Background and Methodology

Background and Methodology

3 Methodology Comprehensive respondent base o o o o Market Connections proprietary Government Insight Panel Third party databases Print publications Digital sites Over 200 media outlets Online survey fielded in June August, 2018 Sample size: Approximately 3,000 Data weighted to ensure publications were not over- or under-represented in sample

4 Topics Covered Demographics Agency/Location Age/Education Political affiliation Job functions Over 25 job functions Purchase responsibility Over 40 product/service purchase categories Trade shows, webinars Trusted sources of information Time spent with media Media usage Print Digital & social sites Washington, DC Print, digital, broadcast and much more

5 Publications & Digital Sites FEDERAL & CONGRESSIONAL MEDIA Over 65 media properties New this year o DefAeroReport.com BUSINESS & NEWS MEDIA Over 30 media properties New this year o AOL.com/News o Axios.com o BusinessInsider.com o Yahoo.com/News TECHNOLOGY & INDUSTRY Over 20 media properties New this year o GeekWire.com SOCIAL MEDIA & LIFESTYLE Over 20 sites

6 WASHINGTON METRO AREA Local Media: Print, Broadcast and Digital 20 AM/FM radio stations 11 television news networks 10 early morning political commentary programs Six local publications Companion sites

7 New This Year Demographics: Political party affiliation News: Confidence in media sources and top source for breaking news Advertising: Video and work-related targeted ads Federal environment: Expected FY19 budget & procurement process sentiments Lifestyle: Smart device use @mkt_connections #FMMS2018

2018 Study Highlights and Trends

Demographics

10 DEMOGRAPHICS Agency Type & Location Agency Type Location 80% 51% 49% 20% Civilian or Independent Defense or Military Inside the beltway Outside the beltway

11 TREND 2015-2018 Age Age 21 to 34 35 to 44 45 to 54 55+ Federal retirement claims increased 24 percent in fiscal year 2018, according to newly released statistics from the Office of Personnel Management. 60% 50% 48% 52% 56% WTOP.COM (October 18, 2018) 47% 40% 30% 20% 10% 0% 30% 30% 29% 23% 15% 16% 12% 11% 12% 6% 6% 3% 2015 2016 2017 2018

12 DEMOGRAPHICS Political Affiliation NEW! 2018 Independent/ No preference 43% 42% Republican 28% 32% FMMS 2018 Democrat 27% 24% General pop. from Gallup Other party 1 2% 0% 20% 40% 60%

13 Top Ten Job Functions & Purchase Categories Job Function Administration and office services Project/program management Accounting, budget and finance Training, education Purchasing, contracting, procurement Executive and command Human resources, personnel, benefits Informational technology, computers, systems Medical, health Intel/security Product/Service Purchase Categories Computer systems/hardware Education/training classes and services Office equipment and supplies Communications/telecommunications Software Furniture/furnishings IT services Big data/analytics Building/facilities/real estate/office space Aviation/aerospace products and services

Federal Environment

15 Expected Budget at Work in FY19 NEW! 2018 Growing greatly Growing a little 9% 27% Defense or Military Agency Civilian or Independent Agency Growing 44% 28% Staying the same 28% Shrinking 26% 46% Shrinking a little 22% IT Purchaser Non-IT Purchaser Growing 40% 32% Shrinking greatly 13% Shrinking 32% 39% 0% 10% 20% 30%

16 Federal Procurement Process Sentiments NEW! 2018 % Agree There is an increasing shortage of trained and qualified procurement staff. 71% It is taking longer to buy the critical products and services needed to help fulfil the agency mission. 70% The process is getting more complicated and requiring more steps to purchase products and services. 70% 0% 20% 40% 60% 80% 100%

17 2018 vs 2008: Feeling Informed About News and Politics NEW! 2018 Much more informed Somewhat more informed 32% 34% 66% Just as informed as 10 years ago Somewhat less informed Much less informed 7% 8% 19% Majority of Feds feel there will be more bias in the national news media 0% 5% 10% 15% 20% 25% 30% 35% 40% Overall: Nearly 2 out of 3 Republicans more so than Democrats R 81% vs. 50% D

18 Lifestyle Media Streaming Services and Devices Netflix Amazon Video/Prime Video On Demand Cable or Satellite TV Pandora Hulu Spotify Amazon TV iheartradio Roku TV Apple TV ChromeCast TV 30% 29% 22% 18% 18% 16% 15% 13% 8% 50% 59% 0% 10% 20% 30% 40% 50% 60% 70%

19 Smart Device Use NEW! 2018 Smart speaker device (e.g., Amazon Echo, Google Home) 26% Smartwatch (e.g., Apple Watch, Samsung Gear) 20% Wearable (e.g., Fitbit) 19% Smart home device (e.g., Nest) 14% Virtual Reality (VR) / Augmented Reality (AR) device 4% 0% 5% 10% 15% 20% 25% 30%

Media Results

21 Top Print Business & News Publications Read Washington Post USA Today The Wall Street Journal The New York Times Forbes The Economist Time Bloomberg BusinessWeek The New Yorker The Atlantic 28% 27% 24% 22% 21% 33% 39% 38% 44% 48% 0% 10% 20% 30% 40% 50% 60%

22 Top Print Federal & Congressional Publications Read Federal Times Defense News Politico Army Times The Hill Air Force Times Navy Times Aviation Week Jane's Defence Weekly Air Force Magazine 16% 16% 15% 23% 21% 20% 20% 26% 36% 41% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

23 Top Federally Focused Digital Sites Visited GovExec.com FederalTimes.com Politico.com DefenseNews.com MilitaryTimes.com Nextgov.com TheHill.com NavyTimes.com Military.com ArmyTimes.com 20% 19% 19% 18% 16% 16% 14% 25% 24% 37% Top General Digital Sites 57% - Weather.com 48% - CNN.com 44% - FoxNews.com 38% - AccuWeather.com 35% - WashingtonPost.com 0% 5% 10% 15% 20% 25% 30% 35% 40%

24 TREND 2015-2018 Top Online Social Sites 2015 2016 2017 2018 80% 70% 60% 50% 40% 30% 20% 10% 0% 71% 74% 73% 64% 67% 62% 62% 55% 56% 46% 45% 48% 40% 39% 30% 24% 26% 26% 21% 15% Facebook YouTube LinkedIn Instagram Twitter

25 Go-To Source for Breaking News NEW! 2018 TV News stations / channels (e.g., CNN, Fox News, CBS, NBC, ABC) 24% TV News station / channel websites (e.g., CNN.com, FoxNews.com, CBSnews.com, NBCnews.com, ABCnews.com) 21% Email alerts 13% Digital newspapers (e.g., WashingtonPost.com, etc.) Social media feeds (e.g., Facebook, Twitter, Snapchat) Radio / Satellite radio Somewhere else 8% 9% 12% 12% Examples include: News aggregators News apps / mobile alerts Search engine homepages 0% 5% 10% 15% 20% 25% 30%

26 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%

27 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%

Confidence & Marketing Impact Index

29 Confidence in News Defense News GovExec Federal Times Army Times Navy Times WTOP* The Wall Street Journal WAMU/NPR* Washington Post The New York Times Time USA Today Politico CNN Fox News Not too much confidence/no confidence A great deal/a fair amount Confidence Score (1-4) 53% 55% 42% 44% 44% 45% 45% 29% 20% 20% 20% 23% 15% 17% 17% 47% 45% 58% 56% 56% 55% 55% 71% 80% 80% 80% 77% NEW! 2018 85% 83% 83% *Asked only in DC metro area 3.09 3.06 3.03 2.97 2.95 3.08 3.02 3.05 2.62 2.57 2.51 2.52 2.52 2.33 2.31

30 Confidence in News by Agency Type WTOP* Federal Times The Wall Street Journal WAMU/NPR* Navy Times Army Times Defense News Washington Post The New York Times Time USA Today Politico CNN Fox News Federal Civilian or Independent Agency GovExec 87% 86% 85% 83% 83% 83% 82% 82% 43% 66% 66% 66% 64% 61% 58% 0% 20% 40% 60% 80% 100% % A Great Deal/A Fair Amount Defense News Federal Times Army Times Navy Times GovExec The Wall Street Journal WTOP* WAMU/NPR* Washington Post Politico Time Fox News The New York Times USA Today CNN Defense or Military Agency 53% 50% 49% 48% 47% 47% 46% 36% NEW! 2018 87% 81% 79% 79% 76% 73% 70% 0% 20% 40% 60% 80% 100% *Asked only in DC metro area

31 Confidence in News by Political Party: Top Five Gaps NEW! 2018 % A Great Deal/A Fair Amount Democrat Republican 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 100% 92% 92% 86% 79% 25% 21% 24% 15% 15% Fox News WAMU/NPR* CNN The New York Times Washington Post *Asked only in DC metro area

32 Website Visitation Frequency and Confidence in Source NEW! 2018 Engagement (Website Visitation) Confidence (Great Deal/Fair Amount) 90% 80% 85% 83% 83% 80% 80% 80% 77% 70% 60% 50% 40% 30% 20% 10% 20% 37% 25% 42% 16% 14% 24% 58% 56% 56% 55% 55% 35% 29% 22% 24% 14% 48% 47% 44% 45% 0% *Asked only in DC metro area

33 Marketing Impact NEW! 2018 Higher 46% 41% * Engagement 36% 31% 26% 21% 16% 11% Lower 6% 43% 48% 53% 58% 63% 68% 73% 78% 83% 88% Lower Confidence Higher *Asked only in DC metro area

34 MARKETING IMPACT INDEX - COMPONENTS Website Visitation Frequency and Confidence in Source NEW! 2018 Engagement Frequency of accessing digitally (i.e. websites, mobile sites, apps) for news or information Confidence Confidence in the news that they report Marketing Impact Index (0 to 100); Marketing Impact Index scores are calculated at an individual level for each source

Marketing Tactics

36 Most Trusted Sources of Information Recommendations from peers and colleagues Professional association websites White papers and case studies created by a professional association Trade or industry publication websites Product/service/company reviews from an end user Webinars hosted by a professional association White papers and case studies created by a research firm Product/service/company reviews from a third party research organization Customer testimonials Research firm websites 36% 36% 33% 31% 30% 27% 26% 25% 46% 51% 0% 20% 40% 60%

37 Time Spent on an Average Workday: 15+ Minutes Per Day 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 Listening to satellite radio Accessing news content in print Listening to online radio 21% 20% 18% 17% 0% 10% 20% 30% 40% 50% 60%

38 TREND 2015-2018 Event Attendance in Past 12 Months 2015 2016 2017 2018 60% 50% 40% 50% 50% 48% 45% 45% 44% 40% 45% 30% 20% 10% 10% 6% 9% 7% 0% Attended None Attended 1-3 Attended 4+

39 TREND 2015-2018 Webinar Participation in Past 12 Months 2015 2016 2017 2018 50% 40% 30% 33% 36% 33% 41% 38% 37% 38% 37% 30% 23% 28% 26% 20% 10% 0% Participated in None Participated in 1-3 Participated in 4+

40 Work-Related Targeted Ads or Content Online NEW! 2018 Have Seen Work-Related Ads Have Clicked on Work-Related Targeted Ads Websites you visit for work 65% Websites you visit for work 59% Websites you visit for personal reasons 62% Websites you visit for personal reasons 57% Personal social media account (excluding LinkedIn) 44% Personal social media account (excluding LinkedIn) 46% 0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70%

41 Advertising in the Middle of Online Videos NEW! 2018 Have Seen Advertising in the Middle of an Online Video 82% Clicked Skip ad to continue watching the remainder of the video Action After Seeing the Advertisement 80% Immediately closed the video all together 48% 9% 9% Watched the remainder of the video after the entire ad played 20% Yes No Not sure Clicked on the ad to learn more 5% 0% 20% 40% 60% 80% 100%

Media Habits in a Time of Change

43 Changing Environment Looking at change and managing outreach THE PROCUREMENT PROCESS Taking LONGER Getting more COMPLICATED Increasing SHORTAGE of trained procurement staff MEDIA DOLLARS MUST BE ON TARGET Broad awareness Niche audience

44 Changing Environment We need to look at our audience and not just the media source ENGAGEMENT Has federal executive engagement with the media changed? LOCATION Where they are located has a major impact on their preference for news

45 Digital Site Differences by Location Inside the Beltway 2018 2017 Outside the Beltway 2018 2017 CNN Fox News 44% 42% 39% 51% CNN Fox News 47% 43% 45% 42% Forbes Economist Bloomberg Washington Post CNBC 20% 17% 22% 18% 32% 29% 37% 32% 53% 48% Forbes Economist Bloomberg Washington Post CNBC 22% 16% 19% 13% 22% 13% 19% 18% 31% 30% 0% 20% 40% 60% 0% 20% 40% 60%

46 Top Digital Sites Visited by Agency Type Federal Civilian or Independent Agency Defense or Military Agency Weather.com 55% Weather.com 58% GovExec.com 51% FoxNews.com 50% CNN.com 49% CNN.com 46% AccuWeather.com 39% AccuWeather.com 36% FoxNews.com 38% WashingtonPost.com 35% WashingtonPost.com 36% DefenseNews.com 33% CBSNews.com 35% MilitaryTimes.com 32% ABCNews.com 35% HuffingtonPost.com 30% NBCNews.com 33% CBSNews.com 28% FederalTimes.com 33% USAToday.com 28% 0% 20% 40% 60% 0% 20% 40% 60%

47 Top Digital Sites Visited: IT vs. Non-IT IT Purchaser Non-IT Purchaser Weather.com 61% Weather.com 54% CNN.com FoxNews.com WashingtonPost.com GovExec.com AccuWeather.com CBSNews.com Bloomberg.com USAToday.com ABCNews.com 53% 49% 44% 41% 40% 36% 35% 35% 34% CNN.com FoxNews.com AccuWeather.com GovExec.com WashingtonPost.com ABCNews.com CBSNews.com HuffingtonPost.com USAToday.com NBCNews.com 45% 41% 36% 34% 30% 29% 29% 26% 25% 24% 0% 20% 40% 60% 80% 0% 20% 40% 60% 80%

Federal Central

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