54 Live+SD US AA%

29. Thanksgiving Ad Kickoff: One Program Has 2-8X the Reach of Full Day on Cable
1 unit
1 unit
1 unit
1 unit
18 units
41 units
9 units
12 units
16 units
40 units
24 units
Source: Nielsen NPower. November 24th 2016 Adults
Vodka 2010

30. Broadcast TV Reaches Parents during the Holiday Season
Adult 18+ Live+SD Ratings
Source: Nielsen NPower 10/24/ /25/2016 Adults 18+ w/ presence of children Live+SD Ratings;
A Cable Networks based on A18+ Ratings.
Vodka 2010

31. One Size Does NOT Fit All. Local TV Recognizes Each Market’s Uniqueness
The redder, the better
Source: GfK MRI 2016 Market-by-Market weighted by Adult 18+ population. Shopped in past 3 months.

32. Each Retailer has Their Markets of Opportunity
Hollister’s Top Sales DMAs
Source: GfK MRI 2016 Market-by-Market weighted by Adult 18+ population. Bought Anything at Hollister in the last 3 Months.

33. Awards Program Viewing Differs by Market – “CMA Awards” on ABC
Top Metered Markets HH Rating (Live+SD)
Source: The Nielsen Company, Arianna, 11/2/16

34. NFL Delivery on Broadcast vs. Cable Networks
Source: Arianna, Sept. – Dec. 2016

35. Where Do You Plan to Purchase Holiday Items This Year?
Source: NRF Monthly Consumer Survey Oct. 2016

36. Consumer’s Wish List This Holiday Season
Source: RetailMeNot: 2017 Holiday Retail Trends & Guide

37. Broadcast Reaches Clothing Store Shoppers
Index
Source: GfK MRI Spring 2017, Base: Adults Shopped at JCPennys, Kohl’s, The Gap, Macy’s, Nordstrom, Express or Forever 21 in the last 3 Months.

38. Broadcast Reaches Electronic Store Shoppers
Top 10 Programs by Index
174
163
156
155
154
151
148
142
141
141
Source: GfK MRI Spring 2017, Base: Adults Shopped at Best Buy, Apple Store, or RadioShack in the past 12 months.
Bob’s Burgers – Syndication.

39. Broadcast Reaches Toy Shoppers
Top 10 Programs by Index
174
158
153
145
143
142
140
140
137
134
Source: GfK MRI Spring 2017, Base: Adults Spent any amount on toys in the last 12 months.
Modern Family, Friends – Syndication.

40. Broadcast Delivers Jewelry Shoppers
Top 10 Programs by Index
214
183
176
176
167
161
159
157
156
156
Source: GfK MRI Spring 2017 Adults 25-54; Index for Spent $100+ on fine jewelry in the last 12 months.

41. Broadcast TV Reaches Consumers That Enjoy Eating Out
Top 10 Programs by Index
157
153
153
152
147
146
144
141
140
140
Source: GfK MRI Spring 2017 Adults 25-54; Went to Applebee's, The Cheesecake Factory, Outback Steakhouse, or T.G.I. Fridays in the last 6 months.

42. Broadcast: The Destination for the Leisure Traveler
Top 10 Programs by Index
143
141
141
137
136
133
133
132
129
123
Source: GFK MRI Spring 2017, Base: Adults Index. Spent $1,000+ on vacation foreign or domestic in the last 12 months.
Seinfeld- Syndication

43. Key Holiday Takeaways
Holiday sales are expected to increase by 4% from 2016.
TV Assets Motivate Online Shoppers
Broadcast TV dominates ratings & reach of Holiday shoppers.
Local Television focuses on market strengths.
Broadcast TV delivers key Holiday shoppers & categories.