0
INDUSTRY CATEGORY REPORT
RETAIL
House Furniture & Appliance
Stores
Q1-2014
1
AGENDA
1. GFR Media
2. PR Advertising Market
3. Communications advertising market
4. PR Audience Market
5. Communications ...
Grupo Ferré Rangel (GFR)
• Grupo Ferré Rangel is a family owned conglomerate in
Puerto Rico
• Companies owned by GFR inclu...
Media Properties
• Media properties account for 35% of the media
expenditure in the island
– Newspapers dominate investmen...
World’s Readership
PR is one of the countries with highest levels of readership in the world
83%
92%
85%
80%
73%
61%
50% 5...
GFR Media has evolved from a newspaper
to a content and media company
DBMarketing-Analytics
DBMarketing-Analytics
• We are the largest and most diversified media company in Puerto Rico
• Leader in newspaper readers...
GFR Media Platforms
GFR Media Newspaper Products
El Nuevo Día
• Newspaper of record in Puerto Rico
• Primarily island wide home delivered
• Le...
GFR Media Digital Products
elnuevodia.com
• #1 most visited site in Puerto Rico
• Over 5 Million Monthly Unique Browsers
•...
Mobile
Total Mobile units GFR MEDIA reaches
3,074,96
In Puerto Rico
*Source: Junta Reglamentadora de Telecomunicaciones, F...
Advertising Market
Puerto Rico Overview
13
ADVERTISING MARKET IN PR 2013
Rate Card
$2.1 billions
Real Investment
$602 millions
Nielsen Adynamics – Jan – Dec. Real in...
DBMarketing-Analytics
MARKET SHARE BY MEDIA
Newspapers have the highest investment at 39% of total “real media investment”...
DBMarketing-Analytics
Advertising Market in Puerto Rico – Real investment
Newspapers and local TV represent 67% of $602MM ...
DBMarketing-Analytics
Business & Consumer
Services, 22%
Retail, 15%
Entertainment &
Amusements, 13%
Publishing & Media,
12...
Retail
From the advertising perspective.
19
Retail
From the Advertising Perspective
20
Retail In Puerto Rico 2013
The retail category spends $102MM in advertising a year
21
Nielsen Adynamics – Jan – Dec. Real ...
DBMarketing-Analytics
Retail Category
Newspapers are the preferred media investment (50%) of the category
22
Newspapers
37...
51
19
8
4
1
9
6
1
4
48
22
8
2 2
9
6
1
4
-
10
20
30
40
50
60
Newspapers Local TV Radio Outdoor Paid TV Internet Others Maga...
DBMarketing-Analytics
Retail - Sub Categories
Department Stores, 21%
Miscellaneous Retail, 19%
Food & Liquor Stores, 18%
H...
HOUSE AND FURNITURE APPLIANCE IN
PR 2013
The House and Furnitures Appliance category spends $11.5MM in
advertising a year
...
11.5
8.9
1.7
0.4
0.2 0.1 0.1
9.8
7.6
1.5
0.4
0.2 0.1 0.1
Grand Total Newspaper Local TV Radio Outdoor Magazines Paid TV
Ho...
2,375,802
2,116,307
841,154
448,795 437,304
307,440 275,084
Rooms To Go Muebleria Berrios Casa Pitusa Ashley Ahorro Mueble...
TOP House Furniture & Appliance Stores Media Investment
Newspapers and local TV are the preferred media to invest.
28
TOP ...
Puerto Rico Market
Audiences Overview
29
Media Consumption:
7.4%
17.1%
17.8%
24.1%
27.1%
49.6%
59.1%
79.3%
80.8%
91.2%
96.5%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 12...
61%
79%
USA Puerto Rico
ReaderShip
USA Puerto Rico
Scarborough – PR Study – 2014 – 1
USA. Newspapers Association of Americ...
DBMarketing-Analytics
94%
GFR MEDIA MARKET SHARE
GFR Media
2.1 Million readers
Newspapers Market Share:
Scarborough – PR S...
DBMarketing-Analytics
Monday to Friday readership:
2,166,882
1,489,354
1,306,634
839,676
482,508
405,074
Any daily newspap...
DBMarketing-Analytics
Weekend readership:
Scarborough – PR Study – 2014 - 1
98% of weekend audiences are reached by GFR Me...
Source: ScarBorough, Release 1 & 2 2013 and 1 2014
2,167
1,489
1,307
840
405
483
0
500
1,000
1,500
2,000
2,500
2013-1 2013...
1,489,354
69% of the market
El Nuevo Día (END)
Source: Scarborough 2014 -1 Cume Readers People 18+
1,489,354
readers of
Source: Scarborough 2014 -1 Cume Readers People 18+
• 53% are women
• 53% are 25-54
years old
• 53% h...
677,528
Readers do not read
El Nuevo Día
Source: Scarborough 2014 -1 Cume Readers People 18+
How to reach END Non-readers?
446,166
66% of no readers of
END are readers of
Source: Scarborough 2014 -1 Cume Readers People 18+
Primera Hora captures ...
446,166
PH Readers, but
END Non-Readers
• 52% are women (index: 101)
• 57% are 25-54 years
old (index: 105)
• They have an...
reach together an
impressive majority of
readers*
89%
Reach
&
Source: Scarborough 2014 -1 Cume Readers
People 18+
The Most...
Source: Comscore
GFR Media Digital Audiences:
+29%
Jan-2013 Jan-2014
4.9 MM
+6.3 MM
GFR Media unique browsers are growing ...
Large Appliance
From the audience perspective.
43
Large Appliance Stores Market in Puerto Rico
42.8% of Population 18+ shopped in any large appliance store
Scarborough 2014...
Large Appliance Stores Market Share
10.9%
11.1%
11.6%
13.6%
14.1%
16.9%
25.4%
27.4%
34.5%
53.7%
Costco
Pitusa Muebles
Nati...
Large Appliance Stores Market in
Puerto Rico
El Nuevo Día
Average Reader
Primera Hora
Average Reader
Índice
Average
Reader...
Furniture and Mattress Stores Market in
Puerto Rico
53.9 % of Population 18+ shopped in any furniture and mattress store
S...
Furniture and Mattress Stores Market Share
Scarborough 2014 -1
Base: 1,519,666 Any furniture/mattress store shopped
1,611,...
Furniture and Mattress Stores Market in
Puerto Rico
El Nuevo Día
Average Reader
Primera Hora
Average Reader
Índice
Average...
Large Appliance, Furniture and Mattress
Stores Market in Puerto Rico
El Nuevo Día and Primera Hora are more effective news...
Large Appliance, Furniture and Mattress
Stores Market in Puerto Rico
El Nuevo Día and Primera Hora are more effective news...
Large Appliance, Furniture and Mattress Stores Market in Puerto Rico
El Nuevo Día and Primera Hora are more effective news...
Large Appliance, Furniture and Mattress Stores Market in Puerto Rico
Amount Spent items bought past 12 months
El Nuevo Dia...
Media used for shopping and buying
decision process.
54
Large appliance store shoppers consider Weekly Shopper and
Newspapers as the media used for their shopping and buying deci...
Non Large appliance store shoppers consider Weekly Shopper
and Newspapers as the media used for their shopping and buying ...
Furniture/mattress Stores shoppers consider Weekly Shopper
and Newspapers as the media used for their shopping and buying ...
Non Furniture/mattress Stores shoppers consider Weekly
Shopper and Newspapers as the media used for their shopping and buy...
Media Usage
buying decision-making process
59
Shoppers & Catalogs
Source: Nielsen Adynamics – Jan – Dec.
60%
25%
14%
1%
0%
10%
20%
30%
40%
50%
60%
70%
El Nuevo Día Prim...
END Readers’ Profile vs
Large appliance store shoppers profile
El Nuevo Dia:
High penetration
in well educated, San Juan
r...
PH Readers’ Profile vs
Large appliance store shoppers profile
Primera Hora:
High penetration
in Men, 25-49 , well
educated...
Indice Readers’ Profile vs
Large appliance store shoppers profile
Indice:
High penetration
in well educated and upper
soci...
END Readers’ Profile vs
Non large appliance store shoppers profile
El Nuevo Dia:
High penetration
in women
64Scarborough 2...
PH Readers’ Profile vs
Non large appliance store shoppers profile
Primera Hora:
High penetration
in middle socioeconomic
l...
Indice Readers’ Profile vs
Non Large appliance store shoppers profile
Indice:
High penetration
in well educated and upper
...
END Readers’ Profile vs
Furniture and Mattress Stores profile
67Scarborough 2014 -1
Base: : 1,519,666 Any furniture/mattre...
PH Readers’ Profile vs
Furniture and Mattress Stores shoppers profile
68Scarborough 2014 -1
Base: 1,519,666 Any furniture/...
Indice Readers’ Profile vs
Furniture and Mattress Stores profile
69Scarborough 2014 -1
Base: : 1,519,666 Any furniture/mat...
END Readers’ Profile vs
Non Furniture and Mattress Stores profile
70Scarborough 2014 -1
Base: 1,611,02Did not shop for fur...
PH Readers’ Profile vs
Non Furniture and Mattress Stores shoppers profile
71Scarborough 2014 -1
Base: 1,611,02Did not shop...
Indice Readers’ Profile vs
Non Furniture and Mattress Stores profile
72Scarborough 2014 -1
Base: : 1,611,02 Did not shop f...
Circulation
73
Certified Circulation: Monday to Friday
EL Nuevo Dia is the leader in Circulation for all PAID newspapers and Indice for N...
Certified Circulation: Saturday-Sunday
Sources:
Alliance for audited media. Certfified Audit of Circulations
177,979
92,16...
Thank You
76
Addendum
77
¡Impresos que impresionan!
Advanced Graphic Printing is the
largest commercial printing company
in Puerto Rico and the Caribbean.
We are dedicated to...
•AGP is the largest and technologically advanced printing
company in Puerto Rico & the Caribbean
•Pre press system (VCC) p...
We operate 24 hours a day
Fast turnaround
AGP Online color approval
Island wide & Caribbean delivery
Speed
•AGP meets all your printing needs…
•3 Web Presses
•2 Sheetfed Presses
•Finishing equipment includes:
• 2 Folders, 3 Saddl...
•Armed 24 hour security officers in all our
facilities
•Controlled access to the building, internal &
surrounding areas
•A...
DBMarketing-Analytics
Our Products
“Shoppers” / Circulars
Books & Magazines
Direct Mail material
Directories
Posters
Inser...
DBMarketing-Analytics
Some of our Valued Customers:
DBMarketing-Analytics
Benefits for You!
“One stop shopping” for all your commercial printing needs
State of the art techno...
DBMarketing-Analytics
Certified Minority Business
Enterprise
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DBMarketing-Analytics
Contact Information:
Suzette M. Jiménez
Sales & Marketing Director
suzette.jimenez@agppr.com
Phone (...
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  1. 1. INDUSTRY CATEGORY REPORT RETAIL House Furniture & Appliance Stores Q1-2014 1
  2. 2. AGENDA 1. GFR Media 2. PR Advertising Market 3. Communications advertising market 4. PR Audience Market 5. Communications Audience market 6. Circulation 7. GFR Media and Communications (Best practices in advertising) 8. Next steps 2
  3. 3. Grupo Ferré Rangel (GFR) • Grupo Ferré Rangel is a family owned conglomerate in Puerto Rico • Companies owned by GFR include: – GFR Media - largest and most diversified media company in PR • Publishes: El Nuevo Dia – Puerto Rico’s principal newspaper, Primera Hora – second largest newspaper, and Indice – largest non-paid newspaper – Advanced Graphic Printing – a commercial printing company – El Día Directo (EDD) – the largest direct marketing company; offering service in PR and US – City View Plaza – Commercial real estate company
  4. 4. Media Properties • Media properties account for 35% of the media expenditure in the island – Newspapers dominate investment in media • Puerto Rico is one of the countries with the highest levels of readership in the world • El Nuevo Dia is the leading newspaper in the market as measured by circulation, advertising and quality of readership – Leader in Class A, B & C Reach • Shoppers that insert in the newspaper are the main source of information for purchasing decision in Puerto Rico
  5. 5. World’s Readership PR is one of the countries with highest levels of readership in the world 83% 92% 85% 80% 73% 61% 50% 50% 52% 44% 42% 33% 24% 75% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Japan PuertoRico Denmark Singapur Chile Germany Austria China NewZealand USA Brazil France Spain UnitedKindom Uruguay Source: World Press Trends - 2007 *Based on CMB 2007 – Last Week (Monday to Saturday) readers 85% Countries with population between 3 and 4.5 millions
  6. 6. GFR Media has evolved from a newspaper to a content and media company
  7. 7. DBMarketing-Analytics
  8. 8. DBMarketing-Analytics • We are the largest and most diversified media company in Puerto Rico • Leader in newspaper readership: over 2.1 million weekly readers. • Leader in digital traffic: over 6 million monthly unique browsers. • Leader in Database: over 2 million people in GFR Media DATABASE. • Leader in Circulation: over 407k newspapers • Leader in Social Networks: • over 2.4 millions fans • over 600K followers • over 67K followers
  9. 9. GFR Media Platforms
  10. 10. GFR Media Newspaper Products El Nuevo Día • Newspaper of record in Puerto Rico • Primarily island wide home delivered • Leader in audited circulation • Over 1.4 million readers • Audited circulation 184,306 weekly & 207,659 Sunday • Proven results for advertisers Primera Hora • Leader in single copy circulation • Primarily in stores and distribution points • Second largest paid newspaper • Over 1.3 million readers Indice • Leader in non-paid circulation • Over 120k daily copies • Over 240k regional copies on Thursday • Promotional and commercial platform • Flexible distribution • 360 Offering
  11. 11. GFR Media Digital Products elnuevodia.com • #1 most visited site in Puerto Rico • Over 5 Million Monthly Unique Browsers • Leader in Social Media reach • Over 1.2 Million Facebook Likes • Over 349k Twitter Followers primerahora.com • #2 news site in Puerto Rico • Over 2.2 Million Monthly Unique Browsers • Focus on Entertainment and Sports • Younger audience • Social Media Presence: • Facebook 756k • Twitter 264k indicepr.com • Over 500k Monthly Unique Browsers • Responsive design platform • Focus on light news • Social Media Presence: • Facebook: 240k • Twitter: 10k
  12. 12. Mobile Total Mobile units GFR MEDIA reaches 3,074,96 In Puerto Rico *Source: Junta Reglamentadora de Telecomunicaciones, February 2014 **Includes Mobile Web and Native Applications. Source: Comscore and Flurry Analytics. March 2014 4,550,043 Monthly Mobile Users 2,910,057 Monthly unique browsers** 1,398,644 Monthly unique browsers** 241,342 Monthly unique browsers**
  13. 13. Advertising Market Puerto Rico Overview 13
  14. 14. ADVERTISING MARKET IN PR 2013 Rate Card $2.1 billions Real Investment $602 millions Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media Total Advertising spending in Puerto Rico at “rate card” was $2.1B but estimated at $602MM net of discounts – real investment 14
  15. 15. DBMarketing-Analytics MARKET SHARE BY MEDIA Newspapers have the highest investment at 39% of total “real media investment” 16 Newspapers 21% Local TV 43% Radio 9% Outdoor 5% Paid TV 18% Internet 1% Others 1% Magazines 2% Cinema 0% 2013 - Rate Card Newspapers Local TV Radio Outdoor Paid TV Internet Others Magazines Cinema Newspapers 39% Local TV 28% Radio 11% Outdoor 6% Paid TV 6% Internet 4% Others 2%Magazines 2% Cinema 2% 2013 - Real Investment Newspapers Local TV Radio Outdoor Paid TV Internet Others Magazines Cinema Nielsen Adynamics – Jan – Dec. Real investment calculation by GFR Media
  16. 16. DBMarketing-Analytics Advertising Market in Puerto Rico – Real investment Newspapers and local TV represent 67% of $602MM total investment. Investment in newspapers grew 3% 17 236 171 69 37 36 21 14 11 10 230 176 75 27 37 17 17 10 8 - 50 100 150 200 250 Newspapers Local TV Radio Outdoor Paid TV Internet Others Magazines Cinema Millions 2013 Real investment 2012 real investment Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
  17. 17. DBMarketing-Analytics Business & Consumer Services, 22% Retail, 15% Entertainment & Amusements, 13% Publishing & Media, 12% Other Categories, 9% Auto.,auto.access & Equip, 9% Drugs & Remedies, 6% Toiletries & Cosmetics, 4% Tv Networks/stations, 4% Insurance & Real Estate, 3% Foods & Food Products, 2% 2013 – REAL INVESTMENT Top 10 Categories. Share of Investment (SOI) Business & Consumer Services, 21% Entertainment & Amusements, 15% Retail, 12%Publishing & Media, 9% Auto.,auto.acces s & Equip, 9% Drugs & Remedies, 7% Tv Networks/statio ns, 6% Toiletries & Cosmetics, 5% Foods & Food Products, 3% Insurance & Real Estate, 3% Others Categories , 10% 2013 – RATE CARD Retail category is the 2nd largest category in terms of advertising expenditure at 15% of total real Media investment 18Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
  18. 18. Retail From the advertising perspective. 19
  19. 19. Retail From the Advertising Perspective 20
  20. 20. Retail In Puerto Rico 2013 The retail category spends $102MM in advertising a year 21 Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media Rate Card $270 millions Retail Real Investment $102 millions
  21. 21. DBMarketing-Analytics Retail Category Newspapers are the preferred media investment (50%) of the category 22 Newspapers 37% Local TV 37% Radio 9% Outdoor 4% Paid TV 4% Internet 3% Others 2% Magazines 2% Cinema 2% 2013 - Rate Card Newspapers 50% Local TV 18% Radio 8% Outdoor 4% Paid TV 1% Internet 9% Others 5% Magazines 1% Cinema 4% 2013 - Real Investment Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
  22. 22. 51 19 8 4 1 9 6 1 4 48 22 8 2 2 9 6 1 4 - 10 20 30 40 50 60 Newspapers Local TV Radio Outdoor Paid TV Internet Others Magazines Cinema Millions 2013 Real investment 2012 real investment Retail Category Real category advertising investment is $102MM a year Even though advertising investment decreased by 2%, Newspapers investment grew 5.3% 23Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
  23. 23. DBMarketing-Analytics Retail - Sub Categories Department Stores, 21% Miscellaneous Retail, 19% Food & Liquor Stores, 18% House Furn.&appliance Stores, 14% Drugs, Toiletries & Salons, 8% Apparel,footwr&accessry Stores, 4% Electronics Stores(Inc Rental), 4% Hardware & Lumber Stores, 3% Automotive, 3% Jewrly,gift Stores & Galleries, 2% Craft,hobby&sportg Gds&toy Str, 1% Optical Goods And Services, 1% REAL INVESTMENT 2013 Department Stores is the subcategory that spends the most in advertising with 21% of the total real investment. 24 Retail Investment: $102MM Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
  24. 24. HOUSE AND FURNITURE APPLIANCE IN PR 2013 The House and Furnitures Appliance category spends $11.5MM in advertising a year 25 Nielsen Adynamics – Jan – Dec 2013. Real investment calculations by GFR Media Rate Card $30.4 millions Real Investment $11.5 millions
  25. 25. 11.5 8.9 1.7 0.4 0.2 0.1 0.1 9.8 7.6 1.5 0.4 0.2 0.1 0.1 Grand Total Newspaper Local TV Radio Outdoor Magazines Paid TV House Furn.&appliance Stores 2013 House Furn.&appliance Stores 2012 House Furniture & Appliance Stores Investment Real category advertising investment is $11.5MM a year Even though advertising investment Increase by 16%, Newspapers investment grew 17%
  26. 26. 2,375,802 2,116,307 841,154 448,795 437,304 307,440 275,084 Rooms To Go Muebleria Berrios Casa Pitusa Ashley Ahorro Muebles Koper Paos Nielsen Adynamics – Jan – Dec 2013. Real investment calculations by GFR Media House Furniture & Appliance Stores Investment TOP 7 players represent 59% of House Furniture & Appliance Stores total investment.
  27. 27. TOP House Furniture & Appliance Stores Media Investment Newspapers and local TV are the preferred media to invest. 28 TOP Players investment: $6.8 MM Top players investment in newspapers $5.3MM Top players investment in TV $1.1MM Nielsen Adynamics – Jan – Dec 2013. Real investment calculations by GFR Media 16% 25% 13% 33% 1% 0% 0% 2% 0% 0% 0% 0% 0% 0% 81% 70% 77% 63% 95% 96% 100% 0% 0% 9% 0% 2% 0% 0%1% 0% 0% 0% 0% 4% 0% 0% 5% 1% 4% 2% 0% 0% Rooms To Go Muebleria Berrios Casa Pitusa Ashley Ahorro Muebles Koper Paos Local TV Paid TV Newspaper Radio Magazines Outdoor
  28. 28. Puerto Rico Market Audiences Overview 29
  29. 29. Media Consumption: 7.4% 17.1% 17.8% 24.1% 27.1% 49.6% 59.1% 79.3% 80.8% 91.2% 96.5% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% INTERNET WEBSITE- ANY RADIO STATION-PAST 7 DAYS INTERNET WEBSITE- ANY BROADCAST TV- PAST 7 DAYS MOVIE THEATER-PAST 30 DAYS MAGAZINE( MONTHY/WEEKLY/BI-WEEKLY)-READ ANY IN THE PAST 7 DAYS INTERNET WEBSITE-ANY NEWSPAPER- PAST 7 DAYS WATCHED PAID TV- PAST 7 DAYS INTERNET-ACCESSED PAST 7 DAYS Newspaper Cume anydailyaverage sat aver sun Outdoor Billboards seen past 7 days RADIO- LISTENED IN THE PAST 7 DAYS WATCHED LOCAL TV-PAST 7 DAYS Scarborough – PR Study – 2014 - 1 Newspapers have a 79% penetration in Puerto Rico 30
  30. 30. 61% 79% USA Puerto Rico ReaderShip USA Puerto Rico Scarborough – PR Study – 2014 – 1 USA. Newspapers Association of America. Past week newspaper print Media Consumption • Newspaper (Print) penetration in Puerto Rico is higher than USA by 30%. 31
  31. 31. DBMarketing-Analytics 94% GFR MEDIA MARKET SHARE GFR Media 2.1 Million readers Newspapers Market Share: Scarborough – PR Study – 2014 - 1 With GFR Media Newspapers, advertisers reach 2.1 million readers, which accounts for 94% of the total readers (18+) in Puerto Rico. 32
  32. 32. DBMarketing-Analytics Monday to Friday readership: 2,166,882 1,489,354 1,306,634 839,676 482,508 405,074 Any daily newspaper print edition El Nuevo Día Primera Hora El Vocero Índice Metro Monday to Friday Scarborough – PR Study – 2014 – 1. Cume readers M-F audiences are reached with GFR Media Newspapers. 33
  33. 33. DBMarketing-Analytics Weekend readership: Scarborough – PR Study – 2014 - 1 98% of weekend audiences are reached by GFR Media Newspapers. 1,011,916 994,200 Any Sunday newspaper print edition El Nuevo Día Sunday Readership 984,038 691,836 525,896 Any Saturday newspaper print edition (Current Release Only) El Nuevo Dia Primera Hora Saturday Readership 34
  34. 34. Source: ScarBorough, Release 1 & 2 2013 and 1 2014 2,167 1,489 1,307 840 405 483 0 500 1,000 1,500 2,000 2,500 2013-1 2013-2 2014-1 Thousands Cume Readership - Monday to Friday Any daily newspaper print edition El Nuevo Día Primera Hora El Vocero Metro Índice Newspapers Cume Readers Trends El Nuevo Dia leads newspapers readership 35
  35. 35. 1,489,354 69% of the market El Nuevo Día (END) Source: Scarborough 2014 -1 Cume Readers People 18+
  36. 36. 1,489,354 readers of Source: Scarborough 2014 -1 Cume Readers People 18+ • 53% are women • 53% are 25-54 years old • 53% have a Any College Degree or more (index: 110) • Bilingual (index: 108) • “white-collar” (index: 110) El Nuevo Día Leadership
  37. 37. 677,528 Readers do not read El Nuevo Día Source: Scarborough 2014 -1 Cume Readers People 18+ How to reach END Non-readers?
  38. 38. 446,166 66% of no readers of END are readers of Source: Scarborough 2014 -1 Cume Readers People 18+ Primera Hora captures the most END Non-Readers
  39. 39. 446,166 PH Readers, but END Non-Readers • 52% are women (index: 101) • 57% are 25-54 years old (index: 105) • They have an education level of high school or less (index: 104) • Have difficulties with english (index: 106) • “Blue-collar” (index: 112) Source: Scarborough 2014 -1 Cume Readers People 18+ Primera Hora (PH)
  40. 40. reach together an impressive majority of readers* 89% Reach & Source: Scarborough 2014 -1 Cume Readers People 18+ The Most Effective Combination
  41. 41. Source: Comscore GFR Media Digital Audiences: +29% Jan-2013 Jan-2014 4.9 MM +6.3 MM GFR Media unique browsers are growing steadily at a 29% rate YOY 4.6 MM+21% 3.8 MM 372K+1134% 25K 2.3 MM +35% 3.1 MM 42
  42. 42. Large Appliance From the audience perspective. 43
  43. 43. Large Appliance Stores Market in Puerto Rico 42.8% of Population 18+ shopped in any large appliance store Scarborough 2014 -1 Base: 1,207,156 Any large appliance store shopped 1,611,02 Did not shop for large appliances Any large appliance store shopped, 42.8% Did not shop for large appliances, 57.2%
  44. 44. Large Appliance Stores Market Share 10.9% 11.1% 11.6% 13.6% 14.1% 16.9% 25.4% 27.4% 34.5% 53.7% Costco Pitusa Muebles National Lumber & Hardware Mueblerías Berríos JCPenney The Home Depot Sam's Club Sears Kmart/Big K Walmart Scarborough 2014 -1 Base: 1,207,156 Any large appliance store shopped 1,611,02 Did not shop for large appliances
  45. 45. Large Appliance Stores Market in Puerto Rico El Nuevo Día Average Reader Primera Hora Average Reader Índice Average Reader El Vocero Average Reader Metro Average Reader Did not shop for large appliances 30.7% 25.4% 8.4% 14.0% 6.0% Any large appliance store shopped 35.8% 28.8% 8.5% 16.0% 7.4% Scarborough 2014 -1 Base: 1,207,156 Any large appliance store shopped 1,611,02 Did not shop for large appliances El Nuevo Día and Primera Hora are more effective newspapers in reaching any large appliance shoppers and none shoppers
  46. 46. Furniture and Mattress Stores Market in Puerto Rico 53.9 % of Population 18+ shopped in any furniture and mattress store Scarborough 2014 -1 Base: 1,519,666 Any furniture/mattress store shopped 1,611,02Did not shop for furniture/mattress Any furniture/mattress store shopped, 53.9% Did not shop for furniture/mattress, 46.1%
  47. 47. Furniture and Mattress Stores Market Share Scarborough 2014 -1 Base: 1,519,666 Any furniture/mattress store shopped 1,611,02Did not shop for furniture/mattress 6.5% 9.9% 13.9% 18.4% 21.1% 25.4% 26.0% 30.7% 37.3% 39.2% Rent-A-Center Rooms to Go Pitusa Muebles Costco National Lumber & Hardware JCPenney Mueblerías Berríos Sears The Home Depot Sam's Club
  48. 48. Furniture and Mattress Stores Market in Puerto Rico El Nuevo Día Average Reader Primera Hora Average Reader Índice Average Reader El Vocero Average Reader Metro Average Reader Any furniture/mattress store shopped 35.3% 26.8% 10.2% 15.9% 8.3% Did not shop for furniture/mattress 30.0% 26.9% 6.4% 13.7% 4.7% El Nuevo Día and Primera Hora are more effective newspapers in reaching any furniture and mattress shoppers and none shoppers Scarborough 2014 -1 Base: 1,519,666 Any furniture/mattress store shopped 1,611,02Did not shop for furniture/mattress
  49. 49. Large Appliance, Furniture and Mattress Stores Market in Puerto Rico El Nuevo Día and Primera Hora are more effective newspapers in reaching any household item bought in past 12 month El Nuevo Día Average Reader Primera Hora Average Reader Índice Average Reader El Vocero Average Reader Metro Average Reader Hardware, building, paint, lawn, garden items 36.5% 27.0% 9.0% 15.9% 7.0% Television 34.8% 32.2% 10.2% 16.1% 8.4% Furniture 40.1% 27.7% 9.4% 15.3% 7.4% Draperies, blinds, other window treatments 33.7% 28.4% 10.0% 16.5% 7.7% Other consumer electronics 36.5% 32.8% 11.0% 13.8% 7.7% Mattress 34.8% 19.7% 8.1% 8.4% 5.8% Carpeting or floor covering 33.7% 29.4% 12.0% 17.0% 7.2% Camera or accessories 36.2% 28.6% 11.0% 9.2% 8.5% Household items bought past 12 months Scarborough 2014 -1 people 18+
  50. 50. Large Appliance, Furniture and Mattress Stores Market in Puerto Rico El Nuevo Día and Primera Hora are more effective newspapers in reaching any household item bought in past 12 month El Nuevo Día Average Reader Primera Hora Average Reader Índice Average Reader El Vocero Average Reader Metro Average Reader Hardware, building, paint, lawn, garden items 36.5% 27.0% 9.0% 15.9% 7.0% Television 34.8% 32.2% 10.2% 16.1% 8.4% Furniture 40.1% 27.7% 9.4% 15.3% 7.4% Draperies, blinds, other window treatments 33.7% 28.4% 10.0% 16.5% 7.7% Other consumer electronics 36.5% 32.8% 11.0% 13.8% 7.7% Mattress 34.8% 19.7% 8.1% 8.4% 5.8% Carpeting or floor covering 33.7% 29.4% 12.0% 17.0% 7.2% Camera or accessories 36.2% 28.6% 11.0% 9.2% 8.5% Household items bought past 12 months Scarborough 2014 -1 people 18+
  51. 51. Large Appliance, Furniture and Mattress Stores Market in Puerto Rico El Nuevo Día and Primera Hora are more effective newspapers in reaching any amount spent in furniture and mattress bought in past 12 month Amount Spent furniture and mattress bought past 12 months El Nuevo Dia Average Reader Primera Hora Average Reader Índice Average Reader El Vocero Average Reader Metro Average Reader Amount spent in furniture bought past 12 month Furniture: Under $100 35.1% 13.9% 7.2% 12.6% 3.1% Furniture: $100 - $249 43.2% 25.5% 9.9% 16.6% 10.5% Furniture: $250 - $499 47.4% 33.2% 10.8% 20.1% 7.0% Furniture: $500 - $999 33.4% 30.2% 9.5% 12.5% 7.9% Furniture: $1,000 - $2,999 41.3% 27.4% 7.1% 16.9% 7.0% Furniture: $3,000 or more 56.1% 22.5% 16.9% 11.6% 5.4% Amount spent in mattress bought past 12 month Mattress: Under $100 23.4% 13.4% 10.4% 9.8% 6.2% Mattress: $100 - $249 37.6% 24.1% 10.4% 5.5% 2.1% Mattress: $250 - $499 54.7% 23.7% 4.8% 7.9% 6.3% Mattress: $500 - $999 28.0% 23.4% 7.9% 9.1% 10.2% Mattress: $1,000 - $2,999 46.4% 24.6% 2.8% 8.5% 5.5% Mattress: $3,000 or more 22.5% 4.3% 0.0% 12.1% 0.0% Scarborough 2014 -1 people 18+
  52. 52. Large Appliance, Furniture and Mattress Stores Market in Puerto Rico Amount Spent items bought past 12 months El Nuevo Dia Average Reader Primera Hora Average Reader Índice Average Reader El Vocero Average Reader Metro Average Reader Amount spent in Television bought past 12 month Television:Under $100 11.4% 33.5% 6.1% 15.9% 7.1% Television:$100 - $249 34.8% 38.5% 9.9% 18.7% 8.5% Television:$250 - $499 35.6% 29.8% 10.2% 16.4% 8.3% Television:$500 - $999 43.8% 29.9% 10.5% 14.8% 10.0% Television:$1,000 - $2,999 25.4% 24.3% 14.7% 6.9% 4.9% Television:$3,000 or more 48.6% 0.0% 0.0% 25.8% 0.0% Amount spent in Other consumer bought past 12 month Other consumer electronics:Under $100 38.7% 36.6% 8.8% 19.2% 5.5% Other consumer electronics:$100 - $249 29.8% 35.5% 12.3% 11.1% 5.6% Other consumer electronics:$250 - $499 33.8% 21.4% 5.1% 6.1% 8.6% Other consumer electronics:$500 - $999 43.5% 37.3% 17.7% 14.4% 17.0% Other consumer electronics:$1,000 - $2,999 53.6% 26.6% 24.0% 15.4% 17.2% Other consumer electronics:$3,000 or more 23.8% 19.7% 10.7% 5.0% 0.0% El Nuevo Día and Primera Hora are more effective newspapers in reaching any amount spent in Television and other consumer bought in past 12 month Scarborough 2014 -1 people 18+
  53. 53. Media used for shopping and buying decision process. 54
  54. 54. Large appliance store shoppers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process 57.5% 45.7% 39.1% 36.2% 24.2% 24.2% 21.4% 16.1% 7.6% 3.0% Weekly shoppers Newspaper Internet Local TV Cable or satellite TV Radio Promotions or visual displays within stores Magazines Outdoor media (billboards, etc.) Movie theater Any Large appliance Stores shopped past 12 months Scarborough 2014 -1 Base: 1,207,156 Any large appliance store shopped 1,611,02 Did not shop for large appliances
  55. 55. Non Large appliance store shoppers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 1,207,156 Any large appliance store shopped 1,611,02 Did not shop for large appliances 60.1% 45.4% 33.4% 26.8% 18.9% 18.6% 17.9% 7.8% 6.9% 3.1% Weekly shoppers Newspaper Local TV Internet Radio Promotions or visual displays within stores Cable or satellite TV Magazines Outdoor media (billboards, etc.) Movie theater Did not shop for large appliances stores past 12 months
  56. 56. Furniture/mattress Stores shoppers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process 60.5% 44.5% 37.6% 36.0% 22.9% 21.5% 20.8% 14.2% 7.4% 2.9% Weekly shoppers Newspaper Internet Local TV Cable or satellite TV Radio Promotions or visual displays within stores Magazines Outdoor media (billboards, etc.) Movie theater Any Furniture/mattress Stores shopped past 12 months Scarborough 2014 -1 Base: 1,519,666 Any furniture/mattress store shopped 1,611,02Did not shop for furniture/mattress
  57. 57. Non Furniture/mattress Stores shoppers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 1,519,666 Any furniture/mattress store shopped 1,611,02Did not shop for furniture/mattress 57.2% 46.6% 32.9% 25.5% 20.8% 18.7% 17.9% 8.0% 7.1% 3.2% Weekly shoppers Newspaper Local TV Internet Radio Promotions or visual displays within stores Cable or satellite TV Magazines Outdoor media (billboards, etc.) Movie theater Did not shop for furniture/mattress Stores shopped past 12 months
  58. 58. Media Usage buying decision-making process 59
  59. 59. Shoppers & Catalogs Source: Nielsen Adynamics – Jan – Dec. 60% 25% 14% 1% 0% 10% 20% 30% 40% 50% 60% 70% El Nuevo Día Primera Hora Vocero Índice # of Inserts 2013
  60. 60. END Readers’ Profile vs Large appliance store shoppers profile El Nuevo Dia: High penetration in well educated, San Juan region, upper socioeconomic level and income more than 25K 61Scarborough 2014 -1 Base: : 1,207,156 Any large appliance store shopped 1,489,354 END Cume readers Any large appliance store shopped El Nuevo Día Cume Readers El Nuevo Día Cume Readers Gender Men 51.6% 47.0% 100 Women 48.4% 53.0% 100 Age Age 18-24 15.9% 15.2% 112 Age 25 - 34 17.8% 18.9% 113 Age 35-49 27.1% 25.4% 101 Age 50-64 22.7% 22.7% 92 Age 65 or More 16.5% 17.8% 89 Education High School Graduate or Less 50.6% 45.1% 85 Some or Collage Degree 39.4% 43.9% 115 Some or Post graduate degree 10.0% 11.1% 125 Region Arecibo Region 9.6% 10.9% 101 Caguas Region 15.1% 14.2% 96 Mayagüez Region 14.2% 12.9% 89 Ponce Region 13.4% 12.7% 97 San Juan Metro Region 28.9% 30.7% 107 San Juan Sub Region 18.4% 18.1% 101 NSE Upper class 14.1% 13.8% 128 Upper/middle class 22.0% 23.1% 120 Middle/lower class 31.5% 31.6% 103 Lower class 32.4% 31.5% 80 Income Less than $10,000 18.9% 17.7% 83 $10,000 - $24,999 27.1% 29.7% 98 $25,000 - $34,999 18.9% 19.2% 105 $35,000 - $44,999 17.8% 16.0% 107 $45,000 - $74,999 11.9% 11.9% 112 $75,000 or more 5.4% 5.5% 127
  61. 61. PH Readers’ Profile vs Large appliance store shoppers profile Primera Hora: High penetration in Men, 25-49 , well educated, and middle socioeconomic level 62Scarborough 2014 -1 Base: : 1,207,156 Any large appliance store shopped 1,309,634 PH Cume Readers Any large appliance store shopped Any large appliance store shopped Primera Hora Cume Readers Primera Hora Cume Readers Gender Men 51.6% 110 47.3% 101 Women 48.4% 91 52.7% 99 Age Age 18-24 15.9% 118 13.4% 99 Age 25 - 34 17.8% 106 20.5% 123 Age 35-49 27.1% 108 29.1% 116 Age 50-64 22.7% 92 23.1% 93 Age 65 or More 16.5% 83 13.9% 70 Education High School Graduate or Less 50.6% 95 52.5% 99 Some or Collage Degree 39.4% 103 39.8% 105 Some or Post graduate degree 10.0% 113 7.7% 87 Region Arecibo Region 9.6% 88 10.1% 93 Caguas Region 15.1% 102 17.2% 117 Mayagüez Region 14.2% 97 15.1% 104 Ponce Region 13.4% 102 15.5% 118 San Juan Metro Region 28.9% 101 23.7% 83 San Juan Sub Region 18.4% 104 18.0% 101 NSE Upper class 14.1% 130 10.4% 96 Upper/middle class 22.0% 114 18.3% 95 Middle/lower class 31.5% 103 31.6% 103 Lower class 32.4% 83 39.7% 101 Income Less than $10,000 18.9% 88 22.7% 106 $10,000 - $24,999 27.1% 89 30.7% 101 $25,000 - $34,999 18.9% 103 19.3% 106 $35,000 - $44,999 17.8% 119 13.7% 91 $45,000 - $74,999 11.9% 112 10.0% 94 $75,000 or more 5.4% 125 3.7% 85
  62. 62. Indice Readers’ Profile vs Large appliance store shoppers profile Indice: High penetration in well educated and upper socioeconomic level 63Scarborough 2014 -1 Base: : 1,207,156 Any large appliance store shopped 482,508 Indice cume readers Any large appliance store shopped Índice Cume Readers Índice Cume Readers Gender Men 51.6% 45.0% 96 Women 48.4% 55.0% 104 Age Age 18-24 15.9% 17.1% 126 Age 25 - 34 17.8% 19.9% 119 Age 35-49 27.1% 29.7% 118 Age 50-64 22.7% 21.7% 88 Age 65 or More 16.5% 11.6% 58 Education High School Graduate or Less 50.6% 41.7% 79 Some or Collage Degree 39.4% 45.1% 118 Some or Post graduate degree 10.0% 13.2% 149 Region Arecibo Region 9.6% 6.3% 58 Caguas Region 15.1% 13.0% 88 Mayagüez Region 14.2% 12.5% 85 Ponce Region 13.4% 8.0% 61 San Juan Metro Region 28.9% 48.0% 168 San Juan Sub Region 18.4% 12.3% 69 NSE Upper class 14.1% 15.8% 146 Upper/middle class 22.0% 21.9% 113 Middle/lower class 31.5% 33.4% 109 Lower class 32.4% 28.9% 74 Income Less than $10,000 18.9% 14.1% 66 $10,000 - $24,999 27.1% 33.0% 109 $25,000 - $34,999 18.9% 20.3% 111 $35,000 - $44,999 17.8% 16.8% 112 $45,000 - $74,999 11.9% 9.7% 91 $75,000 or more 5.4% 6.1% 142
  63. 63. END Readers’ Profile vs Non large appliance store shoppers profile El Nuevo Dia: High penetration in women 64Scarborough 2014 -1 Base: : 1,611,02 Did not shop for large appliances 1,489,354 END Cume readers Did not shop for large appliances El Nuevo Día Cume Readers El Nuevo Día Cume Readers Gender Men 43.6% 47.0% 100 Women 56.4% 53.0% 100 Age Age 18-24 11.7% 15.2% 112 Age 25 - 34 15.9% 18.9% 113 Age 35-49 23.6% 25.4% 101 Age 50-64 26.3% 22.7% 92 Age 65 or More 22.5% 17.8% 89 Education High School Graduate or Less 54.9% 45.1% 85 Some or Collage Degree 37.1% 43.9% 115 Some or Post graduate degree 8.0% 11.1% 125 Region Arecibo Region 11.8% 10.9% 101 Caguas Region 14.4% 14.2% 96 Mayagüez Region 14.9% 12.9% 89 Ponce Region 12.9% 12.7% 97 San Juan Metro Region 28.4% 30.7% 107 San Juan Sub Region 17.3% 18.1% 101 NSE Upper class 8.4% 13.8% 128 Upper/middle class 17.3% 23.1% 120 Middle/lower class 30.1% 31.6% 103 Lower class 44.2% 31.5% 80 Income Less than $10,000 23.2% 17.7% 83 $10,000 - $24,999 32.9% 29.7% 98 $25,000 - $34,999 17.8% 19.2% 105 $35,000 - $44,999 12.9% 16.0% 107 $45,000 - $74,999 9.7% 11.9% 112 $75,000 or more 3.5% 5.5% 127
  64. 64. PH Readers’ Profile vs Non large appliance store shoppers profile Primera Hora: High penetration in middle socioeconomic level and lower income 65Scarborough 2014 -1 Base: : 1,611,02 Did not shop for large appliances 1,309,634 PH Cume Readers Did not shop for large appliances Primera Hora Cume Readers Primera Hora Cume Readers Gender Men 43.6% 47.3% 101 Women 56.4% 52.7% 99 Age Age 18-24 11.7% 13.4% 99 Age 25 - 34 15.9% 20.5% 123 Age 35-49 23.6% 29.1% 116 Age 50-64 26.3% 23.1% 93 Age 65 or More 22.5% 13.9% 70 Education High School Graduate or Less 54.9% 52.5% 99 Some or Collage Degree 37.1% 39.8% 105 Some or Post graduate degree 8.0% 7.7% 87 Region Arecibo Region 11.8% 10.1% 93 Caguas Region 14.4% 17.2% 117 Mayagüez Region 14.9% 15.1% 104 Ponce Region 12.9% 15.5% 118 San Juan Metro Region 28.4% 23.7% 83 San Juan Sub Region 17.3% 18.0% 101 NSE Upper class 8.4% 10.4% 96 Upper/middle class 17.3% 18.3% 95 Middle/lower class 30.1% 31.6% 103 Lower class 44.2% 39.7% 101 Income Less than $10,000 23.2% 22.7% 106 $10,000 - $24,999 32.9% 30.7% 101 $25,000 - $34,999 17.8% 19.3% 106 $35,000 - $44,999 12.9% 13.7% 91 $45,000 - $74,999 9.7% 10.0% 94 $75,000 or more 3.5% 3.7% 85
  65. 65. Indice Readers’ Profile vs Non Large appliance store shoppers profile Indice: High penetration in well educated and upper socioeconomic level 66Scarborough 2014 -1 Base: : 1,611,02 Did not shop for large appliances 482,508 Indice cume readers Did not shop for large appliances Índice Cume Readers Índice Cume Readers Gender Men 43.6% 45.0% 96 Women 56.4% 55.0% 104 Age Age 18-24 11.7% 17.1% 126 Age 25 - 34 15.9% 19.9% 119 Age 35-49 23.6% 29.7% 118 Age 50-64 26.3% 21.7% 88 Age 65 or More 22.5% 11.6% 58 Education High School Graduate or Less 54.9% 41.7% 79 Some or Collage Degree 37.1% 45.1% 118 Some or Post graduate degree 8.0% 13.2% 149 Region Arecibo Region 11.8% 6.3% 58 Caguas Region 14.4% 13.0% 88 Mayagüez Region 14.9% 12.5% 85 Ponce Region 12.9% 8.0% 61 San Juan Metro Region 28.4% 48.0% 168 San Juan Sub Region 17.3% 12.3% 69 NSE Upper class 8.4% 15.8% 146 Upper/middle class 17.3% 21.9% 113 Middle/lower class 30.1% 33.4% 109 Lower class 44.2% 28.9% 74 Income Less than $10,000 23.2% 14.1% 66 $10,000 - $24,999 32.9% 33.0% 109 $25,000 - $34,999 17.8% 20.3% 111 $35,000 - $44,999 12.9% 16.8% 112 $45,000 - $74,999 9.7% 9.7% 91 $75,000 or more 3.5% 6.1% 142
  66. 66. END Readers’ Profile vs Furniture and Mattress Stores profile 67Scarborough 2014 -1 Base: : 1,519,666 Any furniture/mattress store shopped 1,489,354 END Cume readers Any furniture/mattress store shopped Any furniture/mattress store shopped El Nuevo Día Cume Readers El Nuevo Día Cume Readers Gender Men 46.2% 98 47.0% 100 Women 53.8% 102 53.0% 100 Age Age 18-24 14.9% 111 15.2% 112 Age 25 - 34 18.3% 109 18.9% 113 Age 35-49 26.7% 107 25.4% 101 Age 50-64 23.7% 96 22.7% 92 Age 65 or More 16.4% 82 17.8% 89 Education High School Graduate or Less 48.7% 92 45.1% 85 Some or Collage Degree 41.3% 109 43.9% 115 Some or Post graduate degree 10.0% 113 11.1% 125 Region Arecibo Region 10.4% 96 10.9% 101 Caguas Region 15.0% 102 14.2% 96 Mayagüez Region 14.0% 96 12.9% 89 Ponce Region 11.6% 89 12.7% 97 San Juan Metro Region 29.6% 104 30.7% 107 San Juan Sub Region 19.0% 106 18.1% 101 NSE Upper class 14.4% 133 13.8% 128 Upper/middle class 22.7% 118 23.1% 120 Middle/lower class 30.9% 101 31.6% 103 Lower class 32.0% 82 31.5% 80 Income Less than $10,000 17.2% 80 17.7% 83 $10,000 - $24,999 27.6% 91 29.7% 98 $25,000 - $34,999 19.2% 105 19.2% 105 $35,000 - $44,999 17.4% 116 16.0% 107 $45,000 - $74,999 12.8% 120 11.9% 112 $75,000 or more 5.9% 135 5.5% 127 El Nuevo Dia: High penetration in well educated, San Juan region, upper socioeconomic level and income more than 25K
  67. 67. PH Readers’ Profile vs Furniture and Mattress Stores shoppers profile 68Scarborough 2014 -1 Base: 1,519,666 Any furniture/mattress store shopped 1,309,634 PH Cume Readers Any furniture/mattress store shopped Primera Hora Cume Readers Primera Hora Cume Readers Gender Men 46.2% 47.3% 101 Women 53.8% 52.7% 99 Age Age 18-24 14.9% 13.4% 99 Age 25 - 34 18.3% 20.5% 123 Age 35-49 26.7% 29.1% 116 Age 50-64 23.7% 23.1% 93 Age 65 or More 16.4% 13.9% 70 Education High School Graduate or Less 48.7% 52.5% 99 Some or Collage Degree 41.3% 39.8% 105 Some or Post graduate degree 10.0% 7.7% 87 Region Arecibo Region 10.4% 10.1% 93 Caguas Region 15.0% 17.2% 117 Mayagüez Region 14.0% 15.1% 104 Ponce Region 11.6% 15.5% 118 San Juan Metro Region 29.6% 23.7% 83 San Juan Sub Region 19.0% 18.0% 101 NSE Upper class 14.4% 10.4% 96 Upper/middle class 22.7% 18.3% 95 Middle/lower class 30.9% 31.6% 103 Lower class 32.0% 39.7% 101 Income Less than $10,000 17.2% 22.7% 106 $10,000 - $24,999 27.6% 30.7% 101 $25,000 - $34,999 19.2% 19.3% 106 $35,000 - $44,999 17.4% 13.7% 91 $45,000 - $74,999 12.8% 10.0% 94 $75,000 or more 5.9% 3.7% 85 Primera Hora: High penetration in 25-49 , well educated, and middle socioeconomic level
  68. 68. Indice Readers’ Profile vs Furniture and Mattress Stores profile 69Scarborough 2014 -1 Base: : 1,519,666 Any furniture/mattress store shopped 482,508 Indice cume readers Any furniture/mattress store shopped Índice Cume Readers Índice Cume Readers Gender Men 46.2% 45.0% 96 Women 53.8% 55.0% 104 Age Age 18-24 14.9% 17.1% 126 Age 25 - 34 18.3% 19.9% 119 Age 35-49 26.7% 29.7% 118 Age 50-64 23.7% 21.7% 88 Age 65 or More 16.4% 11.6% 58 Education High School Graduate or Less 48.7% 41.7% 79 Some or Collage Degree 41.3% 45.1% 118 Some or Post graduate degree 10.0% 13.2% 149 Region Arecibo Region 10.4% 6.3% 58 Caguas Region 15.0% 13.0% 88 Mayagüez Region 14.0% 12.5% 85 Ponce Region 11.6% 8.0% 61 San Juan Metro Region 29.6% 48.0% 168 San Juan Sub Region 19.0% 12.3% 69 NSE Upper class 14.4% 15.8% 146 Upper/middle class 22.7% 21.9% 113 Middle/lower class 30.9% 33.4% 109 Lower class 32.0% 28.9% 74 Income Less than $10,000 17.2% 14.1% 66 $10,000 - $24,999 27.6% 33.0% 109 $25,000 - $34,999 19.2% 20.3% 111 $35,000 - $44,999 17.4% 16.8% 112 $45,000 - $74,999 12.8% 9.7% 91 $75,000 or more 5.9% 6.1% 142 Indice: High penetration In women, well educated and upper socioeconomic level
  69. 69. END Readers’ Profile vs Non Furniture and Mattress Stores profile 70Scarborough 2014 -1 Base: 1,611,02Did not shop for furniture/mattress 1,489,354 END Cume readers Did not shop for furniture/mattress El Nuevo Día Cume Readers El Nuevo Día Cume Readers Gender Men 48.0% 47.0% 100 Women 52.0% 53.0% 100 Age Age 18-24 11.8% 15.2% 112 Age 25 - 34 14.9% 18.9% 113 Age 35-49 23.2% 25.4% 101 Age 50-64 26.0% 22.7% 92 Age 65 or More 24.1% 17.8% 89 Education High School Graduate or Less 58.2% 45.1% 85 Some or Collage Degree 34.2% 43.9% 115 Some or Post graduate degree 7.6% 11.1% 125 Region Arecibo Region 11.3% 10.9% 101 Caguas Region 14.3% 14.2% 96 Mayagüez Region 15.2% 12.9% 89 Ponce Region 14.9% 12.7% 97 San Juan Metro Region 27.4% 30.7% 107 San Juan Sub Region 16.5% 18.1% 101 NSE Upper class 6.6% 13.8% 128 Upper/middle class 15.3% 23.1% 120 Middle/lower class 30.5% 31.6% 103 Lower class 47.5% 31.5% 80 Income Less than $10,000 26.3% 17.7% 83 $10,000 - $24,999 33.7% 29.7% 98 $25,000 - $34,999 17.2% 19.2% 105 $35,000 - $44,999 12.1% 16.0% 107 $45,000 - $74,999 8.1% 11.9% 112 $75,000 or more 2.5% 5.5% 127 El Nuevo Dia: High penetration in men
  70. 70. PH Readers’ Profile vs Non Furniture and Mattress Stores shoppers profile 71Scarborough 2014 -1 Base: 1,611,02Did not shop for furniture/mattress 1,309,634 PH Cume Readers Did not shop for furniture/mattress Primera Hora Cume Readers Primera Hora Cume Readers Gender Men 48.0% 47.3% 101 Women 52.0% 52.7% 99 Age Age 18-24 11.8% 13.4% 99 Age 25 - 34 14.9% 20.5% 123 Age 35-49 23.2% 29.1% 116 Age 50-64 26.0% 23.1% 93 Age 65 or More 24.1% 13.9% 70 Education High School Graduate or Less 58.2% 52.5% 99 Some or Collage Degree 34.2% 39.8% 105 Some or Post graduate degree 7.6% 7.7% 87 Region Arecibo Region 11.3% 10.1% 93 Caguas Region 14.3% 17.2% 117 Mayagüez Region 15.2% 15.1% 104 Ponce Region 14.9% 15.5% 118 San Juan Metro Region 27.4% 23.7% 83 San Juan Sub Region 16.5% 18.0% 101 NSE Upper class 6.6% 10.4% 96 Upper/middle class 15.3% 18.3% 95 Middle/lower class 30.5% 31.6% 103 Lower class 47.5% 39.7% 101 Income Less than $10,000 26.3% 22.7% 106 $10,000 - $24,999 33.7% 30.7% 101 $25,000 - $34,999 17.2% 19.3% 106 $35,000 - $44,999 12.1% 13.7% 91 $45,000 - $74,999 8.1% 10.0% 94 $75,000 or more 2.5% 3.7% 85 Primera Hora: High penetration in men middle and lower income
  71. 71. Indice Readers’ Profile vs Non Furniture and Mattress Stores profile 72Scarborough 2014 -1 Base: : 1,611,02 Did not shop for furniture/mattress 482,508 Indice cume readers Did not shop for furniture/mattress Índice Cume Readers Índice Cume Readers Target % Target % Index Base Total 100.0% 100.0% 100 Gender Men 48.0% 45.0% 96 Women 52.0% 55.0% 104 Age Age 18-24 11.8% 17.1% 126 Age 25 - 34 14.9% 19.9% 119 Age 35-49 23.2% 29.7% 118 Age 50-64 26.0% 21.7% 88 Age 65 or More 24.1% 11.6% 58 Education High School Graduate or Less 58.2% 41.7% 79 Some or Collage Degree 34.2% 45.1% 118 Some or Post graduate degree 7.6% 13.2% 149 Region Arecibo Region 11.3% 6.3% 58 Caguas Region 14.3% 13.0% 88 Mayagüez Region 15.2% 12.5% 85 Ponce Region 14.9% 8.0% 61 San Juan Metro Region 27.4% 48.0% 168 San Juan Sub Region 16.5% 12.3% 69 NSE Upper class 6.6% 15.8% 146 Upper/middle class 15.3% 21.9% 113 Middle/lower class 30.5% 33.4% 109 Lower class 47.5% 28.9% 74 Income Less than $10,000 26.3% 14.1% 66 $10,000 - $24,999 33.7% 33.0% 109 $25,000 - $34,999 17.2% 20.3% 111 $35,000 - $44,999 12.1% 16.8% 112 $45,000 - $74,999 8.1% 9.7% 91 $75,000 or more 2.5% 6.1% 142
  72. 72. Circulation 73
  73. 73. Certified Circulation: Monday to Friday EL Nuevo Dia is the leader in Circulation for all PAID newspapers and Indice for NON PAID newspapers. Sources: Alliance for audited media. Certfified Audit of Circulations 177,509 107,394 122,523 112,774 91,712 Paid Free +70K SUROESTE 74
  74. 74. Certified Circulation: Saturday-Sunday Sources: Alliance for audited media. Certfified Audit of Circulations 177,979 92,163 SATURDAY 207,659 SUNDAY GFR Media is the leader in Circulation on Saturdays and Sundays 75
  75. 75. Thank You 76
  76. 76. Addendum 77
  77. 77. ¡Impresos que impresionan!
  78. 78. Advanced Graphic Printing is the largest commercial printing company in Puerto Rico and the Caribbean. We are dedicated to bring solutions to our customers through 4 key attributes. Who we are…
  79. 79. •AGP is the largest and technologically advanced printing company in Puerto Rico & the Caribbean •Pre press system (VCC) provides color and imposition proofs that will match your final printed product every time •In press cameras, assure register and color accuracy Printing Quality & Innovation
  80. 80. We operate 24 hours a day Fast turnaround AGP Online color approval Island wide & Caribbean delivery Speed
  81. 81. •AGP meets all your printing needs… •3 Web Presses •2 Sheetfed Presses •Finishing equipment includes: • 2 Folders, 3 Saddle-Stitchers, 1 Perfect Binder, die cutter Flexibility
  82. 82. •Armed 24 hour security officers in all our facilities •Controlled access to the building, internal & surrounding areas •All employees have a Personal Employee ID/Access card •Proximity access is controlled according to areas of responsibility Security All our production process is monitored by CCTV System CCTV monitoring facility is located at GFR Media It is monitored 24/7 by FRG Security Only FRG Security has access to the videos recorded by our cameras
  83. 83. DBMarketing-Analytics Our Products “Shoppers” / Circulars Books & Magazines Direct Mail material Directories Posters Inserts Catalogs Press Kits Calendars …and many more
  84. 84. DBMarketing-Analytics Some of our Valued Customers:
  85. 85. DBMarketing-Analytics Benefits for You! “One stop shopping” for all your commercial printing needs State of the art technology that provides consistent quality, speed and cost efficiencies Security & Confidentiality Personalized customer service Flexibility to meet your special needs
  86. 86. DBMarketing-Analytics Certified Minority Business Enterprise … or visit us at www.agppr.com ADVANCED GRAPHIC PRINT,ING INC Has met the requirements for certification as a bona fide Minority Business Enterprise as defined by the National Minority Supplier Development Council, Inc.® (NMSDC®) and as adopted by the Puerto Rico Minority Supplier Development Council
  87. 87. DBMarketing-Analytics Contact Information: Suzette M. Jiménez Sales & Marketing Director suzette.jimenez@agppr.com Phone (787) 641-5400, ext. 6019 or 6017 Fax (787) 641-4477 Mobile (787) 925-8088 www.agppr.com Joel Acevedo VP & General Manager jacevedo@agppr.com Phone (787) 641-5400, ext. 6020 or 6021 Fax (787) 641-4477 Mobile (787) 368-2813 www.agppr.com
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