Nielsen Report: Holiday Super-Shoppers Tuned To Local TV

Nielsen On Gift Splurgers

NIELSEN released its Q3 LOCAL WATCH REPORT, a thought-leadership study that focuses on how technology and access to content shapes video consumer habits in local markets across the U.S.

According to the report, consumers in different parts of the U.S. access media in different ways. And knowing these different habits could help those across the media industry – from local TV affiliates to small businesses to agencies that operate on smaller scales – refine their strategies moving into the holidays.

The report looks at a highly coveted consumer category dubbed “Gift Splurgers.” These consumers say they like to shower their loved ones with gifts and see themselves more as spenders rather than savers. Understanding where and who these eager holiday shoppers are — as well as their media habits — can be key for retailers.  One of the most important findings in this analysis is that marketers can reach this coveted group of super-spenders through local television. Below are some key takeaways:

•    BALTIMORE, PITTSBURGH and PHILADELPHIA consumers spend the most time connecting with live TV at over four-and-a-half hours per day.
•    DALLAS, PORTLAND and DENVER rank at the top with over 87% smartphone penetration.
•    Nine out of the top 10 HISPANIC markets average more than three hours of live TV per day.
•    62 million or 26% of all US adults are Gift Splurgers.
•    Gift Splurgers skew younger and female; 35% of millennials and 55% of women identified.
•    MIAMI and TAMPA are the most generous holiday spenders.
•    Broadcast TV is the best way to reach Splurgers with 85% having watched in the past week.
•    Multicultural consumers account for 36% of all Gift Splurgers – 17% for Hispanics, 13% for African-Americans and 6% for Asians/other.

With more than $500 million of TV advertising expected in NOVEMBER from popular gift categories including toys, video games, electronics and jewelry, it’s key for marketers to reach these lucrative consumers.

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