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© 2019 Market Connections, Inc. Background and Methodology FEDERAL MEDIA & MARKETING STUDY 2019 3

Methodology

• Comprehensive respondent base o Market Connections proprietary Government Insight Panel o Third-party databases o Print publications o Digital sites

• Over 200 media outlets • Online survey fielded in Summer 2019 • Data weighted to ensure publications were not over- or under-represented in sample • Total weighted sample size: approximately 2,800

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 4

Topics Covered

Demographics Trusted sources of information • Agency/Location • Age Time spent with media • Political affiliation Media usage Job functions • Print • Over 25 job functions • Digital & social sites Washington, DC Purchase responsibility • Print, digital, broadcast • Over 40 product/service purchase categories

Trade shows, webinars …and much more

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 5

Publications & Digital Sites

Government Media Technology & Industry • Over 65 media properties • Over 20 media properties • New this year • New this year o FedSmith.com o Techwire.net o G2Xchange.com Social Media & Lifestyle o RouteFifty.com • o American City and County Over 20 sites o Governing o Government Technology Business & News Media • Over 30 media properties • New this year o ESPN.com

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 6

WASHINGTON DC 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

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 7

New This Year

• Demographics: Marital status, household composition, household income, resident status (e.g., own, rent), financial product and major purchase plans • News: “Go-to” sources • Mobile: Apps used, push notifications, podcasts • Events and Webinars: Deeper dive • Day in the Life: Media exposure throughout a typical day

@mkt_connections #FMMS2019 2019 Federal Media and Marketing Survey FEDERAL MEDIA & MARKETING STUDY 2019 9

DEMOGRAPHICS Age: Trend 2017-2019 Age

21 to 34 35 to 44 45 to 54 55+

60% 56% 49% 50% 47%

40% 29% 30% 23% 25% 20% 16% 12% 14% 11% 9% 10% 3% 0% 2017 2018 2019

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 10

DEMOGRAPHICS Agency Type & Location Agency Type Location

81%

59%

41%

19%

Civilian or Independent Defense or Military Inside the Beltway Outside the Beltway

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 11

DEMOGRAPHICS Political Affiliation

Independent/ 43% 42% No preference

Republican 28% 33% FMMS 2019 General pop. from Gallup Democrat 27% 24%

Other party 1 2%

0% 20% 40% 60% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 12

Top 10 Job Functions & Purchase Categories

Job Function Product/Service Purchase Categories Administration and office services Computer systems/hardware Project/program management Office equipment and supplies Accounting, budget and finance Education/training classes and services Informational technology, computers, systems Software Training, education Cloud computing services Purchasing, contracting, procurement IT services Engineering/architecture Communications/telecommunications Human resources, personnel, benefits Cybersecurity Executive and command Furniture/furnishings Communications/telecommunications Consulting services

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 13

Other Demographics

Gender

Purchase Plans in Race & Ethnicity Next 12 Months

Home Ownership Education

Family Marital Status

Household Income

@mkt_connections #FMMS2019 Media Habits: A Day in the Life FEDERAL MEDIA & MARKETING STUDY 2019 15

Media Consumed During the Workday

Morning During the Lunch Evening Wake Up After Work Commute Workday Break Commute

Broadcast/cable TV 20% 3% 4% 6% 3% 55% Watching Online streaming video 4% 3% 3% 4% 4% 45% AM/FM radio 15% 47% 10% 7% 37% 11% Listening Satellite radio 6% 24% 5% 4% 20% 9% Podcasts 5% 11% 9% 7% 10% 14% National print newspaper or magazine 13% 7% 11% 12% 4% 23% Local print newspaper or magazine 13% 7% 10% 11% 3% 25% Reading Digital newspaper or magazine 12% 8% 24% 19% 6% 23% Social media sites 14% 8% 11% 22% 8% 42%

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 16

Before the Day Begins: Their Hopes & Dreams FUTURE WORK PLANS

Years Until Leaving Plans After Leaving Federal Employment Federal Employment Career Plans for the Next 5 Years

10+ years 21% Retire 58% Get a promotion 48% Defense Fed Civ 6-9 years 17% Self-employed 26% Defense Fed Civ Retire or work 29% 19% elsewhere 42% 3-5 years 23% Private for-profit business 23% 29% 19%

1-2 years 12% Volunteer 15% Earn a degree/pro certificate 21% <1 year 9% State or local government 13% Change federal Private nonprofit 18% Undecided department/agency 17% organization 12%

0% 20% 40% 0% 20% 40% 60% 80% 0% 20% 40% 60% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 17

Before the Day Begins: Their Hopes & Dreams MAJOR PURCHASE PLANS

Major Purchase Plans Financial Product Purchase/Open Plans

Car/truck/SUV/van 35% Mutual funds, stocks, or bonds 17%

Home addition or Bank account 15% renovation 14% Retirement account Defense13%Fed Civ Home 10% 29% 19% Life insurance 12% Motorcycle 2% Health insurance 8% RV 2% Disability, critical illness, or long- term care insurance 5% Boat 2% 529 College Savings Plan or ESA 4%

Aircraft 1% Annuity 4% @mkt_connections #FMMS2019 0% 20% 40% 0% 10% 20% FEDERAL MEDIA & MARKETING STUDY 2019 18

The Alarm Goes Off & the Day Begins Using a mobile device to wake up is increasing in popularity, specifically with a ring tone, according to TECHSURVEY 2019.

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 19

Good Morning DC! Starting Their Day One in five federal employees start their day with broadcast/cable TV.

DC Overall TV Viewership Throughout the Day TV News Channels News Programs

CNN 35% Meet the Press (NBC) 30%

Fox News 33% Face the Nation (CBS) 26%

4 NBC WRC 32% Fox News Sunday (Fox News) 20%

This Week with George 7 ABC WJLA 15% 23% Stephanopoulos (ABC)

9 CBS WUSA 19% State of the Union (CNN) 14%

0% 10% 20% 30% 40% 0% 10% 20% 30% 40% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 20

Getting to the Office: Primary Mode of Transportation

Drive alone 84%

Metro rail 11% Carpool/Vanpool 10% Metro: Bus 8% 30%

Commuter rail 5% Bus:

Walk 5% 16%

Bike 4%

No travel involved 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 21

Getting to the Office: Feds Tune In Half of respondents listen to AM/FM radio, followed by one-quarter listening to satellite radio. DC Listenership Throughout the Day Radio Stations Radio Websites

WTOP 103.5 FM 42% WTOP.com 41%

WAMU 88.5 FM 30% FederalNewsRadio.com 34%

WETA 90.9 FM 23% Average morning WAMU.org 10% commute time: WBIG 100.3 FM 18% 35 minutes WETA.org 8% DC: WASH 97.1 FM 16% 44 minutes WMAL.com 7%

0% 10% 20% 30% 40% 50% 0% 20% 40% 60% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 22

Entering the Workplace Three-quarters of federal employees have ungated access through their mobile devices in their workplace.

% Always/Often Works in a Secure Space Where Mobile Device Use in the Workplace Personal Mobile Devices Are A personal mobile Prohibited 36% Traditional office space 80% device Both a work and 76% personal mobile 26% Yes device Shared office space 21% A work mobile 13% device No Do not use a mobile Telework from home 12% 23% device in my 23% workplace 0% 50% 100% 0% 10% 20% 30% 40% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 23

Feds Catch Up on News from Digital Sites in the Workplace One-quarter of federal employees reveal they are going to digital news sites during the workday.

Top Federally Focused Digital Sites Visited

GovExec.com 33% Top General Digital Sites FederalTimes.com 24% Politico.com 21% 57% - Weather.com MilitaryTimes.com 20% 47% - FoxNews.com DefenseNews.com 20% 44% - CNN.com ArmyTimes.com 19% 38% - AccuWeather.com FedSmith.com 19% 36% - WashingtonPost.com TheHill.com 18% Nextgov.com 18% FederalNewsRadio.com 18% 0% 5% 10% 15% 20% 25% 30% 35%

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 24

Lunch Is for Socializing More than any other activity, more than 1 in 5 feds are scrolling their social media during their lunch break. Top Social Sites: 2017-2019 Daily Online Social Site Use 2017 2018 2019 80% 76% Facebook 38% 71% 74% 70% 56% 56% 60% Twitter 48% 14% 50% 40% 42% 39% 42% 40% 30% Instagram 30% 26% 13% 20% 10% LinkedIn 11% 0% Facebook LinkedIn Instagram Twitter 0% 10% 20% 30% 40% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 25

Driving Home: Radio Still Rules, Followed by Podcasts While AM/FM radio is still the top activity, 1 in 5 note listening to satellite radio and 1 in 10 are listening to podcasts.

Types of Audio Podcasts Listened To Average Percentage of Time Spent Listening to Podcasts News & politics 34% Technology 22% Comedy 20% History 20% 68% Work-related Education 20% Average evening commute time: Science 20% Personal 39 minutes Health & living 17% 32% DC: Work-related 17% 48% 49 minutes Sports 16% Listen to Podcasts Music 15% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 26

Ads in Podcasts – Are Feds Paying Attention?

Have Heard a Work-Related Ad During a Podcast Listening to or Skipping Ads in Podcasts

Skip all or most of the 54% Yes 48% advertisements No Listen to some of the Don’t advertisements, but skip 31% know others

23% 23% Listen to all or most of the 21% advertisements

0% 20% 40% 60% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 27

Winding Down at Home – Evening Habits Second only to broadcast TV, nearly half of respondents (45%) are watching online streaming video.

Top Online Video Streaming Sites

Amazon Prime Video 58%

Netflix 55%

YouTube TV 39%

On Demand Cable or Satellite TV 34%

Hulu 30%

Facebook Watch 16%

@mkt_connections 0% 10% 20% 30% 40% 50% 60% 70% #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 28

Winding Down at Home – Evening Habits (cont.) Reading print news peaks in the evening. Nearly one-quarter of respondents say they read national or local print publications in the evening.

Top Four General Print News Publications Top Four Federal/Congressional Print News Publications

Washington Post 47% Federal Times 39%

USA Today 46% Defense News 33%

The Wall Street Journal 41% Politico 27%

The New York Times 37% Army Times 26%

0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 29

Winding Back Up? – Evening Habits (cont.) TOP DC AREA VENUES*

Smithsonian museums 48%

Nationals Park 36% Other venues in survey: The Kennedy Center 36% • National Theater • Warner Theater Wolf Trap 24% • Folger Theater Capital One Arena 19% • Strathmore • The Fillmore DAR Constitution Hall 13% • RFK Stadium FedExField 13% *Past 12 months • Audi Field Walter E. Washington Convention Center 12% • Eagle Bank Arena • Jiffy Lube Live Arena Stage 12% • Merriweather Post Pavilion The Theater at MGM National Harbor 11% • The Anthem

0% 10% 20% 30% 40% 50% 60%

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 30

Heading Out? – Evening Habits (cont.) DC AREA AIRPORT TRIPS

100% 17% 15% 11% 80% 33% 43% 60% 46% 5 or more 1-4 40% Zero 57% 20% 37% 42%

0% Reagan National Dulles International BWI Marshall (DCA) (IAD) (BWI) @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 31

What Keeps Feds Up at Night TOP WORK-RELATED CHALLENGES Employee issues like morale, staff recruitment, employees retiring, and leadership turnover are major concerns for our customers.

Employee morale 45% Funding/budget 44% Defense Fed Civ Staff recruitment 37% 37% 50% Retirement of current employees 35% Leadership turnover 34% Timing of when budget is approved 30% Changes in government policies 30% Potential threat of a shutdown 26% Planning for the next fiscal year 22% Uncertainty in potential change of administration 21%

@mkt_connections 0% 10% 20% 30% 40% 50% #FMMS2019 News, Trust and Confidence in Media FEDERAL MEDIA & MARKETING STUDY 2019 33

Time Spent on an Average Workday: 15+ Minutes Per Day

Accessing news content online 51%

Watching the news or news programs on TV 51%

Listening to radio (traditional AM/FM) 43%

Accessing social media sites 31%

Accessing news content in print 29%

Listening to satellite radio 25%

Reading e-newsletters 21%

Listening to online radio 19%

Listening to podcasts 14%

0% 10% 20% 30% 40% 50% 60% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 34

Digital or Print Go-To Source for News Respondents could select one digital or print media property as their “go-to” for news.

Go-To Government-Focused Media Property Go-To General Media Property Digital Print Digital Print GovExec.com 14% FoxNews.com 19% Federal Times 3% 5% Washington Post 6% 6% Army Times 1% 6% The New York Times 3% 4% Defense News 2% 3% The Wall Street Journal 2% 4% Air Force Times 1% 3% USA Today 2% 4% Navy Times 1% 3% CNN.com 5% Aviation Week 2% 2% The Economist 1%3% FedSmith.com 3% NBCNews.com 3% FederalNewsRadio.com 3% The Atlantic 1% Politico 1%1% Forbes 2%

0% 5% 10% 15% 0% 5% 10% 15% 20% @mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 35

Marketing Impact

Higher 51% * 46%

41%

36%

31%

26% Engagement

21%

16%

11%

Lower 6% 44% 49% 54% 59% 64% 69% 74% 79% 84%

@mkt_connections Lower Higher #FMMS2019 Confidence *Asked only in DC metro area FEDERAL MEDIA & MARKETING STUDY 2019 36

Confidence in News by Political Party: Top Five Gaps

% A Great Deal/A Fair Amount

Democrat Republican Independent

100% 91% 94% 84% 87% 84% 80% 73%

60% 57% 49% 49% 44% 38% 42% 40% 30% 28% 24% 20%

0% Fox News CNN MSNBC The New York Times WAMU/NPR*

@mkt_connections #FMMS2019 *Asked only in DC metro area FEDERAL MEDIA & MARKETING STUDY 2019 37

Trusted Sources of Information

1s - Don't trust at all/2s 4s/5s - Completely trust

Professional associations 6% 60%

Peers and colleagues 8% 57%

Trade or industry publications 8% 48%

Research firms 16% 34%

Customer testimonials 21% 30%

Government contractors 21% 25%

@mkt_connections #FMMS2019 Marketing Beyond Media FEDERAL MEDIA & MARKETING STUDY 2019 39

TREND 2017-2019 Event Attendance in Past 12 Months

2017 2018 2019

60% 50% 48% 50% 44% 45% 45% 40% 40%

30%

20% 9% 11% 10% 7%

0% Attended None Attended 1-3 Attended 4+

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 40

Likelihood to Attend Work Events on the Weekend

Very likely 19%

Somewhat likely 32%

Somewhat unlikely 19%

Very unlikely 31%

0% 20% 40%

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 41

TREND 2017-2019 Webinar Participation in Past 12 Months

2017 2018 2019 38% 38% 40% 37% 36% 33% 34% 30% 28% 30% 26%

20%

10%

0% Participated in None Participated in 1-3 Participated in 4+

@mkt_connections #FMMS2019 FEDERAL MEDIA & MARKETING STUDY 2019 42

Participating in Webinars

Ways of Participating in Webinars Preferred Time to Participate

Watch live webinars 78% during the workday Before 11am 47%

Watch recorded webinars 47% during the workday 11am-2pm 50% Watch recorded webinars 23% on a weeknight

Watch recorded webinars After 2pm 33% 21% on the weekend

0% 20% 40% 60% 80% 100% 0% 20% 40% 60% @mkt_connections #FMMS2019 Key Takeaways Key

Takeaway #1 • Maximize the Journey: Consider how your media might reach your audience and when

• Radio still maintains a strong presence in the marketplace during the commute.

• Daytime is the time to highlight digital media.

• Social media can connect during the day. Key

Takeaway #2 • Take Measure of the Message: Build your message around needs and concerns

• Federal workers are faced with budget challenges, low morale and increased responsibility. How can you help?

• How can you use the right channel to get to them when their needs are the greatest? Key

Takeaway #3 • Rebuild the Bridges: Connect with the market to build trust

• Educational materials (without a hard sales angle) can help rebuild relationships.

• Meeting individuals in person and being a resource will help establish a long-term relationship. Federal Media & Marketing Dashboard FEDERAL MEDIA & MARKETING STUDY 2019 48

Federal Media & Marketing Dashboard For more information and specific cuts in the data, an annual subscription helps plan your media strategy.

• Dynamic and visual user interface • Your favorite FMMS reports ready and available for immediate use • The ability to run unique reports, based on your agency, location or product-based needs • Updated data, when available • Access to three years of data

PURCHASE ONLINE: marketconnectionsinc.com/fmm2019study

@mkt_connections #FMMS2019 49 NEW! New This 2019 Year

Beyond their business UNDERSTAND MAJOR FINANCIAL CONSIDERATIONS decisions, see insights • Financial products on federal ▪ Banking ▪ Insurance employees’ major ▪ Retirement purchase plans for ▪ More… the next 12 months. • Major purchases ▪ Car/SUV/Truck/Van ▪ Home ▪ Renovations ▪ Recreational vehicles ▪ More… Think “Strategy” 51 Media Strategy

Strategy will justify WHERE IS YOUR AUDIENCE? your media allocation HOW ARE THEY SPENDING TIME WITH MEDIA? • Location • Time spent with the media • Trusted sources • Budgets

RESULT: MEDIA ROAD MAP 52 Media Road Map

Targeting criteria LOCATION How much is • 60% Inside the Beltway/40% National enough? AGENCY • 50/50 Civilian and Defense Agencies MEDIA ALLOCATION • 40% digital (web and mobile) • 15% print • 30% radio/inside beltway • 15% webinars and white papers • Government and business media 53

Insights

INSIGHTS

• Strength of general business media • Print and broadcast inside the beltway Additional Resources

COMING SOON! • White paper from Sara Leiman, VP Media Director at TMP Worldwide • 2019 FMMS Overview Report (complimentary to attendees!) • Single reports for target audiences including: ▪ Department of Defense ▪ Military branches ▪ IT decision-makers ▪ Others • Social media among feds webinar