1. 2015

2. Planned Back to School Spending
Source: Source: NRF Monthly Consumer Survey A18+, July 2015

3. 86% Plan to Spend the Same or More than Last year
Source: NRF Monthly Consumer Survey A18+, June 2015

4. Back to School: $Big Opportunity
Source NRF Consumer Survey 2015

5. TV Influences Consumers Most
Interest
Consideration
Want To Purchase
Visit Store/Website
Make Purchase
Awareness
Television Newspaper Network TV Website Local TV Station Website
Internet Search Engine Internet Video Ad Radio
Social Media Outdoor Internet Display Ad Streaming TV or Movies Online
Source: TVB/The Futures Company; “Purchase Funnel 2015” Most Important media type among those who saw/heard ads on TV and at least 1 other media source (n=3886) Top 12

6. Back to School Starts In Early August: Lead With Advertising In July

7. School Start Dates Vary from DMA to DMA Most start in August
Top 50 DMAs: 17 Different Start Dates
Seattle
9/9
Portland
8/27
Minneapolis
8/24
Detroit
9/8
Boston 9/8
Milwaukee
9/1
Philly
9/8
Harrisburg
8/27
Grand Rapids
9/2
Cleveland
8/10
Hartford
8/26
NYC 9/9
Chicago
8/31
Pittsburgh
8/31
Columbus
8/26
Sacramento 8/31
Baltimore
8/31
San Fran
8/17
Salt Lake City
8/19
Indianapolis
8/3
Denver
8/24
Cincinnati
8/19 DC
8/31
Kansas City
8/10
St. Louis
8/17
Louisville
8/12
Las Vegas 8/25
Raleigh
8/24
Norfolk
9/3
LA 8/17
Charlotte
8/24
Nashville
8/5
Greensboro
8/24
Phoenix
8/6
OK City
8/3
Memphis
8/10
San Diego
9/8
Albuquerque
8/17
Atlanta
8/5
Greenville
8/18
Birmingham
8/5
Dallas
8/19
Jacksonville
8/19
Austin
8/24
Orlando
8/24
Houston
8/24
August
September
San Antonio 8/24
Tampa
8/25
West Palm Beach
8/17
Miami
8/24

8. Adults Start Shopping Weeks Before School Starts
Source: NRF Monthly Consumer Survey A18+, July 2015

9. National Media: Start Early, Stay Late Or Miss Out
Lead By a month
Earliest BTS Start Date
Latest BTS Start Date
7/06
8/3
9/9
National Media

10. Local Broadcast: Targeted Scheduling
Lead By a month
Earliest BTS Start Date
Latest BTS Start Date
7/6
8/3
9/9
National Media
Local Broadcast
New York
Baltimore
Los Angeles
Indianapolis

11. Broadcast: Tops in Summer Ratings
Live+SD Ratings
Women 18+ (w/children)
Nationally, during the 2008/2009 TV Season, Broadcast delivered 195 of the Top 200 Programs. Cable sellers like to cite total aggregate audience delivery for all of cable while TV Station salespeople usually present program audiences.
The problem with the aggregate approach is that hundreds of cable sources can be lumped together even though many are rarely ever bought, and several do not even insert local commercials. People watch programs and broadcasters present end sell that way.
Broadcast delivered 50 of the top 50 and 100 of the top 100 programs
with Women 18+ (w/children)
Source: Nielsen NPower 06/29/ /12/2015.
Media Landscape Phoenix

12. Broadcast: Great Way to Reach Back to School Shoppers
Women 18+ with Children Ratings
Source: Nielsen NPower 6/29/ /12/2015 Women 18+ w/children Live+SD Ratings;
W+ 10 Cable Networks based on W+ Ratings.

13. Cover Each Company’s Strong Markets with Local Broadcast
Walmart
The Redder the better- High BDI
Source: GfK MRI 2014 Market-by-Market weighted by women 18+ w/children 0-17 years.
Shopped at Target or Walmart in the last 12 months.

14. Broadcast TV’s Reach: Significantly Higher Than Cable
Source: Nielsen NPower. July 9th 2015 Women 18+ w/children Live+SD.

15. Broadcast Dominates, Cable Under a 1 Rating For Summer
To be read: TNT’s Rizzoli & Isles had a .6 average rating in June 2015.
During the same time period, there were 280 Broadcast programs that had higher average ratings
Source: Nielsen NPower June 2015 (06/01/ /28/2015) Live+SD Women 18+ With Children.
Vodka 2010

16. Back to School Shopping Categories and Stores

17. Top 10 Back-to-School Advertisers: 2014
Source: Kantar Media July 2015

18. Electronics Closely Follows Clothing in Back to School $
Billions
Source: NRF Monthly Consumer Survey, July 2015

19. Women Are the Back To School Shoppers
Source: 2014 Fall GfK MRI, Base = Adults 18+

20. Broadcast TV Viewers Purchase Clothing
Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index.
Clothing expenditures – Amount spent in total in the last 12 months: $100+.

21. Broadcast TV Viewers Buy Electronics
Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index.
Shopped at Apple Stores or Best Buy anytime in the last 12 months.

22. Broadcast TV Viewers Purchase Office Supplies
Source: GFK MRI Fall 2014 , Base: Men 18+ Index, Women 18+ Index.
Purchased anything at FedEx Office, Office Depot, OfficeMax, or Staples in the last 12 months.

23. Types of Stores Planning to Shop in for Back to School
Source: NRF Monthly Consumer Survey A18+, July 2015

24. Broadcast TV: The Source For Discount Shoppers
Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index.
Shopped at Target or Walmart in the last 3 months.

25. Broadcast Delivers Department Store Shoppers
Source: GFK MRI Fall 2014 , Base: Women 18+ w/children 0-17 years Index.
Shopped at JCPenney, Lord & Taylor, or Macy’s in the last 30 days.

26. Department Shopping is a Local Decision
Macy’s
The Redder the better- High BDI
Source: GfK MRI 2014 Market-by-Market weighted by women 18+ w/children 0-17 years.
Macy’s, Lord & Taylor, JCPenney: Shopped in the last 3 months.

27. Local Broadcast Television News Most Involved In Community
Local Broadcast TV Station NewsLocal Broadcast TV Station NewsLocal Broadcast TV Station News 49%
Apps or websites accessed through a smartphone or tabletApps or websites accessed through a smartphone or tablet 1%
All other Internet news websites accessed through a computerAll other Internet news websites accessed through a computer 2%
Cable News Channels 2%
Broadcast Network National News 4%
Social Media 5%
Newspapers 14%
Public Television National or Local NewsPublic Television National or Local NewsPublic Television National or Local NewsPublic Television National or Local News 12%
Websites of national or local TV news accessed through a computerWebsites of national or local TV news accessed through a computerWebsites of national or local TV news accessed through a computer 5%
Radio StationsRadio Stations 6%
Source: TVB Media Comparisons Study December GfK Custom Research North America Survey. Which source of news do you feel is the most involved in your community? Base= Persons Percentages exclude don’t know/no answer/none.

28. TV is Digital

30. Television Ads Are Motivation To Do Further Research Online
Has an advertisement on television motivated you to go
the Internet to find out more information about that product or service?
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.

31. Local Broadcast TV Websites: More People Watch Video Content
Which, if any, have you watched video content on?
Source: TVB Media Comparisons Study December GfK Custom Research North America Survey.
Base=Persons

32. Most People Watch the Video Ads On Local Broadcast TV News Websites
When visiting a local televisions station's website,
have you ever looked at the video ads on that local television station's website?
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.
Base=Persons Yes= Ever No=Never. Percentages exclude no answer.

33. Digital Media: TV Websites Influence Consumers Most
Interest
Consideration
Want To Purchase
Visit Store/Website
Make Purchase
Awareness
TV Website Internet Search Engine
Internet Video Ad Social Media Internet Display Ad
Streaming TV or Movies Online Cell/Smart Phone Online Deal or Coupon Site
Tablet Computer Newspaper Online Only Blog or Consumer Review Website
Magazine Online Only
Source: TVB/The Futures Company; “Purchase Funnel 2015” Most Important media type among those who saw/heard ads on TV and at least 1 other media source (n=3886)

34. One Third Of Respondents “Liked” A Local TV Station on A Social Networking Site
Have you 'liked' a local television station on Facebook or followed one on Twitter?
Source: TVB Media Comparisons Study December 2014. GfK Custom Research North America Survey.

35. Key Back to School Takeaways
About 86% of consumers plan to spend the same or more than last year
Broadcast delivers Back to School ratings & reach
School start dates vary from market to market: Earliest start is August 3
Local Television Zeros in on key markets
Most consumers shop three weeks to a month before school starts indicating advertising should start in June /July

36. Key Back to School Takeaways continued
Broadcast TV delivers major Back to School categories
Clothing and accessories (excluding shoes)
Electronics or computer related equipment
Shoes
School supplies
TV is digital and a digital motivator
TV motivates viewers to go online for more product info
Viewers “liked” local TV stations on socialnetworks
Local TV websites
Tops in video usage and ads
Important digital influencer in consumer purchase process