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The Convergence of Business and Religion:Creating Successful Marketing with Consumer Behavior Insights<br />NRB Research S...
Agenda<br /><ul><li>Scarborough Summary
Attributes of the Religious Media Consumer in the US
Focus on Identifying and Protecting The Core Audience
A Closer Look Inside America
Identify Growth Areas and Capitalize on Them
Leverage Strong Categories
Summary to Create Successful Marketing</li></li></ul><li>Scarborough Summary<br /><ul><li>Comprehensive, syndicated survey...
Two levels of service:
Over 120 Local Markets Measured
National & Regional Studies
Annual sample of Over 220,000+ Adults (18+)  across the US</li></ul>Two Studies Used For This Presentation<br />	Scarborou...
3,500+ clients across media, agencies, advertisers and sports
Partnership between The Nielsen Company and Arbitron, Inc.</li></ul>Source: Scarborough Syndicated Services 2011 <br />
Defining the Religious Media Consumer <br />
Defining the Religious Media Consumer <br />How Scarborough Measures Religious Attributes<br />TV Genre: TV Programs Typic...
Understanding Estimates<br />Three Primary Research Estimates<br />Persons: Represents Total Unique People<br />For Radio ...
The Universe of the US Religious Media Consumer <br />TV Genre: TV Programs Typically Watch<br />Religious<br />Radio Form...
Distinct Audience  <br />The Religious Media Consumer  Composition <br />Source of Religious Programming Used by Audience<...
Religious  Format  Ranking  Among  Religious Radio Listeners<br />Source: Scarborough USA+ Release 2, 2010<br />
The Religious Media Consumer <br />Household Characteristics<br />29.8% with 2+ in Household<br />5+ in HH For Just Radio:...
The Religious Media Consumer <br />Financial Contributions<br />Religious Media Consumers support financial giving to reli...
Technology and the Religious Media Consumer <br />Media Websites- Opportunities<br />Religious Media Consumers ARE engaged...
Know  and  protect  THE  core<br />
Identifying Stronger Audience Segments<br />Focus on Retention<br />Source: Scarborough USA+ Release 2, 2010<br />
Understanding the Core Audience <br />The Religious Media Consumer <br />Source: Scarborough USA+ Release 2, 2010<br />
Understanding the Core Audience <br />The Religious Media Consumer <br />Top 3 Reasons Not Employed<br />	Retired: 		26%<b...
Retaining  Audience  Within  Stronger  SegmentsFinding ideas for content, partnerships, events, promotions<br />Recreation...
Retaining  Audience  Within  Stronger  SegmentsFinding ideas for content, partnerships, events, promotions<br />Index =137...
Examining Listeners/Viewers by Region<br />The Religious Media Consumer <br />NORTHEAST<br />WEST<br /> 17%<br />18%<br />...
Examining Radio Formats by Religious Programming<br />NORTHEAST<br />WEST<br /> 17%<br />18%<br />12%<br />37%<br />MIDWES...
Examining Audience/Contributors by Region<br />PERCENT OF TOTAL ADULTS IN U.S.<br />PERCENT OF LISTENERS/VIEWERS <br />PER...
A Look at Top Markets in the US<br />Top Ten Markets by Percent  of Religious Media Consumers <br />Designated Market Area...
Contributor Presence in Local Markets<br />Top 10 Markets Ranked by Percent Households  Contributing to Religious Organiza...
Birmingham, AL<br />A Closer Look Inside America<br />
The Religious Media Consumer in Birmingham<br />NRB  Audience<br />Residence County Map<br />Horizontal%<br />Source: Birm...
A Closer Look Inside America<br />Birmingham, AL<br />Over 1/3  or 493 MM Adults in B-ham Consume Religious Media  <br />1...
64% Financially Support Religious Organizations</li></ul>Index<br />Horz.%<br />281<br />    118<br />112<br />Source: Bir...
A Closer Look Inside America<br />Birmingham, AL<br />The Religious Media Consumer <br />Online Actionable Facts<br />Sour...
A Closer Look Inside America<br />Birmingham, AL<br />The Religious Media Consumer <br />Connecting Beyond Media<br />Sour...
A Closer Look Inside America<br />Birmingham, AL<br />The Religious Media Consumer <br />Newspaper Sections Read<br />Sour...
A Closer Look Inside America<br />Birmingham, AL<br />The Religious Media Consumer <br />Opportunities With Political Topi...
Identify  growth  areas<br />
Segments Essential for Growth<br />Focus on Opportunity<br />Source: Scarborough USA+ Release 2, 2010<br />
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NRB Research Symposium - Howard Goldberg

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Transcript of "NRB Research Symposium - Howard Goldberg"

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