NRB Research Symposium - Howard Goldberg

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

Agenda

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

Scarborough Summaryh Comprehensive, syndicated survey of consumer behavior

h Two levels of service:8Over 120 Local Markets Measured8National & Regional Studies

h Annual sample of Over 220,000+ Adults (18+) across the US

Two Studies Used For This PresentationScarborough USA+ R2 2010 (Aug 09 – Sept. 10)Scarborough Birmingham AL R1 2011 (Mar 10 – Feb 2011)

h Over 2000 categories and brand; measuring demographics, shopping, retail behavior, product consumption, entertainment, leisure, lifestyles and media usage

h 3,500+ clients across media, agencies, advertisers and sports

h Partnership between The Nielsen Company and Arbitron, Inc.Source: Scarborough Syndicated Services 2011

Defining the Religious Media Consumer

Defining the Religious Media Consumer

*New for 2011

How Scarborough Measures Religious Attributes

TV Genre: TV Programs Typically WatchReligious

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

Source: Scarborough Syndicated Service 2011

Understanding Estimates

Three Primary Research Estimates

Persons: Represents Total Unique PeopleFor Radio & TV aka: CumeFor 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 BaselineNumbers can be above 100, say 120 to reflect

strength above the universe average or below 100 reflecting deficiency against the universe, say 85.

The Universe of the US Religious Media Consumer

42.3 Million Adults or over 18% of the US Population- 10.9% Listening to Religious Radio Programming

- 10.7% Watching Religious TV Programming

TV Genre: TV Programs Typically WatchReligious

Radio Format: Self Reported to Arbitron Contemporary Christian, Religious,

Contemporary Inspirational, Gospel, Southern Gospel, Spanish Religious,

Christian Adult Contemporary*

Source: Scarborough USA+ Release 2, 2010

Distinct Audience

Source of Religious Programming Used by Audience

The Religious Media Consumer Composition


Religious Format Ranking Among Religious Radio Listeners

Contemporary Christian 51%

Religious 27%

Contemporary Inspirational 15%

Gospel 9%

Southern Gospel 3%

Spanish Religious 3%


29.8% with 2+ in Household5+ in HH For Just Radio: 120 index

5+ in HH For Just TV: 80 index

The Religious Media Consumer

Household Characteristics

Radio provides a stronger opportunity to expanding religious programming to others in HH.


Financial Contributions

Religious Media Consumers support financial giving to religious organizations, where else

are these consumers giving?


26% Other Organizations

15% Healthcare Medical

14.6% Social/Welfare

5.7% Arts Cultural

4.8% Environmental

64% Religious Organizations

9.2% Political


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)

Technology and the Religious Media Consumer

Media Websites- Opportunities


KNOW AND PROTECT THE CORE

Identifying Stronger Audience Segments

Working Mothers

Retired

Black

Have Children 12-17

Have Children 6-11

Widowed

Divorced, Separated

Age 55+

Age 35-54

Female

U.S. Average

110

112

205

104

103

138

110

112

107

117

100

Focus on Retention


Understanding the Core Audience

TV Viewers

62.3%

55

52.9%

31.6%

46.3%

69.3%

Total Radio/TV Audience

60%

49

58%

40%

56%

72%

Adults 18+ Radio Listeners

Female 52% 59.5%

Median Age 46 44

Married 57% 63.3%

Children in Household

40% 48.0%

Employed 61% 66.2%

Homeowners 71% 74.9%



Understanding the Core Audience

TV Viewers

62.3%

55

52.9%

31.6%

46.3%

69.3%

Total Radio/TV Audience

60%

49

58%

40%

56%

72%

Adults 18+ Radio Listeners

Female 52% 59.5%

Median Age 46 44

Married 57% 63.3%

Children in Household

40% 48.0%

Employed 61% 66.2%

Homeowners 71% 74.9%



Top 3 Reasons Not EmployedRetired: 26%Homemaker: 10%Disabled: 8%

Volunteer work

Camping

Biking

Sewing

Photography

Swimming

Jogging/running

Bowling

Yoga/Pilates

117

124

124

131

131

137

134

156

203

Recreation/Hobbies

Retaining Audience Within Stronger Segments Finding ideas for content, partnerships, events, promotions

Compared to the total audience, audience members who are working mothers are more likely to engage in the following activities .

Live theatre

Pro sports event

Rock concert

Art museam

High school sports event

Zoo

Theme park

Dance or Ballet per-formance

Circus

115

122

125

133

155

159

161

173

175

Events Attended/Places Visited


Retaining Audience Within Stronger Segments Finding ideas for content, partnerships, events, promotions

Compared to the total audience, audience members who are working mothers are more likely to engage in the following activities .

Purchasing Online Social Networking (Facebook,Twitter,etc)

Visiting broadcast TV websites

Getting local news online

Visiting newspaper websites

10+ hours online per week

Getting national news online

Listening to radio online

Visiting radio station websites

Watching tv programs online

Reading/Contributing to blogs

Watching/listening to podcasts

Index =133 Index =150 Index =150 Index =137




Examining Listeners/Viewers by Region

SOUTH

MIDWESTWEST

NORTHEAST

24%

41%

17% 18%

23%

37%

18%22%

20%

50%

12%18%

PERCENT OF TOTAL ADULTS IN U.S.

22%

37%

18%23%



Examining Radio Formats by Religious Programming

SOUTH

MIDWESTWEST

NORTHEAST

24%

41%

17% 18%

23%

37%

18%22%

20%

50%

12%18%

% of Contemporary Christian Listeners by Region

64%

44%

37%64%


Contemporary Christian & Religious Top Formats across regions

Examining Audience/Contributors by Region

PERCENT OF TOTAL ADULTS IN U.S.

37%

23%

22%

18%

PERCENT OF LISTENERS/VIEWERS

18%

20%

50%

12%

PERCENT OF HHLDS CONTRIBUTING TO

RELIGIOUS ORGANIZATIONS

18%

24%

41%

17%

WEST

MIDWEST

SOUTH

NORTHEAST

US CENSUS REGION


Growth Growth

Growth

Fayetteville (43%)

Greenville/Spartanburg (42%)

Memphis (39%)

Little Rock (34%)

Charlotte/Gastonia/Rock Hill (33%)

Birmingham (33%)

Chattanooga (33%)

Mobile (33%)

Greensboro/Winston-Salem/High Point (32%)

Lancaster (32%)

A Look at Top Markets in the USTop Ten Markets by Percent of Religious Media Consumers

Memphis (37%)

Greenville (34%)

Chattanooga (33%)

Roanoke (33%)

Greensboro (33%)

Charlotte (33%)

Birmingham (33%)

Raleigh (33%)

Houston (31%)

Mobile/Pensacola (31%)

Arbitron Metro Area: Designated Market Area (DMA):


Contributor Presence in Local Markets

Salt Lake City (64%)

Greenville/Spartanburg (60%)

Birmingham (57%)

Appleton/Oshkosh (56%)

Memphis (56%)

Grand Rapids (55%)

Little Rock (54%)

Fayetteville (52%)

Mobile (51%)

Chattanooga (51%)

Top 10 Markets Ranked by Percent Households Contributing to Religious Organization Past Yr.

Salt Lake City (61%)

Birmingham (56%)

Green Bay (54%)

Minneapolis/St. Paul (53%)

Memphis (52%)

Little Rock (52%)

Greenville (52%)

Greensboro (50%)

Roanoke (50%)

Chattanooga (49%)

Arbitron Metro Area: Designated Market Area (DMA):


Birmingham, AL

A Closer Look Inside America

The Religious Media Consumer in Birmingham

NRB AudienceResidence County

MapHorizontal%

Source: Birmingham R1 2011

A Closer Look Inside AmericaBirmingham, 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

Working Moms Retired for Hire Super Greenies

39%

41%

44%

IndexHorz.%

112 118

281

• 64% Financially Support Religious Organizations



Online Actionable FactsThe Religious Media Consumer


Download/Watch Podcasts

Use LinkedIn (mo)

Books Use Facebook (mo)

Watch Video Clips

Compact Disks Acces Local/

Community Events

245

137120 112 109 96

62

103

63 73 77 66 63

105

Religious Radio Consumer

Religious TV Consumer


Connecting Beyond Media

Top Events (%)H.S. Sports or H.S. Football

Birmingham Zoo

Birmingham/Jefferson Convention Complex

McWane Center

Live Theater

Top Malls (Index)

Century Plaza

WaterMark Place

Eastwood Village

Boaz Outlet

Vestivia Hills

Eco Friendly (Index)

Reusable Grocery bags

Use Alternative Transportation

Eco Friendly HH Products

Reduce Water Usage

Buy Organic Food



Editorial/OpinionEntertainmentHome/GardenNational/Intl.

Business/FinanceTV Lisitings

Food/CookingComics

Classified AdvertisingAdvertising Circulars

Local News

38%38%40%40%40%41%41%42%42%

45%62%


Newspaper Sections ReadThe Religious Media Consumer



Opportunities With Political Topics

Religious Media Consumer Radio Television

Democrat 109 89 102

Republican 109 122 114

Independent (also includes none)

75 62 87



IDENTIFY GROWTH AREAS

Segments Essential for Growth

HH Income $50K +

Employed

Hispanic

Have Children 2-5

Have Children <2

Never Married

Age 18-34

Male

U.S. Average

88

93

81

95

96

83

78

82

100

Focus on Opportunity


Growing Audience Within Softer Segments Finding ideas for content, partnerships, events, promotions

Religious media consumers that are ages 18-34 and are more likely to engage in the following activities .

Fishing

Photography

Swimming

Biking

Hiking

Camping

Bowling

Jogging/running

Basketball

117

122

130

134

135

135

153

172

198

Recreation/Hobbies

Pro sports event

Rock concert

Theme park

Zoo

Comedy club

WWE(pro wrestling)

Job fair

R&B/Rap/Hip- hop concert

Circus

117

122

130

134

135

135

153

172

198

Events Attended/Places Visited


Growing Audience Within Softer Segments Finding ideas for content, partnerships, events, promotions

Religious media consumers that are ages 18-34 and are more likely to engage in the following activities .

.

Social Networking (Facebook,Twitter

etc,)Purchasing Online Visiting broadcast TV

websites10+ hours online per

week

Getting local news online

Getting national news online

Visiting newspaper websites

Listening to radio online

Reading/contributing to blogs

Visiting radio station websites

Watching tv programs online

Visiting tv cable websites

Index =162

Index =130

Index =185

Index =124 Index =131 Index =142




LEVERAGE STRONG CATEGORIES

Connecting Advertisers with Audience

Women's c

asual c

lothing

Women's s

hoes

Childre

n's cloth

ing

Costume je

welry

Infants' cl

othing

Fine jewelry

Women's b

usiness

cloth

ing

Men's b

usiness

cloth

ing

112117

109

122

107110 110

102

$4.2 Billion

$2.7 Billion

$3.2 Billion

$879 Million

$1.1 Billion$2.0 Billion $1.5 Billion

$1.5 Billion

Estimated Spending Past 12 Months

Consumer Target: Purchasers of Clothing/AccessoriesReligious Media Consumers exceed national

norms for purchasing these items.



Purchased Past 12 Months Index

Arthritis 134

Diabetes 130

High Blood Pressure 118

Weight loss 118

Asthma 116

Digestive Disorders 114

Cholesterol 110

Allergies 106

Children’s Medicine 105

Consumer Target: Purchasers of MedicationsThe audience exceeds national norms for purchasing medications

for these conditions.



Consumer Target: Shoppers of Specific Business’The audience exceeds national norms for shopping at the following retailers.

Shopped for groceries past 7 days: Index

Wal-Mart Supercenter 115

Sam’s Club 117

Kroger 127

Shopped variety stores past 30 days: Index

Dollar Tree 126

Dollar General 137

Family Dollar 145

Fast food restaurants past 30 days: Index

McDonald’s 104

Subway 106

Burger King 111

Shopped for clothing past 3 months: Index

JCPenney 110

Ross Dress For Less 122

Burlington Coat Factory 131




Pct. Index

Registered to vote 86% 106

Among registered voters:

Vote in every local election 50% 106

Vote in every statewide election 59% 102

Vote in every presidential election 89% 102

Identify as Democrats/Independents who feel aligned with Democrats

40% 96

Identify as Republicans/Independents who feel aligned with Republicans

43% 113

Identify as Independents/Other 17% 85

Consumer Target: Registered Voters


SUMMARY FOR SUCCESSFUL MARKETING!

Create Successful Marketing With Consumer Behavior Insights

Develop programs to build up weaker audience segments

Connect with and protect the core audience

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

FinancialBanking

InvestmentsCredit cards

Health and WelfareInsurance

Medications and non RX purchasesContacts/Glasses

Wireless/cellAmount Spent

CarriersWays used

RetailDepartment Stores/Malls

Book/Toy/Pet/Clothing/Florists storesJewelry/Music/Home stores

AutomotiveOwnership type

New &Pre-owned vehicle purchasesAutomotive after-market/ repair

Attributes important when buying a car

Beverages

Online/Internet behavior

Other Consumer Behaviors That Can Be Explored

Add’l Media Consumption

HeavinessTypes

Telephone/Long Distance

Restaurants

Grocery and convenience stores

Source: Scarborough Syndicated Services 2011

Free resources . . .

Scarborough City Rank

Scarborough Free Studies http://www.scarborough.com/freeStudies.php

http://www.weknowthelocals.com/

Scarborough Press Releases http://www.scarborough.com/press.php

http://www.scarborough.com/freeStudies.php

http://www.weknowthelocals.com/

http://www.scarborough.com/press.php

Thank You, Questions

Howard GoldbergSVP, Radio and Agency [email protected]

www.scarborough.com

mailto:[email protected]

http://www.scarborough.com/

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NRB Research Symposium - Howard Goldberg

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