2014 Research_RFR_ADV~2.pdf
PDF 112 KB Posted
- Attached to
- RFR LOT Number 1508 - Advertising Services
- Solicitation number
- BD-15-1062-LOT-00001-00000003432
- Issued by
- Suffolk County, Massachusetts
About this file
This document appears to be a government file related to a Request for Responses (RFR) for advertising services issued by the Massachusetts State Lottery Commission (MSLC). The RFR is seeking proposals from qualified bidders to provide a range of advertising services designed to increase game sales and maximize net profit returned to the Commonwealth of Massachusetts. The document includes player profile data, ad recall statistics, and demographic information about the Massachusetts Lottery audience.
The file indicates that weekly players are responsible for 81% of total lottery spending, while monthly players account for 14%. Key player demographics show that males, those aged 35-54, and those with incomes over $50K are the most engaged players. The ad recall data suggests that online, TV, and print media are effective advertising channels, with 33% of respondents recalling seeing Massachusetts Lottery ads in the past year.
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Text version
WEEKLY PLAYER PROFILE
$0
$15
$30
$45
$60
0% 25% 50% 75% 100%
Poker 0.4%
Num.
8.9%
Keno 11.2%
Scratch Tickets 37.9%
Mass $
4.7%MB 2X
2.8%
L4L 2.4%
PB
6.1%
MM
6.7%
Percent who play monthly
Avg. Monthly Spend % in Bubble = Percent of TOTAL
Lottery Spend
Weekly Players are Responsible for 81% of Total Lottery Spending
Percent Index
Male 56% 1.24
Female 44% 0.80
18-34 16% 0.57
35-54 44% 1.13
55+ 40% 1.21
Married w/ kids 33% 1.10
College+ 31% 0.76
Less than College 69% 1.17
Income $50K+ 56% 1.27
On Facebook 78% 1.04
On Twitter 28% 0.88
Globe Reader 28% 1.08
Herald Reader 25% 1.92
Bold and Underlined = Statistically significant difference
MONTHLY PLAYER PROFILE
$0
$7
$14
$21
$28
0% 25% 50% 75% 100%
Scratch Tickets 6.9%
Percent who play monthly
Avg. Monthly Spend % in Bubble = Percent of TOTAL
Lottery Spend
Monthly Players are Responsible for 14% of Total Lottery Spending
Percent Index
Male 45% 1.00
Female 55% 1.00
18-34 28% 1.00
35-54 44% 1.13
55+ 33% 1.00
Married w/ kids 31% 1.03
College+ 40% 0.98
Less than College 60% 1.02
Income $50K+ 43% 0.98
On Facebook 79% 1.05
On Twitter 32% 1.00
Globe Reader 31% 1.19
Herald Reader 21% 1.62
MM
2.2%
PB
2.2%
Mass $ 0.6%
MB 2X
0.3%
L4L 0.4%
Num.
0.3%
Keno 0.8%Poker
0.2%
YEARLY, LAPSED AND NON-PLAYER PROFILES
Yearly Percent
Yearly Index
Lapsed Percent
Lapsed Index
Non-Player Percent
Non-Player Index
Male 39% 0.87 44% 0.98 42% 0.93
Female 0.61 1.11 56% 1.02 58% 1.05
18-34 30% 1.07 27% 0.96 41% 1.46
35-54 40% 1.03 35% 0.90 30% 0.77
55+ 30% 0.91 38% 1.15 29% 0.88
Married w/ kids 32% 1.07 29% 0.97 19% 0.63
College+ 48% 1.17 41% 1.00 33% 0.80
Less than College 52% 0.88 59% 1.00 67% 1.14
Income $50K+ 50% 1.14 36% 0.82 29% 0.66
On Facebook 74% 0.99 69% 0.92 73% 0.97
On Twitter 33% 1.03 34% 1.06 32% 1.00
Globe Reader 27% 1.04 29% 1.12 12% 0.46
Herald Reader 9% 0.69 16% 1.23 3% 0.23
AD RECALL
In the past year, do you recall seeing or hearing any advertisements for the
Massachusetts Lottery?
No 67%
Yes 33%
Do you recall seeing or hearing any ads for the Massachusetts Lottery in any of the following places in the past year?
Among Those Who Recall n=326
TV
Radio
Billboard
Newspaper (Print)
Online Banner
0% 25% 50% 75%
4%
28%
31%
41%
68%
AD RECALL DEMOGRAPHICS
Overall Recall Seeing Ad Don’t Recall
Read Boston Globe 26% 33% 22%
Read Boston Herald 13% 15% 12%
Don’t read any paper 37% 27% 43%
Visit Boston.com 24% 31% 20%
On Facebook 75% 76% 74%
On Twitter 32% 38% 29%
Under 35 28% 34% 25%
35-54 39% 33% 42%
55+ 33% 33% 33%
DEMOGRAPHICS
0%
15%
30%
45%
60%
Male Female
54% 46%
Gender
0%
15%
30%
45%
60%
18-24 25-34 35-44 45-54 55-64 65+
16%17%20%20% 15%13%
Age
0%
15%
30%
45%
60%
Under $50K $50K - $100K Over $100K Refused
9% 14%
31%
47%
Income
0%
15%
30%
45%
60%
Less than College College+
41%
59%
Education
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