How Media Works: Advertising and the Purchase Funnel For the Financial Services Category 1 A Yankelovich Study for the Television Bureau of Advertising

Study Objectives Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand: The role of television advertising in driving consumer actions throughout the purchase decision process How television interacts with other media platforms, including new media such as the Internet How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2 Source: TVB/Yankelovich “How Media Works,” April 2009

MethodologyMethodology Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them. Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded. Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them. Each respondent then completed an ad survey for up to three of these categories. The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc. The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied. 3 Source: TVB/Yankelovich “How Media Works,” April 2009

Over One Third of Respondents are In the Market 4 “Are you currently considering a purchase in the Financial Services Category?” (Asked of those who recalled seeing a TV ad for Financial Services* in the last 2 months) Source: TVB/Yankelovich “How Media Works,” April 2009 *Note: this category includes ads for tax preparation services (55%), banks/credit unions (16%), credit cards (16%), and investment companies (14%).

Customer Profile: Financial Services Advertising 5 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw a Financial TV Ad that Made an Impression Currently Considering a Purchase in the Financial Category Made a Purchase in this category in the past year Made a Purchase in this category in the past 4 weeks Male 56.1%59.5%58.4%56.2% Female 43.9%40.5%41.6%43.8% A %35.4%32.7%29.2% A %64.6%59.0%55.5% A %61.9%57.8%57.7% A %30.4%34.8%36.5% Urban 34.3%33.9%35.7%34.3% Suburban 43.5%47.9%47.2%41.6% Rural 22.2%18.3%17.1%24.1% HHI <$30K 18.0%11.7%9.4%11.7% HHI $30-$70K 43.2%38.1%43.7%40.1% HHI $70K+ 32.3%42.8% 44.5% HHI $100K+ 14.6%19.1%18.9%18.2%

One Third of All Consumers Have Seen a Financial Services Ad That Got Their Attention 6 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw an ad that got your attention:

While Half of Consumers Who Saw TV Ads for Financial Services Made a Transaction in the Past Year, a Small Percent are Active at Any Given Time 7 Source: TVB/Yankelovich “How Media Works,” April 2009 Last time made a financial services transaction: 49% of those who recently saw a financial services ad made a category transaction in the past year

Most Say Financial Services TV Ads Made Positive Impressions 8 Source: TVB/Yankelovich “How Media Works,” April 2009 Type of impression made by TV ad for financial services: 63% of those who saw these advertisements rated them positively

Half of Respondents Find Financial Services Ads Both Informative and Attention-Getting 9 Source: TVB/Yankelovich “How Media Works,” April 2009 Ratings of Financial Services Television Ads: Total Financial Services How much did it get your attention? 54% total 50% financial services 42% total 38% financial services How relevant was it? 53% total 49% financial services How informative was it?

Those Who View Ads are Likely to Consider and/or Research a Purchase, or Talk to Others About the Ad 10 Source: TVB/Yankelovich “How Media Works,” April 2009 Actions Taken After Seeing TV Commercial for Financial Services Financial Services Any (Net)40% Talked with others about the advertisement14% Considered purchasing the product or service13% Remembered you had seen the product or service advertised before12% Went online to learn more about the product or service advertised11% Purchased the product or service online7% Contacted the company in the advertisement4% Visited a store or location to learn more about the product or service4% Tried to find the advertisement on the Web4% Looked in a newspaper or magazine to learn more about the product or service 3% Purchased the product or service in a store3% Sent someone an about the product or service2% Sent someone a Web-site link about the product or service2% Other action3% Did nothing60%

Younger Adults are Even More Likely to Take Action 11 Source: TVB/Yankelovich “How Media Works,” April 2009 Actions Taken After Seeing TV Commercial for Financial Services: Age Financial Services Any (Net)40%54%42%29% Talked with others about the advertisement14%19%16%9% Considered purchasing the product or service13%21%12%10% Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 12%18%12%10% Went online to learn more about the product or service11%22%7%6% Purchased the product or service online7%12%6%3% Visited a store or location to learn more4%10%3%2% Contacted the company in the advertisement4%9%4%2% Tried to find the advertisement on the Web4%7%4%2% Purchased the product or service in a store3%5% 1% Looked in a newspaper or magazine to learn3%6%3%1% Sent someone an about the product or service2%5%3%1% Sent someone a Web-site link about the product or service2%5%1%0% Other action3% 2%4% Did nothing60%46%58%71%

Nearly Two-Thirds Say Financial Services Television Ads are Seen 4+ Times 12 Source: TVB/Yankelovich “How Media Works,” April 2009 Number of times saw financial services TV commercial in past 2 months: 64% of those who saw a financial services ad on TV have seen it 4+ times (compared to 53% for total)

Multiple Exposure to TV Ads Leads to a Much Higher Likelihood of Action 13 Source: TVB/Yankelovich “How Media Works,” April 2009 Among those who recently saw a TV ad for Financial Services # TV Ad Exposures Financial Services Recall 1-3 ad exposures Recall 4+ ad exposures Any (Net) 40%32%44% Talked with others about the advertisement 14%9%17% Considered purchasing the product or service 13%9%16% Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 12%10% 14% Went online to learn more about the product or service 11%7%14% Purchased the product or service online 7%6%7% Visited a store or location to learn more 4%2%6% Contacted the company in the advertisement 4%2%5% Tried to find the advertisement on the Web 4%3%4% Purchased the product or service in a store 3%2%3% Looked in a newspaper or magazine to learn 3%4%2% Sent someone an about the product or service 2% 3% Sent someone a Web-site link about the product or service 2%0%3% Other action 3% 4% Did nothing 60%68%56% Actions taken after seeing a Financial Services TV ad

Recall of Financial Services Ads in Other Media is High, Compared to 15-Category Norms 14 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw ad for same product or service in a media other than TV: Total Financial Services Index to Total Any (Net)46%51%111 On the Internet20%26%130 In a newspaper18%19%106 On the radio12%17%142 In a magazine11%13%118 In an offer8%9%113 On a billboard or other outside sign7%9%129 Other media3% 100 Did not see, hear, or read in any other media35%30%86 Not sure19%20%105

Financial Services Advertising Impact at Various Stages of the Consumer Purchase Funnel 15 AwarenessInterestConsider Want toVisit Make Purchase Purchase Store/Website Purchase Source: TVB/Yankelovich “How Media Works,” April 2009

Financial Services Media Impact at Various Stages of the Consumer Purchase Funnel 16 Source: TVB/Yankelovich “How Media Works,” April 2009 Media cited by less than 3% of respondents were incorporated into the total for “other.”

ConclusionsConclusions Over one-third of consumers recall Financial Services television ads, and 37% of those consumers are in the market. TV Ads for this category are considered informative and attention-getting. TV Ads lead to purchase consideration and conversation, as well as research on advertised products. Younger adults, who may be new consumers of financial products, are much more responsive to advertising and are more likely to take action after viewing ads. 17 Source: TVB/Yankelovich “How Media Works,” April 2009

ConclusionsConclusions Repetition works: consumers who are exposed to a Financial Services ad 4+ times are much more likely to act upon the message. Advertising has its greatest impact at the top of the purchase funnel, raising awareness of Financial products and services. Television advertising is the dominant ad medium at the crucial Awareness stage, and at every subsequent stage in the purchase funnel. 18 Source: TVB/Yankelovich “How Media Works,” April 2009