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Categories super markets_vf

  1. 1. INDUSTRY CATEGORY REPORT RETAIL – GROCERY 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 In Puerto Rico 2013 The retail category spends $102MM in advertising a year 20 Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media Rate Card $270 millions Retail Real Investment $102 millions
  20. 20. DBMarketing-Analytics Retail Category Newspapers are the preferred media investment (50%) of the category 21 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
  21. 21. 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% 22Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
  22. 22. Grocery stores Category Real category advertising investment is $15MM a year Even though advertising investment increase by 8%, Newspapers investment grew 2% 23Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media 15,261,968 10,245,314 4,335,662 457,242 218,085 5,666 0 14,161,914 9,997,201 3,607,434 407,888 92,121 15,673 41,597 Grand Total Newspaper Local TV Radio Outdoor Magazines Paid TV Total Grocery Store 2013 Total Grocery Store 2012
  23. 23. Grocery Store Investment 24 Nielsen Adynamics – Jan – Dec 2013. Real investment calculations by GFR Media TOP 9 players represent 61% of Grocery stores total investment. 4,152,218 1,080,804 977,973 908,618 717,993 536,838 481,758 351,178 30,083 Econo Pueblo Amigo Supermax Sams Ralphs Mr Special walmart Costco
  24. 24. Top Grocery Stores Media Investment Newspapers and local TV are the preferred media to invest. 25 Top Players investment: $9.2MM Top players investment in newspapers $6.2 MM Top players investment in TV $2.4MM Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media 42% 13% 12% 6% 3% 0% 11% 85% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 53% 83% 88% 92% 88% 80% 74% 15% 100% 5% 0% 0% 0% 7% 6% 13% 0% 0%0% 0% 0% 0% 0% 0% 0% 0% 0%0% 3% 0% 2% 1% 14% 2% 0% 0% Econo Pueblo Amigo Supermax Sams Ralphs Mr Special walmart Costco Local TV Paid TV Newspaper Radio Magazines Outdoor *Walmart investment only include supermarket investment
  25. 25. Puerto Rico Market Audiences Overview 26
  26. 26. 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 27
  27. 27. 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%. 28
  28. 28. 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. 29
  29. 29. 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. 30
  30. 30. 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 31
  31. 31. 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 32
  32. 32. 1,489,354 69% of the market El Nuevo Día (END) Source: Scarborough 2014 -1 Cume Readers People 18+
  33. 33. 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
  34. 34. 677,528 Readers do not read El Nuevo Día Source: Scarborough 2014 -1 Cume Readers People 18+ How to reach END Non-readers?
  35. 35. 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
  36. 36. 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)
  37. 37. reach together an impressive majority of readers* 89% Reach & Source: Scarborough 2014 -1 Cume Readers People 18+ The Most Effective Combination
  38. 38. 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 39
  39. 39. Grocery Stores From the audience perspective. 40
  40. 40. Grocery Stores Market in Puerto Rico 98.2 % of Population 18+ Shopped in any grocery stores past 7 days Scarborough 2014 -1 Base: 2,766,616 Any grocery Store shopped past 7 days 51,564 Did not Shop Any grocery store shopped, 98.2% Did not shop, 1.8%
  41. 41. Grocery Store Market Share Econo, 58.2% Walmart, 35.7% Sam's Club, 31.1% Amigo, 25.6% Supermercados Selectos, 17.1% Supermax, 12.9% Mr. Special, 12.3% Kmart, 12.2% Ralph's Food Warehouse, 11.3% Costco, 11.1% Scarborough 2014 -1 Base: 2,766,616 Any grocery Store shopped past 7 days 51,564 Did not Shop
  42. 42. Grocery Stores Market in Puerto Rico El Nuevo Día and Primera Hora are more effective newspapers in reaching Groceries Store shoppers or non shoppers. El Nuevo Dia Average Readers Primera Hora Average Reader Índice Average Readers El vocero Average Reader Metro Average Reader Any grocery Store shopped past 7 days 32.8% 26.9% 8.6% 14.9% 6.6% Did not shop 38.1% 22.7% 0.0% 15.1% 5.4% Scarborough 2014 -1 Base: 2,766,616 Any grocery Store shopped past 7 days 51,564 Did not Shop
  43. 43. Media used for shopping and buying decision process. 44
  44. 44. Any Grocery Store buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 2,766,616 Any grocery store buyers 51,564 Did not buy any grocery stores buyers 59.4% 46.1% 34.5% 31.9% 21.0% 20.6% 20.1% 11.2% 7.3% 2.9% Weekly shoppers Newspaper Local TV Internet Radio Cable or satellite TV Promotions or visual displays within stores Magazines Outdoor media (billboards, etc.) Movie theater Any Grocery stores shopped past 7 days
  45. 45. Grocery non buyers consider Internet, Local Tv and Weekly Shoppers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 2,766,616 Any grocery store buyers 51,564 Did not buy any grocery stores buyers 41.3% 41.2% 36.6% 28.8% 20.3% 18.9% 15.8% 9.4% 4.8% 0.6% Internet Local TV Weekly shoppers Radio Cable or satellite TV Magazines Newspaper Movie theater Promotions or visual displays within stores Outdoor media (billboards, etc.) Did Not Shop Any Grocery stores past 7 days
  46. 46. Walmart buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 989,858 Walmart store buyers 64.9% 48.4% 45.8% 35.1% 25.3% 24.4% 24.2% 15.9% 9.2% 3.9% Weekly shoppers Newspaper Internet Local TV Cable or satellite TV Promotions or visual displays within stores Radio Magazines Outdoor media (billboards, etc.) Movie theater Walmart
  47. 47. Amigo buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 708,546 Amigo buyers 55.1% 45.7% 38.4% 34.8% 24.3% 22.9% 17.2% 13.1% 6.8% 4.4% Weekly shoppers Newspaper Internet Local TV Cable or satellite TV Radio Promotions or visual displays within stores Magazines Outdoor media (billboards, etc.) Movie theater Amigo
  48. 48. Kmart buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 758,360 Kmart Store buyers 60.4% 51.6% 47.6% 34.3% 26.0% 23.4% 23.2% 12.7% 9.0% 2.7% Weekly shoppers Internet Newspaper Local TV Radio Promotions or visual displays within stores Cable or satellite TV Magazines Outdoor media (billboards, etc.) Movie theater Kmart
  49. 49. Costco buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 308,038 Costco buyers 59.3% 51.6% 47.8% 30.7% 30.1% 22.7% 20.3% 13.6% 8.8% 6.5% Weekly shoppers Newspaper Internet Cable or satellite TV Local TV Promotions or visual displays within stores Radio Magazines Outdoor media (billboards, etc.) Movie theater Costco
  50. 50. Econo buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 1,609,066 Econo buyers 60.1% 47.6% 34.4% 32.8% 20.8% 20.1% 18.6% 11.5% 8.1% 2.3% Weekly shoppers Newspaper Local TV Internet Radio Cable or satellite TV Promotions or visual displays within stores Magazines Outdoor media (billboards, etc.) Movie theater Econo
  51. 51. SuperMax buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 355,850 Supermax buyers 65.5% 52.5% 38.4% 30.1% 28.9% 19.2% 17.6% 15.9% 6.7% 3.2% Weekly shoppers Newspaper Internet Local TV Promotions or visual displays within stores Radio Cable or satellite TV Magazines Outdoor media (billboards, etc.) Movie theater Supermax
  52. 52. Supermercados Selectos buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 472,240 Supermercados Selectos buyers 58.1% 49.1% 37.8% 36.6% 20.4% 17.0% 15.0% 12.2% 10.1% 2.9% Weekly shoppers Newspaper Internet Local TV Promotions or visual displays within stores Radio Cable or satellite TV Magazines Outdoor media (billboards, etc.) Movie theater Supermercados Selectos
  53. 53. Sam’s Club buyers consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base: 859,480 Sam’s Club buyers 60.3% 50.7% 37.1% 30.0% 25.0% 21.0% 18.5% 14.3% 5.5% 3.1% Weekly shoppers Newspaper Internet Local TV Cable or satellite TV Radio Promotions or visual displays within stores Magazines Outdoor media (billboards, etc.) Movie theater Sam's Club
  54. 54. Pueblo buyers consider Newspapers and Weekly Shopper as the media used for their shopping and buying decisions process Scarborough 2014 -1 Base 253,574 Pueblo buyers 59.5% 57.9% 41.7% 32.6% 29.6% 26.2% 22.0% 20.7% 6.9% 5.3% Newspaper Weekly shoppers Internet Local TV Radio Promotions or visual displays within stores Cable or satellite TV Magazines Outdoor media (billboards, etc.) Movie theater Pueblo
  55. 55. Media Usage buying decision-making process 56
  56. 56. 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
  57. 57. END Readers’ Profile vs Any Grocery Store buyers last 7 days profile El Nuevo Dia: High penetration in well educated, San Juan region, upper socioeconomic level and income more than 25K 58Scarborough 2014 -1 Base: 2,766,616 Any grocery Store shopped past 7 days Any grocery storeGrocery stores shopped past 7 days El Nuevo Día El Nuevo Día Gender Men 46.8% 47.0% 100 Women 53.2% 53.0% 100 Age Age 18-24 13.3% 15.2% 112 Age 25 - 34 16.5% 18.9% 113 Age 35-49 25.3% 25.4% 101 Age 50-64 24.8% 22.7% 92 Age 65 or More 20.1% 17.8% 89 Education High School Graduate or Less 53.1% 45.1% 85 Some or Collage Degree 38.0% 43.9% 115 Some or Post graduate degree 8.8% 11.1% 125 Region Arecibo Region 10.8% 10.9% 101 Caguas Region 14.7% 14.2% 96 Mayagüez Region 14.6% 12.9% 89 Ponce Region 13.2% 12.7% 97 San Juan Metro Region 28.5% 30.7% 107 San Juan Sub Region 17.8% 18.1% 101 NSE Upper class 10.9% 13.8% 128 Upper/middle class 19.5% 23.1% 120 Middle/lower class 30.6% 31.6% 103 Lower class 39.0% 31.5% 80 Less than $10,000 21.2% 17.7% 83 Income $10,000 - $24,999 30.5% 29.7% 98 $25,000 - $34,999 18.4% 19.2% 105 $35,000 - $44,999 15.0% 16.0% 107 $45,000 - $74,999 10.6% 11.9% 112 $75,000 - or more 4.3% 5.5% 127
  58. 58. PH Readers’ Profile vs Any Grocery Store buyers last 7 days profile Primera Hora: High penetration in 35-49 , well educated, and middle socioeconomic level 59Scarborough 2014 -1 Base 2,766,616 Any grocery Store shopped past 7 days 1,309,634 PH Cume Readers Any grocery storeGrocery stores shopped past 7 days Primera Hora Primera Hora Gender Men 46.8% 47.3% 101 Women 53.2% 52.7% 99 Age Age 18-24 13.3% 13.4% 99 Age 25 - 34 16.5% 20.5% 123 Age 35-49 25.3% 29.1% 116 Age 50-64 24.8% 23.1% 93 Age 65 or More 20.1% 13.9% 70 Education High School Graduate or Less 53.1% 52.5% 99 Some or Collage Degree 38.0% 39.8% 105 Some or Post graduate degree 8.8% 7.7% 87 Region Arecibo Region 10.8% 10.1% 93 Caguas Region 14.7% 17.2% 117 Mayagüez Region 14.6% 15.1% 104 Ponce Region 13.2% 15.5% 118 San Juan Metro Region 28.5% 23.7% 83 San Juan Sub Region 17.8% 18.0% 101 NSE Upper class 10.9% 10.4% 96 Upper/middle class 19.5% 18.3% 95 Middle/lower class 30.6% 31.6% 103 Lower class 39.0% 39.7% 101 Less than $10,000 21.2% 22.7% 106 Income $10,000 - $24,999 30.5% 30.7% 101 $25,000 - $34,999 18.4% 19.3% 106 $35,000 - $44,999 15.0% 13.7% 91 $45,000 - $74,999 10.6% 10.0% 94 $75,000 - or more 4.3% 3.7% 85
  59. 59. Indice Readers’ Profile vs Any Grocery Store buyers last 7 days profile Indice: High penetration in women, well educated and upper socioeconomic level 60Scarborough 2014 -1 Base: 2,766,616 Any grocery Store shopped past 7 days 482,508 Indice cume readers Any grocery storeGrocery stores shopped past 7 days Índice Índice Gender Men 46.8% 45.0% 96 Women 53.2% 55.0% 104 Age Age 18-24 13.3% 17.1% 126 Age 25 - 34 16.5% 19.9% 119 Age 35-49 25.3% 29.7% 118 Age 50-64 24.8% 21.7% 88 Age 65 or More 20.1% 11.6% 58 Education High School Graduate or Less 53.1% 41.7% 79 Some or Collage Degree 38.0% 45.1% 118 Some or Post graduate degree 8.8% 13.2% 149 Region Arecibo Region 10.8% 6.3% 58 Caguas Region 14.7% 13.0% 88 Mayagüez Region 14.6% 12.5% 85 Ponce Region 13.2% 8.0% 61 San Juan Metro Region 28.5% 48.0% 168 San Juan Sub Region 17.8% 12.3% 69 NSE Upper class 10.9% 15.8% 146 Upper/middle class 19.5% 21.9% 113 Middle/lower class 30.6% 33.4% 109 Lower class 39.0% 28.9% 74 Less than $10,000 21.2% 14.1% 66 Income $10,000 - $24,999 30.5% 33.0% 109 $25,000 - $34,999 18.4% 20.3% 111 $35,000 - $44,999 15.0% 16.8% 112 $45,000 - $74,999 10.6% 9.7% 91 $75,000 - or more 4.3% 6.1% 142
  60. 60. END Readers’ Profile vs did not buy profile El Nuevo Dia: High penetration in 18-34 years old, well educated 61Scarborough 2014 -1 Base: 51,564 Did not Shop 1,489,354 END Cume readers Did not shop El Nuevo Día El Nuevo Día Gender Men 59.1% 47.0% 100 Women 40.9% 53.0% 100 Age Age 18-24 21.8% 15.2% 112 Age 25 - 34 28.5% 18.9% 113 Age 35-49 16.1% 25.4% 101 Age 50-64 19.3% 22.7% 92 Age 65 or More 14.3% 17.8% 89 Education High School Graduate or Less 48.7% 45.1% 85 Some or Collage Degree 40.1% 43.9% 115 Some or Post graduate degree 11.2% 11.1% 125 Region Arecibo Region 14.8% 10.9% 101 Caguas Region 15.8% 14.2% 96 Mayagüez Region 12.2% 12.9% 89 Ponce Region 8.0% 12.7% 97 San Juan Metro Region 32.5% 30.7% 107 San Juan Sub Region 16.2% 18.1% 101 NSE Upper class 7.5% 13.8% 128 Upper/middle class 10.3% 23.1% 120 Middle/lower class 36.6% 31.6% 103 Lower class 45.6% 31.5% 80 Less than $10,000 33.3% 17.7% 83 Income $10,000 - $24,999 26.9% 29.7% 98 $25,000 - $34,999 11.9% 19.2% 105 $35,000 - $44,999 11.4% 16.0% 107 $45,000 - $74,999 10.0% 11.9% 112 $75,000 - or more 6.6% 5.5% 127
  61. 61. PH Readers’ Profile vs did not buy profile Primera Hora: High penetration in men, lower income and lower socioeconomic level 62Scarborough 2014 -1 Base: 51,564 Did not Shop 1,309,634 PH Cume Readers Did not shop Primera Hora Primera Hora Gender Men 59.1% 47.3% 101 Women 40.9% 52.7% 99 Age Age 18-24 21.8% 13.4% 99 Age 25 - 34 28.5% 20.5% 123 Age 35-49 16.1% 29.1% 116 Age 50-64 19.3% 23.1% 93 Age 65 or More 14.3% 13.9% 70 Education High School Graduate or Less 48.7% 52.5% 99 Some or Collage Degree 40.1% 39.8% 105 Some or Post graduate degree 11.2% 7.7% 87 Region Arecibo Region 14.8% 10.1% 93 Caguas Region 15.8% 17.2% 117 Mayagüez Region 12.2% 15.1% 104 Ponce Region 8.0% 15.5% 118 San Juan Metro Region 32.5% 23.7% 83 San Juan Sub Region 16.2% 18.0% 101 NSE Upper class 7.5% 10.4% 96 Upper/middle class 10.3% 18.3% 95 Middle/lower class 36.6% 31.6% 103 Lower class 45.6% 39.7% 101 Income Less than $10,000 33.3% 22.7% 106 $10,000 - $24,999 26.9% 30.7% 101 $25,000 - $34,999 11.9% 19.3% 106 $35,000 - $44,999 11.4% 13.7% 91 $45,000 - $74,999 10.0% 10.0% 94 $75,000 - or more 6.6% 3.7% 85
  62. 62. Indice Readers’ Profile vs did not buy profile Indice: High penetration in 18-34 years old and well educated 63Scarborough 2014 -1 Base: 51,564 Did not Shop 482,508 Indice Cume readers Did not shop Índice Índice Gender Men 59.1% 45.0% 96 Women 40.9% 55.0% 104 Age Age 18-24 21.8% 17.1% 126 Age 25 - 34 28.5% 19.9% 119 Age 35-49 16.1% 29.7% 118 Age 50-64 19.3% 21.7% 88 Age 65 or More 14.3% 11.6% 58 Education High School Graduate or Less 48.7% 41.7% 79 Some or Collage Degree 40.1% 45.1% 118 Some or Post graduate degree 11.2% 13.2% 149 Region Arecibo Region 14.8% 6.3% 58 Caguas Region 15.8% 13.0% 88 Mayagüez Region 12.2% 12.5% 85 Ponce Region 8.0% 8.0% 61 San Juan Metro Region 32.5% 48.0% 168 San Juan Sub Region 16.2% 12.3% 69 NSE Upper class 7.5% 15.8% 146 Upper/middle class 10.3% 21.9% 113 Middle/lower class 36.6% 33.4% 109 Lower class 45.6% 28.9% 74 Less than $10,000 33.3% 14.1% 66 Income $10,000 - $24,999 26.9% 33.0% 109 $25,000 - $34,999 11.9% 20.3% 111 $35,000 - $44,999 11.4% 16.8% 112 $45,000 - $74,999 10.0% 9.7% 91 $75,000 - or more 6.6% 6.1% 142
  63. 63. Circulation 64
  64. 64. 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 65
  65. 65. 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 66
  66. 66. Thank You 67
  67. 67. Addendum 68
  68. 68. ¡Impresos que impresionan!
  69. 69. 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…
  70. 70. •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
  71. 71. We operate 24 hours a day Fast turnaround AGP Online color approval Island wide & Caribbean delivery Speed
  72. 72. •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
  73. 73. •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
  74. 74. DBMarketing-Analytics Our Products “Shoppers” / Circulars Books & Magazines Direct Mail material Directories Posters Inserts Catalogs Press Kits Calendars …and many more
  75. 75. DBMarketing-Analytics Some of our Valued Customers:
  76. 76. 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
  77. 77. 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
  78. 78. 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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