3. • As the Hispanic population
continues to grow, the U.S. will
become a true melting pot!
• Millennials are changing and
ruling our world!
• Baby boomers are outgrowing
the key TV demo of 18-49!
Changing Population!
3!
4. Hispanics: Changing the Face of the USA!
The Hispanic population
is projected to continue
its rapid growth, reaching
18% by 2015, when their
buying power will reach
$1.5T. If it were a
standalone country, the
U.S. Hispanic market
buying power would
make it one of the top
twenty economies in
the world.!
Hispanics are
disproportionately likely
to use cell phones and
"other" devices to
connect to the internet,
compared to the general
population. They are
much less likely to
connect via desktop
or laptop.!
4!
Hispanic Population Expected to
Reach 30% by 2050!
Hispanic Buying Power Will Reach
$1.5T by 2015!
By 2050 the Hispanics will represent nearly one-
third of the US population. The proportion of White
Alone will decrease from two-thirds to less than
one-half, as the population grows more diverse.!
By 2015 Hispanic spending power will be $1.5
Trillion, making up 10.5% of total buying power.!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
70%!
2010! 2015! 2025! 2035! 2045! 2050!
White Alone! Hispanic!
Black! Asian!
All Other Races! Two or more Races!
2010!
2015!
Of $11.12T
Total!
Of $14.12T
Total!
$1.02T!
$1.48T!
Source: eMarketer!Source: US Census Bureau,!
Desktop! Laptop! Cell/wireless! Television! Digital tablet! Other!
Hispanic! 32.9%! 40.1%! 37.6%! 7.3%! 11.2%! 12.1%!
Total Pop.! 43.6%! 44.7%! 35.8%! 7.5%! 11.7%! 10.2%!
Hispanics are using their cell phones and "other" devices to access the internet more than the general population. !
Computers and mobile are top internet devices for Hispanics!
Source: Experian Simmons NHCS and NCS. Note: At home 18+ !
5. Millenials: The Impact of the Newbies!
There are over 77 million
Millennials living in the
US (born between 1977
and 1994). Hispanics are
the largest ethnic
minority amongst
Millennials, followed by
African-Americans.
The 46% of Millennials
still living at home are
likely receiving financial
support and have a
significant influence
on household
purchase decisions.
When compared with
total adults, Millennials
are much more likely to
use their phones to
watch movies, video
clips, and live television.!
5!
There are as many Millenials as there
are Baby Boomers!!
Millenials are a driving
economic force!
There are over 77 million Millennials living in the
US (born between 1977 and 1994). !
Falling between the ages of 19 and 36, this
generation encompasses a range of life stages.!
Although Millennial incomes are among the lowest of
all generations, they are more inclined to spend
discretionary income on items and services that
promote status.!
Sources: National Chamber Foundation,; Mintel “Marketing to Millennials” Aug 2012!Source: U.S. Census Bureau, 2013 Mid-year Population by Single Year Age Groups!
Heavy consumers of media overall, 89% of Millennial TV viewers also watch online video.!
Over half of Millennial TV viewers watch digital video at least once a week!
Generation Z,
25%!
Generation X,
16%!
Millennials,
25%!
Baby
Boomers, 24%!
Greatest
Generation, 1%!
Silent
Generation,
10%!
Generation Z! Generation X!
Millennials! Baby Boomers!
Greatest Generation! Silent Generation!
$200B !
Direct
Purchasing
Power!
$500B!
Indirect
Spending!
21%!
[VALUE]!
21%!
14%!
32%!
[VALUE]!
26%!
11%!
35-49!
18-34!
At least once a day! At least once a week! Less than once a week! Never!
Source: eMarketer Frequency with which US TV viewers watch digital video or stream digital content by age, May 2013 (% of respondents)!
6. 9%!
30%!
27%!
24%!
9%!
35-49! 50-54! 55-59! 60-64! 65-69!
The Youngest Baby Boomers are Turning 50 this year!
We’ve heard much about
Millennials recently and
very little about Baby
Boomers. However,
Baby Boomers are the
wealthiest generation in
U.S. history and
represent 70% of the
total net worth of
American households.
Next year the youngest
of the Baby Boomers are
turning 50 and aging out
of the key TV buying
target of Adults 18-49.
How is this going to
impact TV ratings?!
6!
Boomers by age group!
Boomers, who watch more TV than any other age
group, are aging out of the key TV buying target
this year.! Source: 2013 GfK MRI Spring!
• In the US, there are 76 million Baby Boomers (born between 1946 and 1964)!
• More discretionary income (wealth) than any other age group!
- Control 70% of the total net worth of American households, i.e..
$7 trillion of wealth!
- Own 80% of all money in savings and loan associations!
- Spend money disproportionately to their numbers!
• Are not fanatically loyal to brands!
• Watch television more than any other age group!
• Read newspapers more than any other age group!
• Account for a dramatic 40% of total consumer demand!
Boomer Facts:!
7. 2013 Media Trends & Insights:
Technology
Adoption crosses all demos & all media
Changing the way we buy, sell, view all media – print, TV, OOH, digital
7!
8. Technology: The Robots are Taking Over!
As the adoption of
tablets and e-readers
rises, the number of
magazine downloads
continues its increase -
up 170% vs. last year.
Traditional OOH
spending is growing
steadily but not as
quickly as digital,
projected to grow by
55% in the next 4 years.
Grocery stores, gas
stations, and shopping
malls were the top
places consumers saw
digital or video ads.
More and more people
are using online radio.
VEVO reaches twice as
many listeners than other
top music/radio sites.!
8!
Magazine app usage continues its
dramatic increase!
Digital/Video Ads continue to pop up
in all walks of consumers’ lives!
The number of U.S. magazine-branded apps
increased 559% since Q1 2011. !
Grocery stores and convenience stores, were the
locations where video ads captivated consumers
interest the most.!
Sources: National Chamber Foundation,; Mintel “Marketing to Millennials” Aug 2012!Source: Magazine Publishers of America, The Magazine Handbook 2013-2014!
Pandora leads time spent, with users logging on at an average of 14 days in an average month!
VEVO tops list of music sites but Pandora dominates time spent!
Source: eMarketer Frequency with which US TV viewers watch digital video or stream digital content by age, May 2013 (% of respondents)!
0!
200!
400!
600!
800!
1,000!
1,200!
1,400!
1,600!
1,800!
2,000!
Q2
’11!
Q3
’11!
Q4
’11!
Q1
’12!
Q2
’12!
Q3
’12!
Q4
’12!
Q1
’13!
Number of magazine apps !
Locations
Saw Digital/
Video Ads
Saw Digital/
Video Ads !
& Express Interest
Grocery stores! 19.5%! 13.6%!
Gas stations! 15.2%! 9.1%!
Shopping malls! 14.9%! 8.2%!
Disc./dept. stores! 14.5%! 10.6%!
Restaurants! 12.7%! 8.4%!
Drug stores! 12.4%! 7.6%!
Convenience stores! 12.0%! 11.5%!
Medical offices! 11.9%! 6.4%!
Movie theater! 10.8%! 9.6%!
Other stores! 10.5%! 6.8%!
RANK! WEBSITE! UNIQUE VISITORS (000)! % REACH! AVG. USAGE DAYS PER VISITOR! AVG. MIN. PER VISITOR!
1! Vevo! 39,931 18 3 17
2! Pandora! 22,558 10 14 51
3! Clear Channel Online! 20,267 9 3 15
4! ToneMedia! 19,331 9 2 6
5! Spotify! 5,529 2 2 8
9. 2013 Media Trends & Insights:
TV Viewing – Different not less
We’re not watching less television, we’ve just changed the way we view
Multi-screen viewing
Binge viewing
Time-shifting
10. TV Viewing: Different NOT Less!
Traditional television
continues to be the most
common way to watch
video, however, time-
shifted TV grew faster
than other video viewing
platforms in 2012,
surpassing DVD/Blu Ray
viewership for the first
time. With technologies
like DVR and VOD,
consumers can watch
when they want and
“binge-view” TV content.
63% did so via web-
based streaming service
like Hulu. 44% used a
recording device like
DVR, and 51% watched
physical DVDs. !
10!
Television continues to reach the
masses – in new ways!
Digital/Video Ads continue to pop up
in all walks of consumers’ lives!
Although online and mobile video are growing
rapidly, traditional television continued to have the
largest reach and time spent in Q4 2012.!
Women 18+ spent more time watching TV during
the 2012/13 broadcast season compared to any
other age groups.!
Source: Nielsen Media Research, 2008-2013 Broadcast Seasons (Sept-May) !Source: Nielsen Cross Platform Report, Q4’12!
Cable TV and digital video streaming have made it increasingly easy for consumers to watch TV content
on their own schedules.!
Thanks to DVR and Streaming Services, ‘Binge’ TV Viewers Abound!
Audience (000)! Hours:Mins!
Q4 !
2012!
Q4 !
2011!
Q4 2012! Q4 2011!
On Traditional
TV!
283,930! 284,455! 156:24! 153:19!
Watching
Timeshifted TV !
159,685! 143,881! 12:38! 11:44!
Using a DVD/!
Blu Ray Device !
152,831! 157,561! 5:39! 6:00 !
Watching Video !
on Internet !
162,213! 165,712! 7:43! 5:15!
Watching Video
on a Mobile
Phone!
40,887! 33,526! 5:23! 4:54!
19:12:00!
21:36:00!
24:00:00!
26:24:00!
28:48:00!
31:12:00!
33:36:00!
36:00:00!
38:24:00!
40:48:00!
43:12:00!
2008/09! 2009/10! 2010/11! 2011/12! 2012/13!
Total Persons! W18+!
M18+! Teens 12-17!
Children 2-11!
41%!
63%!
15%!
53%!
15%!
44%!
14%!
51%!
Primary way I binge!
Have used to binge!
Online subscription service! Network/cable website! DVR! DVD/Blu-ray box set!
Source: eMarketer!
11. 2013 Media Trends & Insights:
Social Media
Shopping
Nielsen TV Twitter Ratings
12. Social Media: #SayGoodBye2TMI!
With 160 MM active
users in 2012, social
media should be
considered a mainstream
activity. By 2017, 7 out of
every 10 internet users
will be logging onto a
social network site every
month. Social gaming is
expected to increase
between 4% and 5%
annually until 2017,
adding nearly 17 million
new social gamers from
2013 through 2017.!
While some social media
sites have seen declines,
newbies such as
Pinterest have grown
significantly compared
to 2012.!
12!
Social media still growing, but at a
slower pace!
Digital/Video Ads continue to pop up
in all walks of consumers’ lives!
Social media is officially a mainstream activity, with
over 160 MM users every month. !
Women 18+ spent more time watching TV during
the 2012/13 broadcast season compared to any
other age groups.!
Sources: National Chamber Foundation,; Mintel “Marketing to Millennials” Aug 2012!US Social Network Users and Penetration, 2012-2017 (millions and % of population)!
LinkedIn, the second most visited site, experienced significant growth (+38%) compared to last year.!
Facebook is still the top social site, but others are gaining ground!
Source: comScore: Social Networking Sites US Unique Visitors (000)!
2013! 2014! 2015! 2016! 2017!
Social network
users (millions)!
163.5! 169.5! 174.9! 179.4! 183.8!
—% change! 4.0%! 3.6%! 3.2%! 2.6%! 2.5%!
—% of internet !
users!
67.2%! 68.1%! 68.8%! 69.4%! 70.1%!
—% of
population!
51.7%! 53.1%! 54.4%! 55.4%! 56.3%!
76!
80!
85!
89!
93!
97!
2012! 2013! 2014! 2015! 2016! 2017!
Social Gamers (millions)!
Rank! Website! May-10! May-11! May-12! May-13!
1! Facebook! 130,308! 157,219! 158,014! 144,575!
2! Linkedin! 21,190! 33,383! 37,586! 52,055!
3! Twitter! 23,841! 26,997! 41,642! 38,491!
4! Tumblr! 4,027! 10,705! 25,298! 36,537!
5! Pinterest! N/A ! 418! 20,320! 27,922!
13. 2013 Media Trends & Insights:
Life goes MOBILE
An explosion of mobile phones & tablets
Changing the way we communicate, view media, listen to music,
read books, watch TV, shop, and spend time
14. Cordless Consumers: Life goes Mobile!
Mobile ad spend,
especially supporting
national campaigns, is
chasing the explosion in
mobile ownership and is
forecast to triple by 2016.!
Mobile ownership has
soared over the past few
years, with more than
half of Americans using
smartphones and this
trend is expected to
continue into 2017.
The number of
individuals who use a
tablet at least once a
month rose dramatically
in 2012. Boosted by
falling tablet prices, this
adoption is expected to
remain steady into 2017.!
14!
Mobile ads are going
increasingly national!
Smartphone growth anticipated for
foreseeable future!
Although local mobile spending will increase in the
coming years, it will not keep pace with the rapid
expansion of national mobile spend.!
Smartphones have crossed the 50% threshold and
are expected to grow consistently through 2017,
when they are expected to penetrate 80% of the market.!
Source: eMarketer: US Smartphone Users (millions) and Penetration, 2011-2017!Source: eMarketer: US Mobile Ad Spending, Local vs. National, 2012-2017 ($ billions)!
After an initial period of rapid growth, tablet ownership is projected to grow at a more steady, consistent pace through 2017. !
More than half the population will have tablets by 2016!
Source: eMarketer: US Tablet Users and Penetration, 2011-2017!
$2.0!
$3.1
$4.8
$5.8
$6.9
$7.7
$1.2!
$2.3!
$3.9!
$5.7!
$7.2!
$9.1!
2012! 2013! 2014! 2015! 2016! 2017!
Local! National!
92.8
121.4
[VALUE].0
159.9
[VALUE].0
193.7
207.4
2011
2012
2013
2014
2015
2016
2017
Smartphone
users
2011! 2012! 2013! 2014! 2015! 2016! 2017!
Tablet Users! 33.5%! 93.9%! 123.1%! 143.2%! 157.1%! 168.1%! 178.0%!
Penetration! 10.8%! 29.9%! 38.9%! 44.9%! 48.9%! 51.9%! 54.6%!
