Media Habits in a Time of Change - A Federal Media & Marketing Study Webinar February 13, 2019 - Market Connections
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Media Habits in a
Time of Change
A Federal Media & Marketing
Study Webinar
February 13, 2019
© 2019 Market Connections, Inc.
2
Webinar Moderator:
Mari Canizales Coache
Presenter:
Aaron Heffron
Speakers Marketing Manager President
© 2019 Market Connections, Inc.
What You
Will Learn
• Have the challenges of 2018 carried into 2019?
• What can B2C marketing tell us about the changing
landscape?
• What has been the media evolution in the federal
market?
• What resources are available to help?
© 2019 Market Connections, Inc.
Poll #1: Who are you targeting?
Background
MEDIA HABITS IN A TIME OF CHANGE 6 What is the Federal Media and Marketing Study? • Annual survey of federal employees since 2008 • Builds on surveys of tens of thousands of employees in civilian and defense agencies • Comprehensive respondent base of decision-makers responsible for a wide variety of products and services • Questions covering over 200 media outlets (including print, online and over-the-air) and other marketing channels/tools • Survey fielded in June – August, 2018
MEDIA HABITS IN A TIME OF CHANGE 7
Demographics Age
21 to 34 35 to 44 45 to 54 55+
60% 52% 56%
48% 47%
Agency Type Location 40% 30% 30% 29%
23%
20% 15% 12% 12%16%
11%
6% 6% 3%
80% 0%
2015 2016 2017 2018
51% 49%
Political Affiliation
Independent/
20% No preference
42%
Republican 32%
FMMS 2018
Democrat 24%
Civilian or Independent Inside the beltway
Defense or Military Outside the beltway
Other party 2%
0% 20% 40% 60%MEDIA HABITS IN A TIME OF CHANGE 8
Top Ten Job Functions & Purchase Categories
Job Function Product/Service Purchase Categories
Administration and office services Computer systems/hardware
Project/program management Education/training classes and services
Accounting, budget and finance Office equipment and supplies
Training, education Communications/telecommunications
Purchasing, contracting, procurement Software
Executive and command Furniture/furnishings
Human resources, personnel, benefits IT services
Informational technology, computers, systems Big data/analytics
Medical, health Building/facilities/real estate/office space
Intel/security Aviation/aerospace products and services2019: The Challenges We Face
MEDIA HABITS IN A TIME OF CHANGE 10
Ability to Reach Agency Goals
Federal workers and federal contractors are going to have to work in partnership going forward given concerns
“
about achieving goals, reduced scope and timelines.
As a federal employee, to what extent do you anticipate that this shutdown
will affect the overall ability of your agency to reach its goals for the year? The time and resources
that will be expended to get
projects back on track will be
Major effect 20% enormous.
Moderate effect 35%
Minor effect 27%
No effect 19%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: 2019 Market Connections PulsePoll™: Delivering on Mission? Effects of the 2019 Government ShutdownMEDIA HABITS IN A TIME OF CHANGE 11
Agency Effectiveness
Top impacts of this shutdown include short term agency mission effectiveness and the execution/start-up of new
projects. Payment and funding for new and current projects may also be impacted.
Impact of shutdown
Short term agency mission effectiveness 22% 49%
Execution/start-up of new projects 23% 47%
Delaying payment to vendors 17% 50%
Funding for new projects 20% 45%
Funding for current projects 21% 43%
Long-term agency mission effectiveness 21% 35%
0% 10% 20% 30% 40% 50% 60% 70% 80%
4 5 - Major impact
Source: 2019 Market Connections PulsePoll™: Delivering on Mission? Effects of the 2019 Government ShutdownMEDIA HABITS IN A TIME OF CHANGE 12
Significant Impact on Contractors
Contractors are going to have to be prepared to deliver more with less and be ready to take on work with shorter
timelines with a chance they will not be paid for this past month’s work.
Significant impact on contractors How will contractors be affected by the shutdown?
Small government contracting New projects will not be launched on
68% time
43%
firms
Will not be paid for time the
government was shutdown
40%
Large government contracting Scope of services to be delivered by
firms
53% 30%
the contractor will be reduced
Contractor will be asked to do more
in less time
24%
0% 20% 40% 60% 80%
Significant impact 0% 20% 40% 60%
Source: 2019 Market Connections PulsePoll™: Delivering on Mission? Effects of the 2019 Government ShutdownLearning From B2C
MEDIA HABITS IN A TIME OF CHANGE 14
Percent Sales Contribution: Creative vs. Media
2006 Project Apollo 2016-Q1 2017
Media
15%
Media
36%
Other Creative
20% 49%
Creative
65%
Brand
15%
Source: Nielsen Catalina SolutionsMEDIA HABITS IN A TIME OF CHANGE 15 Why Are Eyeballs Important? A Lesson From the Consumer World Creative is important in advertising, but even more important than a strong brand, is the reach you have and when you reach people.
Where Are the Eyeballs?
MEDIA HABITS IN A TIME OF CHANGE 17
Time Spent on an Average Workday: 15+ Minutes Per Day
With Feds accessing news, social media and radio online, marketers need to strongly consider these channels.
Accessing news content online 50%
Watching the news or news programs on TV 44%
Listening to radio (traditional AM/FM) 40%
Accessing social media sites 29%
Reading e-newsletters 21%
Listening to satellite radio 20%
Accessing news content in print 18%
Listening to online radio 17%
0% 10% 20% 30% 40% 50% 60%MEDIA HABITS IN A TIME OF CHANGE 18
Top Federally Focused Digital Sites Visited
GovExec.com 37%
FederalTimes.com 25%
Politico.com 24%
DefenseNews.com 20%
Top General Digital Sites
MilitaryTimes.com 19%
57% - 1. Weather.com
Nextgov.com 19%
48% - 2. CNN.com
TheHill.com 18%
44% - 3. FoxNews.com
NavyTimes.com 16% 38% - 4. AccuWeather.com
Military.com 16% 35% - 5. WashingtonPost.com
ArmyTimes.com 14%
0% 5% 10% 15% 20% 25% 30% 35% 40%Poll #2 How often do you consider agency demographics?
MEDIA HABITS IN A TIME OF CHANGE 20
Top Five Federal Digital Sites Visited by Agency Type
Federal Civilian or Independent Agency Defense or Military Agency
GovExec.com 51% DefenseNews.com 33%
FederalTimes.com 33% MilitaryTimes.com 32%
Nextgov.com 25% MILITARY.com 25%
Politico.com 22% Politico.com 25%
TheHill.com 18% NavyTimes.com 25%
0% 20% 40% 60% 0% 20% 40% 60%MEDIA HABITS IN A TIME OF CHANGE 21
Digital Site Differences by Location
60%
Inside the Beltway Outside the Beltway
53%
51%
47%
45%
42%
40% 37%
31% 32% 32%
29%
22% 22%
19% 19%
20%
0%
Washington Post CNN Fox News Bloomberg CNBC Forbes EconomistMEDIA HABITS IN A TIME OF CHANGE 22
Go-To Source for Breaking News
TV News stations / channels (e.g., CNN, Fox News, CBS, NBC, ABC) 24%
TV News station / channel websites (e.g., CNN.com,
21%
FoxNews.com, CBSnews.com, NBCnews.com, ABCnews.com)
Email alerts 13%
Digital newspapers (e.g., WashingtonPost.com, etc.) 12%
Examples include:
Social media feeds (e.g., Facebook, Twitter, Snapchat) 12% • News aggregators
• News apps / mobile
Radio / Satellite radio 8% alerts
• Search engine
Somewhere else 9% homepages
0% 5% 10% 15% 20% 25% 30%MEDIA HABITS IN A TIME OF CHANGE 23
DC METRO AREA
TV News Top Five
TV News Channels News Programs
4 NBC WRC 34% Meet the Press (NBC) 30%
CNN 28% Face the Nation (CBS) 25%
Fox News 28% Fox News Sunday (Fox News) 16%
7 ABC WJLA 23% Washington Week (PBS) 13%
5 FOX WTTG 22% State of the Union (CNN) 11%
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%MEDIA HABITS IN A TIME OF CHANGE 24
DC METRO AREA
Radio Top Five
Radio Stations Radio Websites
WTOP 103.5 FM 41% WTOP.com 41%
WAMU 88.5 FM 31% FederalNewsRadio.com 29%
WETA 90.9 FM 22% WAMU.org 13%
WBIG 100.3 FM 18% WETA.org 10%
WASH 97.1 FM 18% Bloomberg.com/audio 8%
0% 20% 40% 60% 0% 20% 40% 60%MEDIA HABITS IN A TIME OF CHANGE 25
Top Online Social Sites
Overall
80% 74% 73%
70%
60% 56%
50%
40% 39%
40%
30%
20%
10%
0%
Facebook YouTube LinkedIn Instagram TwitterMEDIA HABITS IN A TIME OF CHANGE 26
How Are Specific Demographics Using Social Media?
Here we highlight two examples of how demographics shift the top 5 social media sites accessed.
Intelligence Agency Cloud Computing Purchasers
80% 75% 90%
79% 77%
70% 80% 73%
54% 70%
60% 53% 51% 59%
60%
50% 45% 50%
50%
40%
40%
30%
30%
20% 20%
10% 10%
0% 0%
LinkedIn Facebook Twitter YouTube Instagram YouTube Facebook LinkedIn Twitter InstagramMEDIA HABITS IN A TIME OF CHANGE 27
Top Print Publications Read
General Publications Federal Publications
Washington Post 48% Federal Times 41%
USA Today 44% Defense News 36%
The Wall Street Journal 39% Politico 26%
The New York Times 38% Army Times 23%
Forbes 33% The Hill 21%
The Economist 28% Air Force Times 20%
Time 27% Navy Times 20%
Bloomberg BusinessWeek 24% Aviation Week 16%
The New Yorker 22% Jane's Defence Weekly 16%
The Atlantic 21% Air Force Magazine 15%
0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50%MEDIA HABITS IN A TIME OF CHANGE 28
Top Five Print Publications: IT vs. Non-IT Purchasers
IT Purchaser Non IT Purchaser
60%
54%
50% 48%
43% 45% 45% 43% 45%
39%
40%
34% 34%
30%
20%
10%
0%
Washington Post The Wall Street Journal Federal Times The New York Times USA TodayWhat Does This Mean for Your Media Strategy?
What We
Recommend
• Market to the Mission (and how you can
get them there.)
• Master your Media Metrics.
• Manage and Measure your brand.
© 2019 Market Connections, Inc.Online Resources
Download
the
To download the entire Federal Media &
Overview Marketing Study Overview from the
breakfast visit:Federal Support for Your Strategic
Central Marketing & Communications
• Build the foundation before the plan
• Includes the Federal Media & Marketing Study
interactive media planning dashboard
• Additional unique Market Connections federal
market studies, reports and informationMARKETING TACTICS & THE FEDERAL ENVIRONMENT 34
PART THREE of the Federal Media & Marketing
Join Us Study webinar series:
Thursday, March 14, 2-2:30 p.m. EST
To Register:Survey
Contact
Information Aaron Heffron, President
aaronh@marketconnectionsinc.com
703.966.1706
Mari Canizales Coache, Marketing Manager
maric@marketconnectionsinc.com
703.972.5893You can also read
