REDEFINING THE BABY BOOMER GENERATION: Marketing's Most Valuable Generation

REDEFINING THE BABY BOOMER GENERATION

MARKETINGS MOST VALUABLE GENERATION

Tony Hereau / Director, Audience Insights [email protected]

Nielsen

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

2

WHAT WE WILL COVER.

1) PROFILING THE BOOMERS 2) BUYING BEHAVIOR 3) MEDIA USE

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

3

BOOMERS MAKE UP 21% OF SAN DIEGO

Source: Nielsen Radio Metro And Television Market Pop. Estimates, 2014-2015 for San Diego, pct. of Total Persons 12+

Millennials = 12-34 / Generation x = 35-49 / Baby Boomers = 50-64 / Silent = 65+

50.7

45.7

33.1

25.8

24.6

24.8

15.2

19.7

24.0

8.3

10.1

18.1

San Diego HISPANIC 12+

San Diego BLACK 12+

San Diego NON-ETHNIC 12+

Millennials Generation X Baby Boomers Silent

PROFILE OF BABY BOOMERS

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

5

THE BABY BOOMERS

Represent 74 million Americans

How do they compare to other generations?

Silent Generation

Born 1925-1945 Age 69+

Boomers

Born 1946-1964 Age 50-68 years old

Generation X

Born 1965-1980 Age 34-49

Millennials

Born 1981-early 2000s Age 14-33

Source: Pew Research (March 19, 2015). How Millennials today compare with their grandparents 50 years ago

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

6

HOW OLD IS OLD? Whats your definition of old

5 17

3 1 5 4

18

18

7 4 9 12

46 30

23 27 18

34

24 19

35 34 25

28

7 16

32 35 43

22

Asia Pacific MiddleEast/Africa

Europe LatinAmerica

NorthAmerica

GlobalAverage

Age over 80

Age 70-79

Age 60-69

Age 50-59

Age 40-49

Source: Nielsen Global Online Survey, Q3 2010

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

7

QUICK FACTS

Source: Nielsen Pop-Facts 2012, Nielsen Convergence Audit 2012.

63% 44% 50% 40% OF U.S. ADULT

POPULATION ARE AGE 50+

OF BOOMER HOUSEHOLDS

HAVE AT LEAST ONE

PERSON WORKING

OF TOTAL CPG SALES

COME FROM THE 50+ DEMO

OF CUSTOMERS PAYING FOR

WIRELESS ARE BOOMERS

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

8

SAN DIEGO BOOMERS A Closer Look

7% more likely to donate time or money to environmental causes

25% more likely to be expecting a grandchild

27% more likely to be selling their home

Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64 * Index compared to total U.S. adults

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

9 9

BOOMERS ACTIVITIES AND EVENTS How do Boomers compare in top activities and events?

U.S. Boomers

Gardening

115

Live Theater

111

Sewing/Crafts

108

Country Music Concert

104

SAN DIEGO Boomers

Hiking

131

Yoga/Pilates

127

Photography

119

Monster Jam

264

Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64

Activities

Events

* Index compared to total U.S. adults

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

10 10

BOOMERS ACTIVITIES AND TRAVEL How do Boomers compare in top activities and travel?

U.S. Hispanic Boomers

Health / Fitness Expo

113

Circus

113

Soccer Match

233

Pro Wrestling

118

SAN DIEGO Hispanic Boomers

Jogging/Running

105

Yoga/Pilates

108

Zoo

155

Supercross/MX

921

Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Hispanic 50-64

Activities


Events

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

11

BOOMERS MAKE UP OVER 50% OF ALL PEOPLE WITH INCOMES OVER $100,000 Income by Generation

Source: Nielsen Pop-Facts Demographics 2013

36% 54%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HH Inc

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

12

BOOMERS HAVE HIT THEIR PEAK EARNING YEARS Count of households by head-of-householder age and household income

Source: Nielsen Pop-Facts demographics, CY 2015, Average HH Income for all US households is $74,170

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

13

YOU MIGHT BE A BOOMER IF

Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014-Jan 2015) MARS health care data

0% 5% 10% 15% 20% 25%

Post Traumatic Stress Disorder (PTSD)

Low Testosterone

COPD

Psoriasis

Restless Leg Syndrome (RLS)

Osteoporosis

Menopause

Asthma

Diabetes (Non-Insulin User)

Gas

Arthritis (Osteoarthritis)

Body Ache

Heartburn/Indigestion

Acid Reflux/GERD

Joint Pain

High Blood Pressure

High Cholesterol

Conditions-Currently have/had in past 12 months

San Diego Adults 18+

San Diego Boomers

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

14

SAN DIEGO BOOMERS TAKE CARE OF THEMSELVES A Closer Look

11% less likely to agree that everyone should just age naturally

33% more likely to be on a diet

42% more likely to have had Botox injections

Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014-Jan 2015) MARS health care data

BUYING BEHAVIOR

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

16 16

BOOMER SHOPPING How much are they spending?

U.S. Boomers

Hardware & Paint

(109 Index)

$14.1 Billion

Lawn & Garden

(110 Index)

$11.7 Billion

Fine Jewelry

(108 Index)

$2.8 Billion

SAN DIEGO Boomers

Womens Casual Clothing

(105 Index)

$57 million

Fine Jewelry

(133 Index)

$41 million

Camera & Accessories

(110 Index)

$34 million

Index to US Adults 18+ Annual Amount Spent


Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

17 17

BOOMER SHOPPING How much are they spending?


Television

(105 Index)

$1.1 Billion

Mattress

(100 Index)

$795 million

Infant Clothing

(97 Index)

$115 million


Furniture

(110 Index)

$29 million

Womens Biz Clothing

(177 Index)

$7 million

Cosmetics

(106 Index)

$6 million

Index to US Adults 18+ Annual Amount Spent


Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

18

BOOMERS ARE HEAVY SPENDERS IN GROCERY Amount HHLD Spent on Groceries Past 7 Days: SAN DIEGO Baby Boomers

Index

96

92

105

105 32%

13%

24%

28%

$200 or more

$150 - $199

$100 - $149

Less than $100

Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015) Adults 50-64

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

19

HISP. BOOMERS ARE HEAVY SPENDERS IN GROCERY Amount HHLD Spent on Groceries Past 7 Days: HISPANIC Baby Boomers in S.D.

Index

98

75

131

104 32%

17%

20%

28%

$200 or more

$150 - $199

$100 - $149

Less than $100

Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015) Hispanic Adults 50-64

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

20

VALUE LOCALLY GROWN AND NEW FOODS

I try to buy foods that are grown or produced locally.

40% 34%

25%

BOOMERS GEN X MILLENNIALS

I am a creature of habit and stick to the food I know I like.

% AGREE % DISAGREE

Source: Nielsen Scarborough & GfK/MRI San Diego R2 2014 (Aug 2013 Jul 2014)

68%

64% 63%

BOOMERS GEN X MILLENNIALS

SAN DIEGO HISPANIC

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

21

U.S. Boomers

Domestic Truck

122

Foreign Truck

125

$25,700

SAN DIEGO Boomers

Foreign Mid-size

124

Foreign Luxury

277

$30,600

21

BOOMERS AND AUTOMOTIVE

Top indexing Car types

(Index)

Average Amount plan to pay

Compared to the national average, SAN DIEGO Boomers are nearly twice as likely to drive a hybrid vehicle

Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64 * Index compared to total U.S. adults

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

22


Foreign Truck

161

Foreign Large

121

$22,700


Foreign Compact

110

Foreign Van

140

$32,900

22

BOOMERS AND AUTOMOTIVE


Over 60% of Hispanic Boomers in SAN DIEGO describe their ideal car as Basic and Functional or Transportation Only


Top indexing Car types

(Index)

Average Amount plan to pay

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

23

137

143

144

144

Luxury Vehicle

Midsize car

Sport Utility Vehicle

Pickup truck

BOOMERS ARE EYEING PICKUP TRUCKS Vehicles HHLD Intends to Buy or Lease New Next 12 Months: Index to San Diego 18+

Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015)

GEN X

103 MILLENIALS

73 Baby Boomers

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

24

DRIVING THE POINT HOME

Did you know that the average American consumer buys 13 cars in their lifetime

Paul Fitzpatrick - RLTV Town Hall January 2013 Rethink 50+

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

25

DRIVING THE POINT HOME

Did you know that the average American consumer buys 13 cars in their lifetime

Paul Fitzpatrick - RLTV Town Hall January 2013 Rethink 50+

7 of them after the age of 50.

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

26 26

RESTAURANTS Boomers and eating out

U.S. Boomers

Steakhouse

108

4.6

3.3

SAN DIEGO Boomers

Coffee House

142

4.7

3.4


Restaurant Type (Index)

Quick Service Restaurants (Avg # of Visits per month)

Sit Down Restaurants (Avg # of Visits per month)


Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

27 27

RESTAURANTS


Mexican Restaurant

170

4.6

3.1


Mexican Restaurant

124

4.1

3.0

Restaurant Type (Index)

Quick Service Restaurants (Avg # of Visits per month)

Sit Down Restaurants (Avg # of Visits per month)


Boomers and eating out


Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

28

Chilis Sammys Woodfired Pizza Olive Garden California Pizza Kitchen

7-9A Early Morning 5-7P Early Evening

9A-12P Daytime

Index of Viewers Who Used Restaurant Past 30 Days Local Broadcast Station in SAN DIEGO

BROADCAST TV STATION EFFECTIVELY REACHES RESTAURANT SPENDERS AT ANY TIME OF THE DAY

Source: Nielsen Local Buyer Reach, San Diego Scarborough R1 2015

112

107 109 104

112 107 109 104

111 113 109 104

Index to DMA

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

29

STATION 2 VIEWERS SPEND HEAVILY AND MORE OFTEN AT QUICK SERVICE RESTAURANTS

Actual Heavy Debit/Credit Spenders in QSR

Local Broadcast Stations in SAN DIEGO Daypart M-F 5-7A

Station 2

Station 3

Station 1

Station 4

Source: Nielsen Local Buyer Reach, San Diego Scarborough R1 2015 Heavy spenders refers to the top third of QSR spenders

86

86 88

85

Annual Total Spend Per Buyer

# of Transactions per buyer / year

$956

$980 $976

$967

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

30

CPG Dollar Spend from 50+ demo

Ad Dollars Aimed at 50+ Years

50% 10-15%

GO FIGURE

Source: TV Board for Tuesday (Jan. 29, 2013). Boom Time for Boomers. Charlene Weisler.

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

31

AGENCY PERSPECTIVE

The stigma of advertising to the 55-64 year-old group is shrinking

Says Jon Seitz, president of Philadelphia-based ad agency MayoSeitz Media.

Inside Radio 3-21-2011

Our clients and marketers in general have a much greater awareness that 55-64 is not a death sentence. Rather, this group is quite active, has a ton of disposable income, and is an early adopter for a lot of technology. Seitz says client attitudes toward Alpha Boomers vary depending on the product or service they offer. For example, the shop works with several travel and tourism clients, which often require a generational marketing approach since travel plans nowadays can involve kids, parents and grandparents traveling together. Our clients dont resist us including an older segment in our targeting, if it makes sense, Seitz says.

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

32

I DONT MAKE PURCHASE DECISIONS BASED ON ADVERTISING

Source: Nielsen Scarborough San Diego R2 2014 (Aug 2013 Jul 2014) Gfk MRI Attitudinal Insights Four Point Scale

Agree = Agree Completely & Agree Somewhat / Disagree = Disagree Mostly & Disagree Somewhat

38.0%

39.3%

39.7%

62.0%

60.7%

60.3%

MILLENNIALS

GENERATION X

BABY BOOMERS

Agree Disagree

98 INDEX

98 INDEX

100 INDEX

Market Avg. 61.7% Agree

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

33 Source: Nielsen Scarborough San Diego R2 2014 (Aug 2013 Jul 2014) Gfk MRI Attitudinal Insights Four Point Scale


31.5%

28.3%

22.7%

68.5%

71.7%

77.3%

MILLENNIALS

GENERATION X

BABY BOOMERS

Agree Disagree

98 INDEX

106 INDEX

94 INDEX


IF A PRODUCT IS MADE BY A COMPANY I TRUST, ILL BUY IT EVEN IF IT IS MORE EXPENSIVE

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

34

THE SERVICE OF THE PERSONNEL AT A STORE IS AN IMPORTANT PART OF MY DECISION TO SHOP THERE

Source: Nielsen Scarborough San Diego R2 2014 (Aug 2013 Jul 2014) Gfk MRI Attitudinal Insights Four Point Scale


29.5%

21.5%

18.2%

70.5%

78.5%

81.8%

MILLENNIALS

GENERATION X

BABY BOOMERS

Agree Disagree

102 INDEX

106 INDEX

91 INDEX


Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

35

SAN DIEGO BOOMERS ARE LOYAL CUSTOMERS

Agree with, When I find a brand I like, I stick to it. 87%

Agree with, Buying American products is important to me. 84%

Agree with, I am not influenced by whats hot or not. 77%

Source: Nielsen Scarborough & GfK/MRI San Diego R2 2014 (Aug 2013 Jul 2014) Adults 50-64 Agree = Agree Completely & Agree Somewhat

MEDIA USE

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

37

5.8 HRS

Using any App/Web on Smartphone

ITS CALLED MASS MEDIA FOR A REASON

Source: Nielsen Total Audience Report Quarter 4 2014 / Base: Total US Population P50-64

The average Boomer consumes almost 72 hours of content each week across TV, radio, online and mobile. 58 hours are spent with TV and Radio each week.

43.1 HRS

Live Television

14.9 HRS AM/FM Radio

5.6 HRS

Using the Internet on Computer

0.4 HRS Game

Console

1.2 HRS

Video on the Internet

1.0 HRS

DVD/ Blu Ray

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

38

BABY BOOMERS GEN X MILLENNIALS

191

LOOK WHOS WATCHING Hours per month of Live TV

149 110

Source: Nielsen Total Audience Report Q4, 2014, NPOWER 9/29/14 12/28/14, Live TV for Adults 18-34, 35-49 & 50-64

Boomers also spend an additional 27 hours with time-shifted TV, DVD/Blu-Ray, Game Console and Over-The-Top Device usage

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

39

TOP PRIME TIME SHOWS IN SAN DIEGO

Persons 18-49 Rating Persons 50-64 Rating Persons 65+ Rating

Voice-MON 9.7 % Grimm 15.6 % Blacklist 20.9 %

Voice-TUE 7.8 % Two and a Half Men

12.9 % Blue Bloods 18.7 %

Fresh Off The Boat 4.9 % Blacklist 12.5 % Stalker 17.7 %

Talking Dead 4.8 % Big Bang Theory 11.6 % CSI 15.6 %

Que Te Perdone Dios-THU

4.7% 60 Minutes 10.5 % NCIS 15.2 %

Source: NPOWER, Program Ranker, Prime, Live +7, San Diego, February 2015 excludes Sporting Events and Specials

A shift from reality shows to sitcoms to dramas as we age

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

40

TOP PRIME TIME SHOWS IN SAN DIEGO-HISPANIC

Persons 18-49 Rating Persons 50-64 Rating Persons 65+ Rating

Gata-TUE 9.7 % Palabra De Ladron 15.6 % Gata-MON 20.9 %


7.8 % Jose De Egipto 12.9 % Gata-THU 18.7 %

Hasta Fin Del Mundo-WED

4.9 % Al Extremo 12.5 % Gata-TUE 17.7 %


4.8 % Noticias 10p 11.6 % Gata-FRI 15.6 %

Gata-MON 4.7% 100 Latinos Dijeron

10.5 % Pants On Fire 15.2 %

Source: NPOWER, Program Ranker, Prime, Live +7, San Diego, February 2015 excludes Sporting Events and Specials

Hispanic Boomers are less addicted to telenovelas

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

41

LOCAL NEWS RATINGS INCREASE WITH AGE

P18-24 P25-34 P35-49 P50-64 P65+

Rating 10.9 14.1 19.0 32.5 47.2

Impressions 29,431 60,479 113,766 182,706 184,222

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

Total Ratings by Demo for SAN DIEGO Early News

Source: Nielsen NLTV, San Diego, M-F 5P-6;30P, Feb 2015, sweep measurement, Average quarter hour ratings & impressions

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

42 Source: SAN DIEGO Metro PPM, Apr 2015, Mon-Sun 6AM-Mid, AQH Ratings of Total Market Radio Usage

3.7

3.4

5.5

7.0

6.6

8.7

7.5

7.1

4.8

4.1

6.5

7.9

9.3

11

.1

7.7

8.1

6-11 12-17 18-24 25-34 35-44 45-54 55-64 65+

Total Market Hispanic

BOOMERS ARE THE BIGGEST CONSUMERS OF SAN DIEGO RADIO

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

43

BOOMERS LISTEN TO ADULT CONTEMPORARY AND NEWS RADIO OVER TOP 40 AND COUNTRY

Source: Fall 2014 NRD Total US Listening, M-Su 6a-12Mid, Adults 18-34, 35-49 & 50-64

Boomers Wkly Cume Pers

Adult Contemporary 16,448,500

News/Talk/Personality 15,945,600

Country + New Country 15,894,300

Classic Hits 13,704,600

Classic Rock 12,350,500

Gen X Wkly Cume Pers

Pop CHR (Top 40) 18,534,700



Hot Adult Contemp. 15,022,400

Classic Rock 11,513,200

Millennials Wkly Cume Pers

Pop CHR (Top 40) 37,122,000


Hot Adult Contemp. 23,175,100


Rhythmic CHR 16,549,500

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

44

BOOMERS ARE ACTIVE Radio reaches Boomers outside the home

PERCENT OF LISTENING BY LOCATION

63.5%

62.1%

69.6%

71.8%

66.9%

67.6%

36.5%

37.9%

30.4%

28.2%

33.1%

32.4%

Hisp. Female Boomers

Female Boomers

Hisp. Male Boomers

Male Boomers

Hispanic Boomers

All Boomers

Away from Home Home

Source: Nielsen San Diego April 2015 PPM, AQH Persons by Location

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

45

DEVICE PENETRATION

Source: NPOWER, Feb 2015, P50-64, Total US and San Diego, Smartphone, Tablet, DVR, SVOD & Smart TV Pen % (Smart TV Capable sets)

SVOD = Subscription Video On Demand (Access to Netflix, Amazon or Hulu)

SAN DIEGO Boomers are more likely to have a DVR in the home and have access to subscription video on demand services

Smartphone Pen %

Tablet Pen %

DVR Pen %

SVOD Pen %

Smart TV Pen %

National Boomers

74% 50% 52% 41% 26%

SAN DIEGO Boomers

76% 49% 57% 53% 27%

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

46

SAN DIEGO BOOMERS LOCAL SPORTS FANS

Source: Scarborough USA+ Release 2 2014 & San Diego R1 2015 Fan= Watched, attended or listened to past year

SAN DIEGO Boomers are 17% more likely than the average U.S. adult to have been to a pro sporting event in the past year

Local Teams Boomers Cheer For:

Aztecs Fans Football & Basketball

Padres Fans Chargers Fans

50% 60% 25%

Co

pyr

igh

t

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

47

SUMMARY

Boomers have considerable economic power and spend more than other age groups

Boomers are an active and vibrant segment of the population

Broadcast media is an effective way to reach Boomers across multiple devices

1

2

3

Co

pyr

igh

t

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

48

HELP FROM NIELSEN

Sherri Lee Account Manager Phone: 323-817-1218 Email: [email protected]

Shellie R. Sigal Client Service Executive Phone: 323-817-1213 Email: [email protected]

Michael Nelson Acct. Dir., Client Solutions Phone: 410-794-2861 Email: [email protected]

THANK YOU!

Tony Hereau Director, Audience Insights Phone: 410-794-2832 Email: [email protected]

Documents

REDEFINING THE BABY BOOMER GENERATION: Marketing's Most Valuable Generation