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

REDEFINING THE BABY
BOOMER GENERATION
MARKETINGS MOST VALUABLE GENERATION
Tony Hereau / Director, Audience Insights

tony.hereau@nielsen.com
Nielsen
Copyright 2013 The Nielsen Company. Confidential and proprietary.
WHAT WE WILL COVER.
1) PROFILING THE BOOMERS

2) BUYING BEHAVIOR
3) MEDIA USE
BOOMERS MAKE UP 21% OF SAN DIEGO

San Diego NON-ETHNIC 12+
San Diego BLACK 12+
San Diego HISPANIC 12+
Millennials
33.1
24.8
45.7
24.0
24.6
50.7
Generation X
18.1
19.7
25.8
Baby Boomers
15.2
10.1
8.3
Silent
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+
PROFILE OF BABY BOOMERS
THE BABY BOOMERS

How do they compare to other generations?
Millennials
Born 1981-early 2000s
Represent
74 million
Americans
Age 14-33
Generation X
Born 1965-1980
Age 34-49
Boomers
Born 1946-1964
Age 50-68 years old
Silent Generation
Born 1925-1945
Age 69+
Source: Pew Research (March 19, 2015). How Millennials today compare with their grandparents 50 years ago
HOW OLD IS OLD?

Whats your definition of old
7
24
16
32
35
19
22
43
28
46
30
18
18
17
Asia Pacific
35
Age 70-79
25
34
23
27
41
Europe
Latin
America
Middle
East/Africa
34
Source: Nielsen Global Online Survey, Q3 2010
Age over 80
18
Age 60-69
Age 50-59
Age 40-49
12
North
America
Global
Average
QUICK FACTS
44%
OF U.S.
ADULT
POPULATION
ARE AGE 50+
63%
OF BOOMER
HOUSEHOLDS
HAVE AT
LEAST ONE
PERSON
WORKING
Source: Nielsen Pop-Facts 2012, Nielsen Convergence Audit 2012.
50%
40%
OF TOTAL CPG
SALES
COME FROM
THE 50+ DEMO
OF
CUSTOMERS
PAYING FOR
WIRELESS
ARE BOOMERS
SAN DIEGO BOOMERS

A Closer Look
27% more likely to be selling their home
25% more likely to be expecting a grandchild
7% more likely to donate time or money to environmental causes
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Adults 50-64
* Index compared to total U.S. adults
BOOMERS ACTIVITIES AND EVENTS

How do Boomers compare in top activities and events?
Activities
U.S. Boomers
SAN DIEGO
Boomers
Gardening
Hiking
115
131
Live Theater
Yoga/Pilates
111
127
Sewing/Crafts
Photography
108
119
Country Music Concert
Monster Jam
104
264
Events
BOOMERS ACTIVITIES AND TRAVEL

How do Boomers compare in top activities and travel?
Activities
U.S. Hispanic
Boomers
SAN DIEGO
Hispanic Boomers
Health / Fitness Expo
Jogging/Running
113
105
Circus
Yoga/Pilates
113
108
Soccer Match
Zoo
233
155
Pro Wrestling
Supercross/MX
118
921
Events
Source: Scarborough USA+R2 2014 (Aug 2013-Sep 2014) San Diego Hispanic 50-64
10
BOOMERS MAKE UP OVER 50% OF ALL PEOPLE

WITH INCOMES OVER $100,000
Income by Generation
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
36%
54%
Greatest Gen
Boomers
Gen X
Millenials
HH Inc <$100,000
Source: Nielsen Pop-Facts Demographics 2013
HH Inc $100,000+
11
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
12
YOU MIGHT BE A BOOMER IF

Conditions-Currently have/had in past 12 months
High Cholesterol
High Blood Pressure
Joint Pain
Acid Reflux/GERD
Heartburn/Indigestion
Body Ache
Arthritis (Osteoarthritis)
Gas
Diabetes (Non-Insulin User)
Asthma
Menopause
Osteoporosis
San Diego Adults 18+
Restless Leg Syndrome (RLS)
San Diego Boomers
Psoriasis
COPD
Low Testosterone
Post Traumatic Stress Disorder (PTSD)
0%
5%
10%
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014-Jan 2015) MARS health care data
15%
20%
25%
13
SAN DIEGO BOOMERS TAKE CARE OF THEMSELVES

A Closer Look
42% more likely to have had Botox injections
33% more likely to be on a diet
11% less likely to agree that everyone should just age naturally
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014-Jan 2015) MARS health care data
14
BUYING BEHAVIOR
BOOMER SHOPPING
How much are they spending?
Index to US Adults 18+

Annual Amount Spent
U.S. Boomers
SAN DIEGO
Boomers
Hardware & Paint

(109 Index)
$14.1 Billion
Womens Casual Clothing

(105 Index)
$57 million
Lawn & Garden

(110 Index)
$11.7 Billion
Fine Jewelry
(133 Index)
$41 million
Fine Jewelry
(108 Index)
$2.8 Billion
Camera & Accessories

(110 Index)
$34 million
16
BOOMER SHOPPING
How much are they spending?
Index to US Adults 18+

Annual Amount Spent
U.S. Hispanic
Boomers
SAN DIEGO
Hispanic Boomers
Television
(105 Index)
$1.1 Billion
Furniture
(110 Index)
$29 million
Mattress
(100 Index)
$795 million
Womens Biz Clothing

(177 Index)
$7 million
Infant Clothing
(97 Index)
$115 million
Cosmetics
(106 Index)
$6 million
17
BOOMERS ARE HEAVY SPENDERS IN GROCERY

Amount HHLD Spent on Groceries Past 7 Days: SAN DIEGO Baby Boomers
Index
Less than $100
$100 - $149
$150 - $199
96
28%
92
24%
105
13%
$200 or more
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015) Adults 50-64
32%
105
18
HISP. BOOMERS ARE HEAVY SPENDERS IN GROCERY

Amount HHLD Spent on Groceries Past 7 Days: HISPANIC Baby Boomers in S.D.
Index
Less than $100
$100 - $149
$150 - $199
98
28%
75
20%
131
17%
$200 or more
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015) Hispanic Adults 50-64
32%
104
19
VALUE LOCALLY GROWN AND NEW FOODS

HISPANIC
SAN DIEGO
I try to buy foods that are
grown or produced locally.
I am a creature of habit and

stick to the food I know I like.
% DISAGREE
% AGREE
68%
40%
64%
63%
BOOMERS
GEN X
MILLENNIALS
34%
25%
BOOMERS
Source: Nielsen Scarborough & GfK/MRI San Diego R2 2014 (Aug 2013 Jul 2014)
GEN X
MILLENNIALS
20
BOOMERS AND AUTOMOTIVE
Top indexing
Car types
U.S. Boomers
SAN DIEGO
Boomers
Domestic Truck
Foreign Mid-size
122
124
Foreign Truck
Foreign Luxury
125
277
$25,700
$30,600
(Index)
Average Amount
plan to pay
Compared to the national average, SAN DIEGO Boomers

are nearly twice as likely to drive a hybrid vehicle
21
BOOMERS AND AUTOMOTIVE
Top indexing
Car types
U.S. Hispanic
Boomers
SAN DIEGO Hispanic

Boomers
Foreign Truck
Foreign Compact
161
110
Foreign Large
Foreign Van
121
140
$22,700
$32,900
(Index)
Average Amount
plan to pay
Over 60% of Hispanic Boomers in SAN DIEGO describe their

ideal car as Basic and Functional or Transportation Only
22
BOOMERS ARE EYEING PICKUP TRUCKS

Vehicles HHLD Intends to Buy or Lease New Next 12 Months: Index to San Diego 18+
Pickup truck
Baby Boomers
GEN X
103
MILLENIALS
73
144
Sport Utility Vehicle
143
Midsize car
Luxury Vehicle
144
137
Source: Nielsen Scarborough San Diego R1 2015 (Feb 2014 Jan 2015)
23
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+
24
DRIVING THE POINT HOME
Did you know that the average American

consumer buys 13 cars in their lifetime
7 of them after the age of 50.

Paul Fitzpatrick - RLTV Town Hall January 2013 Rethink 50+
25
RESTAURANTS
Boomers and eating out
Restaurant Type
(Index)
Quick Service Restaurants

(Avg # of Visits per month)
Sit Down Restaurants

U.S. Boomers
SAN DIEGO
Boomers
Steakhouse
Coffee House
108
142
4.6
4.7
3.3
3.4
26
RESTAURANTS
Boomers and eating out
Restaurant Type
(Index)
Quick Service Restaurants

Sit Down Restaurants

U.S. Hispanic
Boomers
SAN DIEGO
Hispanic Boomers
Mexican Restaurant
Mexican Restaurant
170
124
4.6
4.1
3.1
3.0
27
BROADCAST TV STATION EFFECTIVELY REACHES

RESTAURANT SPENDERS AT ANY TIME OF THE DAY
Index of Viewers Who Used Restaurant Past 30 Days
Local Broadcast Station in SAN DIEGO
7-9A Early Morning

112
107
109
5-7P Early Evening
112
104
107
109
104
9A-12P Daytime
111
California Pizza Kitchen
113
Chilis
109
104
Olive Garden
Source: Nielsen Local Buyer Reach, San Diego Scarborough R1 2015
Index to DMA
Sammys Woodfired Pizza

28
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
# of Transactions
per buyer / year
88
86
$980
$976
86
$956
Station 1
85
$967
Station 2
Station 3
Station 4
Annual Total Spend Per Buyer

Source: Nielsen Local Buyer Reach, San Diego Scarborough R1 2015
Heavy spenders refers to the top third of QSR spenders
29
GO FIGURE
50%
CPG Dollar Spend
from 50+ demo
10-15%
Ad Dollars Aimed at
50+ Years
Source: TV Board for Tuesday (Jan. 29, 2013). Boom Time for Boomers. Charlene Weisler.
30
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.
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.
Inside Radio 3-21-2011
31
I DONT MAKE PURCHASE DECISIONS BASED ON

ADVERTISING
Agree
Disagree
98
60.3%
INDEX
BABY BOOMERS
39.7%
98
60.7%
INDEX
GENERATION X
39.3%
100
62.0%
INDEX
MILLENNIALS
38.0%
Market Avg.
61.7% Agree
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
32
IF A PRODUCT IS MADE BY A COMPANY I TRUST,

ILL BUY IT EVEN IF IT IS MORE EXPENSIVE
Agree
Disagree
106
77.3%
INDEX
BABY BOOMERS
22.7%
98
71.7%
INDEX
GENERATION X
28.3%
94
68.5%
INDEX
MILLENNIALS
31.5%
Market Avg.
72.9% Agree
33
THE SERVICE OF THE PERSONNEL AT A STORE IS AN

IMPORTANT PART OF MY DECISION TO SHOP THERE
Agree
Disagree
106
81.8%
INDEX
BABY BOOMERS
18.2%
102
78.5%
INDEX
GENERATION X
21.5%
91
70.5%
INDEX
MILLENNIALS
29.5%
Market Avg.
77.1% Agree
34
SAN DIEGO BOOMERS ARE LOYAL CUSTOMERS
87%
84%
77%
Agree with, When I find a brand I like, I stick to it.
Agree with, Buying American products is important to me.
Agree with, I am not influenced by whats hot or not.
Source: Nielsen Scarborough & GfK/MRI San Diego R2 2014 (Aug 2013 Jul 2014) Adults 50-64
Agree = Agree Completely & Agree Somewhat
35
MEDIA USE
ITS CALLED MASS MEDIA FOR A REASON
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
14.9
HRS
5.8
HRS
5.6
HRS
1.2
HRS
1.0
HRS
0.4
HRS
Live
Television
AM/FM
Radio
Using any
App/Web on
Smartphone
Using the
Internet on
Computer
Video on the
Internet
DVD/
Blu Ray
Game
Console
Source: Nielsen Total Audience Report Quarter 4 2014 / Base: Total US Population P50-64
37
LOOK WHOS WATCHING

Hours per month of Live TV
191
BABY BOOMERS
149
110
GEN X
MILLENNIALS
Boomers also spend an additional 27 hours with time-shifted TV,

DVD/Blu-Ray, Game Console and Over-The-Top Device usage
Source: Nielsen Total Audience Report Q4, 2014, NPOWER 9/29/14 12/28/14, Live TV for Adults 18-34, 35-49 & 50-64
38
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 %
A shift from reality shows to sitcoms to dramas as we age

Source: NPOWER, Program Ranker, Prime, Live +7, San Diego, February 2015 excludes Sporting Events and Specials
39
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 %
Que Te Perdone
Dios-THU
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 %
Que Te Perdone
Dios-THU
4.8 %
Noticias 10p
11.6 %
Gata-FRI
15.6 %
Gata-MON
4.7%
100 Latinos
Dijeron
10.5 %
Pants On Fire
15.2 %
Hispanic Boomers are less addicted to telenovelas

Source: NPOWER, Program Ranker, Prime, Live +7, San Diego, February 2015 excludes Sporting Events and Specials
40
LOCAL NEWS RATINGS INCREASE WITH AGE
Total Ratings by Demo for SAN DIEGO Early News

50.0
45.0
40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
Rating
Impressions
P18-24
10.9
29,431
P25-34
14.1
60,479
P35-49
19.0
113,766
P50-64
32.5
182,706
P65+
47.2
184,222
Source: Nielsen NLTV, San Diego, M-F 5P-6;30P, Feb 2015, sweep measurement, Average quarter hour ratings & impressions
200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
41
BOOMERS ARE THE BIGGEST CONSUMERS OF SAN

DIEGO RADIO
Hispanic
3.4
8.1
7.1
7.5
7.7
8.7
6.6
7.0
4.1
3.7
4.8
5.5
6.5
7.9
9.3
11.1
Total Market
6-11
12-17
18-24
25-34
Source: SAN DIEGO Metro PPM, Apr 2015, Mon-Sun 6AM-Mid,

AQH Ratings of Total Market Radio Usage
35-44
45-54
55-64
65+
42
BOOMERS LISTEN TO ADULT CONTEMPORARY AND

NEWS RADIO OVER TOP 40 AND COUNTRY
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
Millennials
Wkly Cume Pers
Pop CHR (Top 40)
18,534,700
Pop CHR (Top 40)
37,122,000
Adult Contemporary
17,092,700
25,410,600
15,259,800
Hot Adult Contemp.
23,175,100
Hot Adult Contemp.
15,022,400
Adult Contemporary
21,625,100
Classic Rock
11,513,200
Rhythmic CHR
16,549,500
Source: Fall 2014 NRD Total US Listening, M-Su 6a-12Mid, Adults 18-34, 35-49 & 50-64
43
BOOMERS ARE ACTIVE

Radio reaches Boomers outside the home
PERCENT OF LISTENING BY LOCATION
Home
Away from Home

All Boomers
67.6%
32.4%
Hispanic Boomers
66.9%
33.1%
Male Boomers
Hisp. Male Boomers

Female Boomers
Hisp. Female Boomers
71.8%
69.6%
62.1%
63.5%
Source: Nielsen San Diego April 2015 PPM, AQH Persons by Location
28.2%
30.4%
37.9%
36.5%
44
DEVICE PENETRATION
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%
SAN DIEGO Boomers are more likely to have a DVR in the home
and have access to subscription video on demand services
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)
45
SAN DIEGO BOOMERS LOCAL SPORTS FANS

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:
60%
Chargers Fans
50%
Padres Fans
25%
Aztecs Fans
Football & Basketball
Source: Scarborough USA+ Release 2 2014 & San Diego R1 2015 Fan= Watched, attended or listened to past year
46
SUMMARY
1
Boomers are an active and vibrant

segment of the population
Boomers have considerable

economic power and spend more
than other age groups
Broadcast media is an effective

way to reach Boomers across
multiple devices
47
HELP FROM NIELSEN

Sherri Lee
Account Manager
Phone: 323-817-1218
Email: sherri.lee@nielsen.com
Shellie R. Sigal
Client Service Executive
Phone: 323-817-1213
Email: shellie.sigal@nielsen.com
Michael Nelson
Acct. Dir., Client Solutions
Phone: 410-794-2861
Email: michael.nelson@nielsen.com
48
THANK YOU!
Tony Hereau
Director, Audience Insights
Phone: 410-794-2832
Email: tony.hereau@nielsen.com

REDEFINING THE BABY BOOMER GENERATION: Marketing&#39;s Most Valuable Generation

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REDEFINING THE BABY

Tony Hereau / Director, Audience Insights

Copyright 2013 The Nielsen Company. Confidential and proprietary.

WHAT WE WILL COVER.

1) PROFILING THE BOOMERS

BOOMERS MAKE UP 21% OF SAN DIEGO

Copyright 2012 The Nielsen Company. Confidential and proprietary.

San Diego BLACK 12+

San Diego HISPANIC 12+

PROFILE OF BABY BOOMERS

THE BABY BOOMERS

Copyright 2013 The Nielsen Company. Confidential and proprietary.

Age 50-68 years old

HOW OLD IS OLD?

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Global Online Survey, Q3 2010

Copyright 2012 The Nielsen Company. Confidential and proprietary.

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

SAN DIEGO BOOMERS

27% more likely to be selling their home

Copyright 2012 The Nielsen Company. Confidential and proprietary.

25% more likely to be expecting a grandchild

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

* Index compared to total U.S. adults

Copyright 2013 The Nielsen Company. Confidential and proprietary.

BOOMERS ACTIVITIES AND EVENTS

Country Music Concert

* Index compared to total U.S. adults

Copyright 2013 The Nielsen Company. Confidential and proprietary.

BOOMERS ACTIVITIES AND TRAVEL

Health / Fitness Expo

* Index compared to total U.S. adults

BOOMERS MAKE UP OVER 50% OF ALL PEOPLE

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Pop-Facts Demographics 2013

BOOMERS HAVE HIT THEIR PEAK EARNING YEARS

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Count of households by head-of-householder age and household income

Copyright 2013 The Nielsen Company. Confidential and proprietary.

YOU MIGHT BE A BOOMER IF

San Diego Adults 18+

Restless Leg Syndrome (RLS)

San Diego Boomers

SAN DIEGO BOOMERS TAKE CARE OF THEMSELVES

42% more likely to have had Botox injections

Copyright 2012 The Nielsen Company. Confidential and proprietary.

33% more likely to be on a diet

Copyright 2013 The Nielsen Company. Confidential and proprietary.

Index to US Adults 18+

Hardware & Paint

Womens Casual Clothing

Lawn & Garden

Camera & Accessories

Copyright 2013 The Nielsen Company. Confidential and proprietary.

Index to US Adults 18+

Womens Biz Clothing

BOOMERS ARE HEAVY SPENDERS IN GROCERY

Less than $100

Copyright 2012 The Nielsen Company. Confidential and proprietary.

HISP. BOOMERS ARE HEAVY SPENDERS IN GROCERY

Less than $100

Copyright 2012 The Nielsen Company. Confidential and proprietary.

VALUE LOCALLY GROWN AND NEW FOODS

I am a creature of habit and

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

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