NRB Research Symposium - Howard Goldberg

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  • 1. The Convergence of Business and Religion:Creating Successful Marketing with Consumer Behavior Insights
    NRB Research Symposium
    June 28 – 29th
    Orlando, FL
    Howard Goldberg
    SVP, Radio and Advertiser Agency
    Scarborough Research
  • 2. Agenda
    • Scarborough Summary
    • 3. Attributes of the Religious Media Consumer in the US
    • 4. Focus on Identifying and Protecting The Core Audience
    • 5. A Closer Look Inside America
    • 6. Identify Growth Areas and Capitalize on Them
    • 7. Leverage Strong Categories
    • 8. Summary to Create Successful Marketing
  • Scarborough Summary
    • Comprehensive, syndicated survey of consumer behavior
    • 9. Two levels of service:
    • 10. Over 120 Local Markets Measured
    • 11. National & Regional Studies
    • 12. Annual sample of Over 220,000+ Adults (18+) across the US
    Two Studies Used For This Presentation
    Scarborough USA+ R2 2010 (Aug 09 – Sept. 10)
    Scarborough Birmingham AL R1 2011 (Mar 10 – Feb 2011)
    • Over 2000 categories and brand; measuring demographics, shopping, retail behavior, product consumption, entertainment, leisure, lifestyles and media usage
    • 13. 3,500+ clients across media, agencies, advertisers and sports
    • 14. Partnership between The Nielsen Company and Arbitron, Inc.
    Source: Scarborough Syndicated Services 2011
  • 15. Defining the Religious Media Consumer
  • 16. Defining the Religious Media Consumer
    How Scarborough Measures Religious Attributes
    TV Genre: TV Programs Typically Watch
    Religious
    Radio Format: Self Reported to Arbitron
    Contemporary Christian, Religious, Contemporary Inspirational, Gospel,
    Southern Gospel, Spanish Religious,
    Christian Adult Contemporary*
    Organizations HH Contributed Money to/Past Year:
    Religious
    *New for 2011
    Source: Scarborough Syndicated Service 2011
  • 17. Understanding Estimates
    Three Primary Research Estimates
    Persons: Represents Total Unique People
    For Radio & TV aka: Cume
    For Advertisers aka: Consumers or Shoppers
    Percent: Represents Total Unique Persons as a %
    This is a percent of the universe (typically A18+ population) or a % of a selected measure(% of radio listeners, or % of Working Moms)
    Index: A Measure Using 100 As The Baseline
    Numbers can be above 100, say 120 to reflect strength above the universe average or below 100 reflecting deficiency against the universe, say 85.
  • 18. The Universe of the US Religious Media Consumer
    TV Genre: TV Programs Typically Watch
    Religious
    Radio Format: Self Reported to Arbitron
    Contemporary Christian, Religious, Contemporary Inspirational, Gospel,
    Southern Gospel, Spanish Religious,
    Christian Adult Contemporary*
    42.3 Million Adults or over 18% of the US Population
    - 10.9% Listening to Religious Radio Programming
    - 10.7% Watching Religious TV Programming
    Source: Scarborough USA+ Release 2, 2010
  • 19. Distinct Audience
    The Religious Media Consumer Composition
    Source of Religious Programming Used by Audience
    Source: Scarborough USA+ Release 2, 2010
  • 20. Religious Format Ranking Among Religious Radio Listeners
    Source: Scarborough USA+ Release 2, 2010
  • 21. The Religious Media Consumer
    Household Characteristics
    29.8% with 2+ in Household
    5+ in HH For Just Radio: 120 index
    5+ in HH For Just TV: 80 index
    Radio provides a stronger opportunity to expanding religious programming to others in HH.
    Source: Scarborough USA+ Release 2, 2010
  • 22. The Religious Media Consumer
    Financial Contributions
    Religious Media Consumers support financial giving to religious organizations, where else are these consumers giving?
    64% Religious Organizations
    26% Other Organizations
    15% Healthcare Medical
    14.6% Social/Welfare
    9.2% Political
    5.7% Arts Cultural
    4.8% Environmental
    Source: Scarborough USA+ Release 2, 2010
  • 23. Technology and the Religious Media Consumer
    Media Websites- Opportunities
    Religious Media Consumers ARE engaged with the web
    28% visit a TV station website (index 96)
    23% visit a newspaper website (index 85)
    13% visit a radio station website (index 97)
    Source: Scarborough USA+ Release 2, 2010
  • 24. Know and protect THE core
  • 25. Identifying Stronger Audience Segments
    Focus on Retention
    Source: Scarborough USA+ Release 2, 2010
  • 26. Understanding the Core Audience
    The Religious Media Consumer
    Source: Scarborough USA+ Release 2, 2010
  • 27. Understanding the Core Audience
    The Religious Media Consumer
    Top 3 Reasons Not Employed
    Retired: 26%
    Homemaker: 10%
    Disabled: 8%
    Source: Scarborough USA+ Release 2, 2010
  • 28. Retaining Audience Within Stronger SegmentsFinding ideas for content, partnerships, events, promotions
    Recreation/Hobbies
    Events Attended/Places Visited
    Source: Scarborough USA+ Release 2, 2010
  • 29. Retaining Audience Within Stronger SegmentsFinding ideas for content, partnerships, events, promotions
    Index =137
    Index =150
    Index =133
    Index =150
    Index =136
    Index =130
    Index =115
    Index =152
    Index =143
    Index =144
    Index =117
    Index =123
    Source: Scarborough USA+ Release 2, 2010
  • 30. Examining Listeners/Viewers by Region
    The Religious Media Consumer
    NORTHEAST
    WEST
    17%
    18%
    12%
    18%
    MIDWEST
    18%
    22%
    18%
    23%
    24%
    23%
    20%
    22%
    SOUTH
    41%
    37%
    37%
    50%
    PERCENT OF TOTAL ADULTS IN U.S.
    Source: Scarborough USA+ Release 2, 2010
  • 31. Examining Radio Formats by Religious Programming
    NORTHEAST
    WEST
    17%
    18%
    12%
    37%
    MIDWEST
    18%
    22%
    18%
    64%
    24%
    23%
    20%
    64%
    SOUTH
    Contemporary Christian & Religious Top Formats across regions
    41%
    44%
    37%
    50%
    % of Contemporary Christian
    Listeners by Region
    Source: Scarborough USA+ Release 2, 2010
  • 32. Examining Audience/Contributors by Region
    PERCENT OF TOTAL ADULTS IN U.S.
    PERCENT OF LISTENERS/VIEWERS
    PERCENT OF HHLDS CONTRIBUTING TO RELIGIOUS ORGANIZATIONS
    US CENSUS REGION
    WEST
    Growth
    Growth
    23%
    18%
    18%
    MIDWEST
    22%
    20%
    24%
    SOUTH
    37%
    Growth
    50%
    41%
    NORTHEAST
    18%
    12%
    17%
    Source: Scarborough USA+ Release 2, 2010
  • 33. A Look at Top Markets in the US
    Top Ten Markets by Percent of Religious Media Consumers
    Designated Market Area (DMA):
    Arbitron Metro Area:
    Source: Scarborough USA+ Release 2, 2010
  • 34. Contributor Presence in Local Markets
    Top 10 Markets Ranked by Percent Households Contributing to Religious Organization Past Yr.
    Designated Market Area (DMA):
    Arbitron Metro Area:
    Source: Scarborough USA+ Release 2, 2010
  • 35. Birmingham, AL
    A Closer Look Inside America
  • 36. The Religious Media Consumer in Birmingham
    NRB Audience
    Residence County Map
    Horizontal%
    Source: Birmingham R1 2011
  • 37. A Closer Look Inside America
    Birmingham, AL
    Over 1/3 or 493 MM Adults in B-ham Consume Religious Media
    16% engage with Religious Oriented Radio Formats
    22% watch Religious TV Programming
    • Mean Age: 49 and 12% more likely to be Female
    • 38. 64% Financially Support Religious Organizations
    Index
    Horz.%
    281
    118
    112
    Source: Birmingham R1 2011
  • 39. A Closer Look Inside America
    Birmingham, AL
    The Religious Media Consumer
    Online Actionable Facts
    Source: Birmingham R1 2011
  • 40. A Closer Look Inside America
    Birmingham, AL
    The Religious Media Consumer
    Connecting Beyond Media
    Source: Birmingham R1 2011
  • 41. A Closer Look Inside America
    Birmingham, AL
    The Religious Media Consumer
    Newspaper Sections Read
    Source: Birmingham R1 2011
  • 42. A Closer Look Inside America
    Birmingham, AL
    The Religious Media Consumer
    Opportunities With Political Topics
    Source: Birmingham R1 2011
  • 43. Identify growth areas
  • 44. Segments Essential for Growth
    Focus on Opportunity
    Source: Scarborough USA+ Release 2, 2010
  • 45. Growing Audience Within Softer SegmentsFinding ideas for content, partnerships, events, promotions
    Recreation/Hobbies
    Events Attended/Places Visited
    Source: Scarborough USA+ Release 2, 2010
  • 46. Growing Audience Within Softer SegmentsFinding ideas for content, partnerships, events, promotions
    Index =162
    Index =124
    Index =131
    Index =142
    Index =130
    Index =118
    Index =116
    Index =158
    Index =185
    Index =144
    Index =196
    Index =195
    Source: Scarborough USA+ Release 2, 2010
  • 47. Leverage strong categories
  • 48. Connecting Advertisers with Audience
    Religious Media Consumers exceed national
    norms for purchasing these items.
    Estimated Spending Past 12 Months
    $879 Million
    $2.7 Billion
    $4.2 Billion
    $2.0 Billion
    $1.5 Billion
    $3.2 Billion
    $1.1 Billion
    $1.5 Billion
    Source: Scarborough USA+ Release 2, 2010
  • 49. Connecting Advertisers with Audience
    Source: Scarborough USA+ Release 2, 2010
  • 50. Connecting Advertisers with Audience
    Source: Scarborough USA+ Release 2, 2010
  • 51. Connecting Advertisers with Audience
    The Religious Media Consumer
    Source: Scarborough USA+ Release 2, 2010
  • 52. Summary For successful marketing!
  • 53. Create Successful Marketing With Consumer Behavior Insights
    Connect with and protect the core audience
    Develop programs to build up weaker audience segments
    Consider lifestyle indicators in addition to demographics when evaluating opportunities for Promotions, Events, and Partnerships
    Identify advertisers and partners that are a good fit with the special strengths of the audience
  • 54. Other Consumer Behaviors That Can Be Explored
    Wireless/cell
    Amount Spent
    Carriers
    Ways used
    Automotive
    Ownership type
    New &Pre-owned vehicle purchases
    Automotive after-market/ repair
    Attributes important when buying a car
    Telephone/Long Distance
    Financial
    Banking
    Investments
    Credit cards
    Retail
    Department Stores/Malls
    Book/Toy/Pet/Clothing/Florists stores
    Jewelry/Music/Home stores
    Online/Internet behavior
    Add’l Media
    Consumption
    Heaviness
    Types
    Beverages
    Health and Welfare
    Insurance
    Medications and non RX purchases
    Contacts/Glasses
    Grocery and convenience stores
    Restaurants
    Source: Scarborough Syndicated Services 2011
  • 55. Free resources . . .
    Scarborough City Rank
    http://www.weknowthelocals.com/
    Scarborough Press Releases
    http://www.scarborough.com/press.php
    Scarborough Free Studies
    http://www.scarborough.com/freeStudies.php
  • 56. Thank You, Questions
    Howard Goldberg
    SVP, Radio and Agency Services
    hgoldberg@scarborough.com
    www.scarborough.com