Executive Summary Example. Restaurant X Users in Albuquerque

Transcription

1 Executive Summary Example Restaurant X Users in Albuquerque

2 Overview of Presentation Data Scarborough study used: Albuquerque, NM Release 2 20XX Survey period and respondent counts: Albuquerque Oct XX-Sept XX Total Respondents 1,940 Base of the study is Adults 18+ Target used in the analysis: Restaurant X Diners Defined as past 30 day Restaurant X users for breakfast/lunch/dinner Respondent counts of targets: Restaurant X Diners Target Respondents 188 Data covered within the presentation includes: Demographics Restaurant Competitive Information Lifestyle Information Media Analysis

3 Demographic Profile

4 Restaurant X diners in Albuquerque are younger than the overall market Female Male 51% 50% 49% 50% 56% of Restaurant X diners are under the age of 35, compared to 31% of the market overall. 37% 13% 19% 18% 16% 16% 18% 14% 17% 18% 9% 5% Albuquerque Adults 18+ Restaurant X Diner

5 When looked at generationally, Gen X is the sweet spot among Restaurant X targets, while Gen Y is the secondary generation Generations Albuquerque Adults 18+ % Restaurant X Diner % Gen Y (18-29) 20% 31% Gen X (30-44) 27% 42% Baby Boomers (45-64) 35% 23% Golden Years (65+) 18% 5%

6 Albuquerque is a racially mixed market, however, over half of Restaurant X diners are Hispanic 54% 49% Race/Ethnicity Restaurant X diners also over-index the market for being Other Non- Hispanic ethnicities. 39% 27% 15% 9% 2% 4% Hispanic White Other Non-Hispanic Black/African American Albuquerque Adults 18+ Restaurant X Diner

7 Restaurant X diner households are likely to be larger in number, with one-third having five or more people in the home 40% Albuquerque Adults 18+ Household Size Restaurant X Diner 32% 32% 30% 20% 19% 19% 19% 18% 14% 14% 13% 10% 4% 9% 7% 0% One Two Three Four Five Six+ Marital Status Albuquerque Adults 18+ % Restaurant X Diner % Married 54% 51% Never married (Single) 28% 41% 51% of Restaurant X diners are married, which is slightly below the market average. Diners, however, over-index to the market for being single-never married. Widowed/Separated/Divorced 18% 8%

8 Restaurant X diners in Albuquerque are more likely to have children in the home Number of Children in Household 80% 60% 61% 56% of Restaurant X diners in Albuquerque have children in the household, compared to only 39% of the market. 44% 40% 28% 20% 15% 16% 15% 9% 13% 0% None One Two Three+ Albuquerque Adults 18+ Restaurant X Diner

9 Compared to the market, Restaurant X diners are more likely to be renters and have lived in their home less than one year Home Ownership / Housing Time in Present Home Albuquerque Adults 18+ % Restaurant X Diner % 100% <1 Year 9% 18% 75% 75% 69% 65% 1 5 Years 21% 22% 5 10 Years 23% 28% 57% 10+ Years 46% 33% 50% Value of Owned Home Albuquerque Adults 18+ % Restaurant X Diner % 25% 22% 29% <$100K 21% 29% 6% 8% 8% 11% $100K - $150K 13% 17% 0% Own Home Rent Single Family Home Albuquerque Adults 18+ Townhouse / Condo Apartment Restaurant X Diner $150K - $250K 23% 16% $250K+ 18% 7%

10 Restaurant X diners are likely to be employed, working in a mix of white and blue collar professions and living in multi-income households Employment/Occupation Summary 43% 43% 43% 41% 41% 41% 39% 34% 17% 16% 21% 25% Employed FT Employed PT Multi-Income HH Not Employed White collar Blue collar Albuquerque Adults 18+ Restaurant X Diner 41% of both the market and Restaurant X diners are not employed. Unemployed diners are more likely to be homemakers or laid-off/looking for work. Reason Not Employed Albuquerque Adults 18+ % Restaurant X Diner % Homemaker 9% 15% Laid-off/ Looking For Work 5% 11% Retired 18% 7% Student 4% 5% Disabled 5% 3%

11 Restaurant X diners are likely to have graduated from high school or attended college compared to the market. 45% of diners, however, have household incomes under $35,000. Level of Education HH Income 46% 45% 34% 31% 33% 37% 25% 11% 12% 10% 18% 17% 16% 17% 12% 14% 17% 7% Some HS or Less HS Grad Some College College Grad+ <$35K $35-50K $50-75K $75-100K $100K+ Albuquerque Adults 18+ Restaurant X Diner

12 Demographic Summary Restaurant X diners within the Albuquerque market are younger than the general population. More than half of diners are under the age of 35. Gen X is the largest generational segment among Restaurant X diners. Although Albuquerque is a racially mixed market, Hispanics make up 54% of Restaurant X diners. The Restaurant X diner is likely to live in households with five or more members. 56% of diners have children in the household. While half (51%) of diners are married, 41% are single-never married. Restaurant X diners are likely to be renters who have lived in their home less than one year. The Restaurant X diner is likely to be working full-time and living in multi-income households. Compared to the market, Restaurant X diners are more likely to have graduated high school and attended some college. Household incomes are also slightly lower.

13 Restaurant Usage

14 Restaurant X diners are frequent quick service restaurant patrons % by Target 63% of Restaurant X diners have eaten at quick service restaurants 6+ times per month, compared to 38% of the Albuquerque market. 63% 17% 13% 32% 24% 21% 36% 38% 17% 28% 1-2 times 3-5 times 6-9 times 6+ times 10+ times Albuquerque Adults 18+ Restaurant X Diner Number of Past Month QSR Visits

15 Restaurant X diners are more likely to eat at Chinese restaurants compared to Albuquerque adults % by Target 51% 49% Restaurant X diners are also more likely than the market to have visited an Italian restaurant and/or coffee house-bar in the past month. 42% 33% 22% 21% 20% 18% 15% 16% 14% 17% 12% 9% Any Chinese restaurant Any Mexican restaurant Any Italian restaurant Any coffee house/bar Any steakhouse Any seafood restaurant Any upscale restaurant Albuquerque Adults 18+ Restaurant X Diner Type of Restaurant Used For Breakfast/Lunch/Dinner Past Month

16 Restaurant X is the #10 quick-service restaurant in Albuquerque % of Albuquerque Adults 18+ McDonald's 47% Blake's Lotaburger Subway Taco Bell 28% 28% 28% Sonic 24% Burger King Wendy's KFC Dion's Pizza 20% 19% 18% 18% Restaurant X Pizza Hut Dairy Queen Domino's Pizza 13% 13% 13% 12% 87% of Albuquerque adults 18+ dined at a fast-food restaurant in the past month. Starbucks Arby's 10% 9% Fast-Food Restaurant Used For Breakfast/Lunch/Dinner Past Month Target: Total Adults

17 Among all adults, Restaurant X is the #15 fast-food restaurant for lunch and #4 for dinner % Albuquerque Adults QSR Usage Breakfast % Used Past Month Any QSR 37% McDonald's 19% Blake's Lotaburger 10% Starbucks 7% Burger King 3% Sonic 3% Dunkin' Donuts 3% Subway 1% Arby's 1% Jack in the box 1% Carl's Jr. 1% Lunch % Used Past Month Any QSR 69% McDonald's 30% Subway 22% Blake's Lotaburger 17% Wendy's 15% Sonic 14% Taco Bell 14% Burger King 12% KFC 9% Dion's Pizza 7% Dairy Queen 7% #15 Restaurant X 4% Dinner % Used Past Month Any QSR 68% McDonald's 18% Taco Bell 17% Dion's Pizza 13% Restaurant X 11% KFC 11% Subway 11% Pizza Hut 11% Sonic 10% Burger King 9% Domino's Pizza 9% Target: Total Adults

18 Restaurant Usage Summary Fast-Food Restaurants 87% of Albuquerque adults dined at a fast-food restaurant in the past month. Restaurant X diners eat at QSRs more frequently. Two-thirds eat out 6 or more times a month, compared to 38% of the general market. The most popular type of restaurants to dine at in Albuquerque the past month are Chinese and Mexican. Restaurant X diners over-index for using Chinese restaurants while under-indexing for using Mexican restaurants. Among adults in Albuquerque, McDonald s is the top quick service restaurant visited in the past month. More than one in four have also visited Blake s Lotaburger, Subway, and Taco Bell. Restaurant X is the #15 most frequented quick service restaurant for Lunch and #4 for Dinner, over the course of a month in Albuquerque.

19 Restaurant Usage Cross-Dining

20 Among Restaurant X diners, McDonald s is the top QSR eaten at in the past month % of Restaurant X Diners McDonald's 61% Blake's Lotaburger Taco Bell Subway 45% 45% 46% Burger King 32% Domino's Pizza Wendy's Dion's Pizza Sonic KFC Pizza Hut Long John Silver's Church's Chicken Carl's Jr. Arby's 18% 17% 16% 15% 14% 27% 25% 25% 25% 23% The top two QSRs used by Restaurant X diners specialize in hamburgers. Fast-Food Restaurant Used For Breakfast/Lunch/Dinner Past Month

21 Nearly one-third of Restaurant X diners have eaten at Restaurant X for lunch, with the majority eating there for dinner % Restaurant X Diners QSR Usage Breakfast % Used Past Month Any QSR 45% McDonald's 24% Starbucks 12% Blake's Lotaburger 12% Burger King 10% Dunkin' Donuts 4% Sonic 2% Whataburger 2% Jack in the box 1% Carl's Jr. 1% Chick-fil-A 1% Lunch % Used Past Month Any QSR 83% McDonald's 35% Blake's Lotaburger 33% Subway 32% Restaurant X 30% Wendy's 19% Burger King 19% Sonic 18% Taco Bell 15% KFC 12% Carl's Jr. 12% Dinner % Used Past Month Any QSR 95% Restaurant X 81% Taco Bell 38% McDonald's 35% Domino's Pizza 21% Burger King 20% Subway 19% Dion's Pizza 19% Pizza Hut 16% Blake's Lotaburger 15% Sonic 14%

22 Restaurant Usage Cross-Dining Summary Fast-food restaurant cross-usage among Restaurant X diners shows McDonald s as the dominant choice. 61% of Restaurant X diners visited McDonald s in the past month. 95% of Restaurant X diners have eaten at a QSR for dinner in the past month. 83% have eaten at a QSR for lunch. Restaurant X diners are more likely to eat Restaurant X for dinner than lunch. McDonald s, Blake s Lotaburger, and Subway are the largest competitors at lunchtime. No other QSR comes close to Restaurant X at dinner.

23 Lifestyle Information

24 Restaurant X diners drink a variety of beverages, with more than half consuming four different types in the past week % by Target 82% 75% Restaurant X diners prefer regular soft drinks, bottled water, tea in bottles/cans, and sports drinks. In addition, they are more than twice as likely to consume regular soft drinks over diet soft drinks. 61% 55% 31% 60% 27% 57% 40% 49% 43% 24% 23% 39% 36% 35% 31% 16% Regular soft drinks Bottled water Tea in bottles/cans (ready-todrink) Sports drinks 100% fruit juice Specialty coffee Other fruit drinks (not 100% juice) Diet soft drinks Energy drinks Albuquerque Adults 18+ Restaurant X Beverages Drank Past 7 Days

25 Restaurant X diners over-index Albuquerque adults in various outdoor and sporting activities Gardening Swimming Camping Basketball Fishing Bowling Photography Bicycling - mountain biking Volunteer work Hiking - backpacking Football Jogging - running Adult continuing education Hunting Horseback riding 6% 7% 13% 11% 12% 12% 15% 14% 14% 16% 17% 18% 18% 21% 20% 22% 23% 21% 21% 23% 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 26% 26% 26% 27% 26% 32% 33% Albuquerque Adults 18+ Restaurant X Diner 43% 46% Compared to the overall market, Restaurant X diners are more likely to be active in swimming, camping, basketball, fishing and bowling. Activities Participated in Past Year

26 Restaurant X diners are likely to be active event goers, indexing well above average in nearly every case Any professional sports event Rio Grande Zoo 30% 30% 33% % Events Attended/Places Visited Past Yr by Targets 46% Sandia Resort & Casino 22% 23% Albuquerque Isotopes baseball game 19% 18% Route 66 Casino 19% 28% Albuquerque Aquarium 18% 31% Hard Rock Hotel & Casino Albuquerque International Balloon Fiesta 18% 18% 16% 25% New Mexico State Fair 17% 16% High school sports event 17% 23% Rio Grande Botanical Garden New Mexico Museum of Natural History & Science 14% 14% 14% 20% Albuquerque Adults 18+ Restaurant X Diner 0% 10% 20% 30% 40% 50% Events Attended / Places Visited Past Year

27 Lifestyle Summary The beverages of choice among Restaurant X diners include regular soft drinks, bottled water, tea in bottles/cans, and sports drinks. They are also more than twice as likely to consume regular soft drinks over diet soft drinks. With the exception of diet soft drinks, Restaurant X diners in Albuquerque over-index the market for past week consumption of all non-alcoholic beverages. Restaurant X diners are likely to have participated in a number of different sporting and outdoor activities during the past year. Of particular interest to the diners is gardening, swimming, and camping. Similarly, Restaurant X diners are likely to attend a wide variety of area events and attractions. Professional sporting events, the Rio Grande Zoo, and Sandia Casino & Resort are popular among Restaurant X diners. The Route 66 Casino, along with the Albuquerque Aquarium, are also high indexing attractions/events.

28 Media Analysis

29 Media quintiles (index) for Restaurant X Diners Media Quintiles - Index Restaurant X Diner Newspaper 1 st Quintile (Highest) 58 Newspaper 2 nd Quintile 101 Newspaper 3 rd Quintile 125 Newspaper 4 th Quintile 102 Newspaper 5 th Quintile (Lowest) 113 Media Quintiles - Index Restaurant X Diner Radio 1 st Quintile (Highest) 149 Radio 2 nd Quintile 117 Radio 3 rd Quintile 81 Radio 4 th Quintile 88 Radio 5 th Quintile (Lowest) 63 Media Quintiles - Index Restaurant X Diner Television 1 st Quintile (Highest) 75 Television 2 nd Quintile 72 Television 3 rd Quintile 144 Television 4 th Quintile 120 Television 5 th Quintile (Lowest) 89 Media Quintiles - Index Restaurant X Diner Internet Use 1 st Quintile (Highest) 73 Internet Use 2 nd Quintile 109 Internet Use 3 rd Quintile 107 Internet Use 4 th Quintile 92 Internet Use 5 th Quintile (Lowest) 119 Base: Total Adults 18+ Target: Past month Restaurant X Diner

30 Media Analysis Television

31 Comedies, movies, and sports are the top television programs typically watched by Restaurant X diners in Albuquerque % TV Programs Typically Watched by Targets 80% 77% 71% Three types of local news are in the top ten types watched. Only the morning and late news index higher than the market. 60% 40% 51% 60% 60% 43% 43% 48% 48% 35% 52% 44% 41% 32% 39% 39% 34% 31% 36% 20% 17% 0% Comedies Movies Sports Local news - morning Albuquerque Adults 18+ Documentaries Local news - evening Restaurant X Diner Kids shows Dramas Mystery / suspense / crime Local news - late TV Programs Typically Watched

32 Restaurant X diners are less likely to be watching TV in the course of a week, but a few broadcast networks perform better than the market CW & MyNetwork TV % Broadcast Networks Watched Past Wk by Targets Broadcast Networks Watched Past Week 100% 86% 80% KOB, Ch. 4 53% KOBF, Ch. 12 2% KRQE, Ch % KBIM, Ch % 75% 67% 50% 67% 55% 59% 60% 53% 52% 51% KWBQ, Ch % KRWB, Ch. 21 8% 25% 22% 21% 25% 17% 0% Any B'Cast TV Viewing 10% 7% 12% 11% 10% 9% ABC NBC CBS FOX CW MyNetworkTV PBS Univision Telemundo KOAT, Ch. 7 67% KOVT, Ch. 3 3% Albuquerque Adults 18+ Restaurant X Diner

33 Restaurant X diners are similar to the Albuquerque market average for cable viewership within the household Cable Networks Watched Past Wk Albuquerque Adults 18+ % Restaurant X Diner % Any cable viewing past week 76% 77% History 29% 31% MTV 8% 28% USA 21% 25% The majority of the top cable networks watched in the past week index fairly well among Restaurant X diners. Among the more popular networks are the History Channel, MTV, USA, and E!. ESPN 25% 24% TNT 24% 24% E! 11% 24% National Geographic Channel 19% 21% Spike 13% 20% MTV2 4% 20% Comedy Central 13% 20% Syfy 13% 19% Animal Planet 15% 19%

34 The top unique TV dayparts for Restaurant X diners are all morning and mid-day dayparts M-F 5AM-7AM 32% 31% % TOTL TV watching past week by daypart M-F 7AM-9AM M-F 9AM-3PM 47% 57% 57% 64% Albuquerque Adults 18+ Restaurant X Diner M-F 12-12:30PM 35% 42% M-F 3PM-4PM 35% 34% M-F 4PM-5PM 37% 27% M-F 5PM-6:30PM 55% 69% M-F 6:30PM-7PM 48% 62% Primetime M-SAT 7-10P + SN 6P-10P 87% 85% M-F 9PM-10PM 72% 68% M-F 10PM-10:30PM 61% 63% M-F 10:30PM-11:30PM 53% 57% 0% 20% 40% 60% 80% 100% TV Dayparts Watched Past Week

35 Media Analysis Radio

36 Restaurant X diners listen to a variety of radio formats, including Rhythmic Contemporary, Country, and Hot AC % Radio formats listened to past week Radio formats listened to past week 40% 36% 33% Spanish language radio formats also index very well with Restaurant X diners. 30% 27% 25% 20% 18% 15% 15% 14% 13% 13% 13% 12% 11% 10% 8% 8% 5% 0% Rhythmic Contemporary Hit Radio Country Hot AC Mexican Regional Classic Rock Spanish Contemporary Classic Hits Pop Contemporary Hit Radio Albuquerque Adults 18+ Restaurant X Diner

37 KZRR & KKSS have the highest P1 reach among Restaurant X diners, with each performing very well against the market % P1 Listenership 15% Out of 45 radio stations listed, only two have more than 5% P1 listenership among Restaurant X diners. No radio station has a 5% P1 listenership among all Albuquerque adults. 10% 9% Satellite Radio Usage Albuquerque Adults 18+ % Restaurant X Diner % Listened Past Week 12% 11% 6% 5% 3% 3% 0% 3% 3% 3% 2% 2% 2% 3% 3% 3% 3% 3% 3% 2% 2% 1% 1% KZRR FM KKSS FM KAGM FM KRST FM KABG FM KKRG FM KBQI FM KISZ FM KIOT FM KKOB FM Albuquerque Adults 18+ Restaurant X Diner P1 Listenership by Station

38 Similar to the Albuquerque market, Restaurant X diners are tuned into radio, indexing highest during the M-F 10am-3pm daypart M-F 6AM - 10AM 71% 79% % TOTL RADIO Cume past 7 days by daypart M-F 10AM - 3PM 70% 85% M-F 3PM - 7PM 69% 77% M-F 7PM - MID 40% 67% M-S 6AM - MID 89% 97% S+S 6AM - MID 61% 72% Albuquerque Adults 18+ Restaurant X Diner 0% 25% 50% 75% 100% Radio Dayparts Listened to Past Week

39 Media Analysis Print

40 Restaurant X diners are not likely to read a daily print newspaper % Daily Readership 40% 30% 29% 20% 19% 17% 10% 10% 3% 2% 0% Any daily newspaper print edition Albuquerque Journal Santa Fe New Mexican Albuquerque Adults 18+ Restaurant X Diner Daily Newspapers Read Past Week

41 Restaurant X diners are also not likely to read a Sunday printed newspaper % Sunday Readership 50% 40% 37% 30% 26% 27% 20% 17% 10% 0% Any Sunday newspaper print edition Albuquerque Journal Santa Fe New Mexican 3% 1% Albuquerque Adults 18+ Restaurant X Diner Sunday Newspapers Read Past Week

42 Few Restaurant X diners are reading non-daily publications in Albuquerque % Average Issue Readership of nondaily publications 15% 10% 10% 8% 5% 3% 3% 2% 2% 2% 3% 2% 1% 0% Alibi The Observer Valencia County News Bulletin Local iq New Mexico Business Weekly Albuquerque Adults 18+ Restaurant X Diner Non-daily Publications Average-Issue Readership

43 Among Restaurant X diners, no daily newspaper section indexes well. Yet, nearly half indicate they typically read the main news section of a daily paper. Main news/front page Local news Classified advertising Advertising circulars/inserts/flyers Sports Movie listings and reviews Comics Science and technology Entertainment/lifestyle Food/cooking International/national news Fashion Editorial/opinion Home and garden TV or radio listings Business/finance 14% 13% 13% 13% 15% 14% 17% 19% 21% 20% 24% 23% 27% 27% 29% 26% 30% 30% 30% 29% 31% 34% 34% 33% 34% 36% 40% 36% 40% 46% 48% 55% % Read M-F Newspaper Sections Albuquerque Adults 18+ Restaurant X Diner 0% 10% 20% 30% 40% 50% 60% Newspapers Sections Read M-F

44 While Restaurant X diners use grocery coupons less frequently compared to the market, one in five (22%) diners do utilize them at least once per week % Use grocery coupons by Target group Frequency of Using Grocery Coupons 39% 32% 23% 15% 12% 13% 12% 14% 13% 13% 9% 7% More than 1x a week 1x a week 2-3 times a month 1x a month Less than 1x a month Never Albuquerque Adults 18+ Restaurant X Diner

45 Non-grocery coupons are used less frequently by diners, but they are still slightly more likely to use them at least once per week % Use non-grocery coupons by Target group Frequency of Using Non-grocery Coupons 55% 50% 5% 9% 6% 4% 11% 14% 12% 13% 12% 9% More than 1x a week 1x a week 2-3 times a month 1x a month Less than 1x a month Never Albuquerque Adults 18+ Restaurant X Diner

46 In-store coupons are the top coupon source for both the market and Restaurant X diners In-store coupons 42% % Typically get coupons from this source 42% Sunday newspaper 32% 29% Preferred customer card/loyalty card 25% 25% In-store circulars 26% 20% Mail 19% 29% Product packages 16% 18% Magazines 17% 17% 17% 14% Weekday newspaper 9% 18% Other source Internet sites Text messages 4% 1% 5% 5% 7% 11% Albuquerque Adults 18+ Restaurant X Diner 0% 10% 20% 30% 40% 50% Coupon Source

47 Direct mail is somewhat effective with Restaurant X diners, as nearly half mention purchasing something as a result of mail ads Purchased Anything as result of mail ads 47% 45% Groceries 13% 21% Fast food or restaurant meal 13% 17% Apparel (men's, women's, or children's) 23% 14% CDs or DVDs 9% 12% Cosmetics, perfumes, or skin care items 8% 12% Automotive service (tires, oil change, etc.) 8% 11% Other merchandise or service 11% 9% Furniture 4% 9% Insurance Home cleaning services (carpet, draperies, or duct cleaning) 4% 4% 4% 4% Albuquerque Adults 18+ Restaurant X Diner % bought merchandise past 12 months as result of mail ads 0% 10% 20% 30% 40% 50% Merchandise bought past 12 months as result of mail ads

48 Media Analysis Out-of-Home

49 Restaurant X diners travel 14 fewer miles per week than the average Albuquerque adult % Miles Traveled Past Wk by Targets 30% 29% Miles Traveled Past 7 Days Albuquerque Adults 18+ Restaurant X Diner Average Miles % 20% 15% 12% 12% 10% 13% 13% 7% 4% 2% 2% <50 Miles Miles Miles Miles Miles Miles Miles Albuquerque Adults 18+ Restaurant X Diner Miles Traveled Past 7 Days

50 Commute times for Restaurant X diners are slightly longer than the overall Albuquerque market % Commute Time to Work One Way by Targets Time Spent Traveling to Work One Way Albuquerque Adults 18+ Restaurant X Diner Average Minutes % 41% 23% 19% 17% 13% 6% 10% 11% 7% 3% 3% 1% 6% <10 Minutes Minutes Minutes Minutes One Hour+ Don't Commute Not Employed Albuquerque Adults 18+ Restaurant X Diner Time Spent Traveling to Work One Way

51 Restaurant X diners in Albuquerque use the same major roads as the overall market, but have a higher propensity to choose I-25, I-40, Coors Blvd and local/surface streets % Roads Traveled by Targets Roads Traveled (Any Purpose) 60% 55% 49% 53% 41% 45% 29% 42% 31% 37% 27% 35% 30% 31% 20% 28% 28% 27% 24% 20% I-25 I-40 Local/surface streets mostly Coors Blvd Paseo del Norte Albuquerque City Adults 18+ Lomas Blvd Menaul Blvd 4th Street Carlisle Blvd Other highway, freeway, expressway, turnpike Restaurant X Diner

52 Media Analysis Internet Usage

53 On average, Restaurant X diners spend one hour less per week online compared to the Albuquerque market % Time Spent on the Internet in Avg Week by Target 30% Time Spent on Internet Albuquerque Adults 18+ Average Hours per Week Restaurant X Diner % 25% 20% 15% 21% 21% 16% 15% 14% 14% 10% 9% 5% 5% 6% 0% Less than 1 hour 1-4 hours 5-9 hours hours 20 hours or more Albuquerque Adults 18+ Restaurant X Diner Time Spent on Internet Past Week

54 Restaurant X diners over-index for national website usage compared to the market for social networking (Facebook) and portals (Yahoo!) Google Facebook Yahoo! CraigsList Wikipedia MSN Amazon ebay CNN.com NFL.com Weather.com Pandora.com 9% 30% 30% 30% 22% 23% 20% 21% 32% 21% 20% 18% 14% 18% 13% 18% 12% 13% 12% 35% 65% 59% 47% 59% Albuquerque Adults 18+ Restaurant X Diner 0% 25% 50% 75% Websites Visited Past 30 Days

55 Restaurant X diners use broadcast TV and radio sites more frequently than newspaper websites Any Broadcast TV Website 27% 35% Any Radio Website 14% 22% Any Newspaper Website KRQE.com 12% 8% 12% 15% KOAT.com 15% 15% KOB.com Univision.com 3% 14% 10% 8% KRQE.com and KOAT.com are the top local media sites used by Restaurant X diners. 94rock.com - KZRR-FM 2% 8% mykiss973.com - KKSS-FM 2% 6% Albuquerque Adults 18+ Restaurant X Diner KNME.org 3% 4% 0% 10% 20% 30% 40% Local Media Websites Visited Past 30 Days

56 Media Analysis Summary Among Restaurant X Diners

57 Media Use Summary Media Quintiles Quintiles Restaurant X diners index heaviest against the Albuquerque market for radio usage followed by Internet, newspaper and television. With 100+ indexes in the heaviest quintile groups for radio usage, it is apparent that Restaurant X diners are more likely to be listening to radio than other Albuquerque adults. Internet also plays an important role in the media mix for Restaurant X diners. They index highly for two of the more mid-user quintile ranges, indicating average usage. For newspapers, Restaurant X diners return scores similar to the market. The highest overindex is for the mid-quintile group, indicating they are slightly less likely than the average to be newspaper viewers. Television is not the top media choice for diners. However, television does still play a role in the media mix for Restaurant X diners as they index highly for mid-user quintile ranges.

58 Media Use Summary Television & Radio Television Comedies, movies, and sports are the top TV programs that Restaurant X diners typically watch. Diners also over-index the market for watching the morning and late local news. Fewer Restaurant X diners watched broadcast television in the past week, but several networks (CW and MyNetwork TV) score higher than the market. Cable viewing is similar to the market, with cable networks like the History Channel, MTV, and USA over-indexing. Compared to the market, Restaurant X diners are likely to be watching television during morning and mid-day hours. Radio Top radio formats listened to by Restaurant X diners include Rhythmic Contemporary, Country, and Hot AC. Spanish language formats also index well. The majority of Restaurant X diners have listened to Albuquerque radio in the past week, with KZRR and KKSS being the preferred stations.

59 Media Use Summary Print Print Restaurant X diners are not likely to be print readers. In the past week, 19% have read a daily newspaper and 26% have read a Sunday paper (compared to 29% daily and 37% Sunday readership among the market overall). The top newspaper for this target is the Albuquerque Journal with 17% reading the Sunday edition. Non-daily publications have a somewhat similar readership as the market. The Alibi does the best with an average issue readership of 8% among Restaurant X diners. Newspaper sections under-index the market, however, 46% of Restaurant X diners do say they read the Main News/Front Page section. One in five (22%) Restaurant X diners use grocery coupons at least once per week. Non-grocery coupons are not as popular, with more than half of both the market and the target group never using them. Restaurant X diners primarily get their coupons from in-store sources. Diners are responsive to mail advertising, with nearly half (45%) purchasing an item or service in the past year.

60 Media Use Summary Out of Home & Internet Out of Home Diners drive an average of 187 miles per week, slightly less than the 201 miles for the market. However, commute times to work are a bit longer for diners (14 minutes) compared to the Albuquerque market (13 minutes). The road most traveled by Restaurant X diners is the same as for the market Interstate 25. Diners are also likely to use I-40, Coors Boulevard, and local surface streets. Internet Restaurant X diners spend slightly less time online compared to the market. Spend on average 6 hours online per week, compared to 7 hours for the market. Google, Facebook, and Yahoo! are the most used national websites. There is higher past month usage of local broadcast TV and radio websites versus newspaper sites. Diners are different from the market in how they use Facebook and Yahoo!, which both over-index the market. KRQE.com and KOAT.com rank highest among diners for local website usage in the past month.

61 Appendix

62 Scarborough is Local market experts and the leading authority on American consumers locally for 38 years Measure 119 Local Markets Nationally comprehensive 208,000+ adults surveyed nationally ONLY MRC accredited local qualitative data source 2,000 categories and brands of data insights Joint Venture between Nielsen & Arbitron

63 Who is Scarborough? Proven experience in servicing clients across various industries, including Allstate, Kohl s, Publix Supermarkets, Eat N Park, Crate and Barrel, AARP. Collaborating with clients in: Developing targeted and actionable marketing and advertising strategies Reaching and retaining profitable customers Prioritizing partnership selection Maximizing event and sports sponsorship and strengthening activation activities Evaluating marketing investments and measuring ROI Crafting ethnic marketing campaigns and penetrating new markets (i.e. teens) Producing in-depth trade area analysis and comprehensive competitive insights

64 What Makes Scarborough Different? Measuring Over 2,000 Categories and Brands 208,000 + Adult Respondents a Year Locally Rooted but Nationally Comprehensive PRIME Lingo, Web-Based Data Analysis Software 24/7 Customer Service MRC Accredited 100+ Local Market Studies Most Robust CPO Local Sample Available Over 4,000 Clients Spanning Media, Sports, Marketers and Agencies Large Hispanic Sample-Size Custom Analytic Services Premier Source for Newspaper Audience Ratings

65 Scarborough Measures Shopping/Retail Behavior Product/Service Consumption Entertainment/ Lifestyle Media Shopping Centers Malls Department Stores Drug Stores Supermarkets Convenience Stores Discounters Mass-Merchandisers Specialty Shops Clothing Stores Sporting Goods Furniture Stores Coupon Usage On-line and Off-line Alcoholic/Non- Alcoholic Beverages Automotive Banking & Financial Computers Fast Food & Restaurants Home Improvement HealthCare/Insurance Travel Business-to-business Internet Usage Telecommunications Sports Involvement Events Attended Leisure Activities Personal Activities Voting Behavior Demographics 24 Individual & HH Level Measures Lifestyle Changes Newspaper Radio TV-Broadcast TV-Cable City/Regional Magazines Out-of-Home Direct Mail Yellow Pages Computer On-Line/Internet

66 Scarborough 77 Market Methodology Over 208,000 Respondents Age 18+ Annually Local sample sizes range from 2,000-11,000 in signature service at DMA level Continuous Fieldwork 12 months a year 2 Data releases per year 2 Phase Survey Method: PHASE 1 Telephone Interview: Demographics Radio, newspaper and Media Web Site Usage PHASE 2 Product Booklet & TV Diary Retail Shopping Patterns Lifestyle Activities Purchasing Patterns Media Usage TV Watching by Day Personal 7 day Diary

67 Ready for your own personalized presentation? Contact Brad Sherer at to learn more about how Scarborough can get you the insights you need quickly! Visit Scarborough.com today to learn more about our local and national consumer insights and solutions.