Wave 56 Influencer Poll Update

January 2018 Public Release Influencer Poll: Likelihood to Recommend & Support

1 Likelihood to Recommend and Support Military Service

Likelihood to Recommend and Support Military Service 80% 71% 70% 71% 70% 66% 66% 66% 67% 63% 63% 63% 64% 61% 63% 60%

50% 46% 47% 47% 45% 44% 42% 43% 42% 39% 38% 40% 35% 32% 33% 34% 34% 30%

20%

10% Likely to Recommend: % Likely/Very Likely Likely to Support: % Agree/Strongly Agree Yearly Quarterly 0% Jan–Mar 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Likely to Recommend Military Service Likely to Support Decision to Join § Influencers’ likelihood to support the decision to join the Military increased significantly from 67% in 2015 to 70% in 2016. § However, Influencers’ likelihood to support the decision to join the Military remained stable in January–March 2017. = Significantly change from previous poll Source: Military Ad Tracking Study (Influencer Market) Wave 56 2 Questions: q1a–c: “Suppose [relation] came to you for advice about various post-high school options. How likely is it that you would recommend joining a Military Service such as the Army, Navy, Marine Corps, Air Force, or Coast Guard?” q2ff: “If [relation] told me they were planning to join the Military, I would support their decision.” Likelihood to Recommend Military Service By Influencer Type

Likelihood to Recommend Military Service

80%

70% 63% 59% 59% 60% 58% 60% 57% 56% 57% 55% 54% 53% 48% 55% 50% 54% 47% 52% 51% 44% 51% 47% 42% 42% 42% 49% 41% 43% 42% 45% 45% 46% 40% 42% 37% 41% 39% 41% 38% 38% 38% 37% 37% 39% 34% 35% 34% 30% 33% 33% 32% 33% 32% 31% 32% 31% 31% 31% 32% 20% 25% 25% 24% 31% 29%

10% % Likely/Very Likely Yearly Quarterly 0% Jan–Mar 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Fathers Mothers Grandparents Other Influencers § Influencers’ likelihood to recommend military service remained stable in January–March 2017 for all influencer groups.

= Significantly change from previous poll Source: Military Ad Tracking Study (Influencer Market) Wave 56 3 Questions: q1a–c: “Suppose [relation] came to you for advice about various post-high school options. How likely is it that you would recommend joining a Military Service such as the Army, Navy, Marine Corps, Air Force, or Coast Guard?” Likelihood to Recommend Active Duty Service By Service

Likelihood to Recommend Active Duty Service

80%

70%

60%

50% 46% 46% 46% 43% 41% 39% 39% 41% 39% 40% 38% 37% 34% 31% 31% 35% 32% 33% 34% 39% 39% 37% 31% 28% 27% 31% 35% 28% 29% 32% 33% 30% 27% 27% 33% 31% 29% 32% 34% 32% 27% 26% 26% 29% 32% 31% 20% 26% 25% 27% 31% 23% 22% 24% 26% 29% 22% 21% 21% 25% 19% 18% 18% 19% 21% 10% 17% 19% 16% Yearly Quarterly % Likely/Very Likely 0% Jan–Mar 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Army Navy Marine Corps Air Force Coast Guard § Influencers’ likelihood to recommend serving in an active duty Service remained stable in January–March 2017. Influencers were more likely to recommend the Air Force and Navy than they were to recommend the Army and Marine Corps.

= Significantly change from previous poll Source: Military Ad Tracking Study (Influencer Market) Wave 56 4 Question: q2: “How likely is it that you would recommend serving to your [relation] [on active duty in the Army, on active duty in the Navy, on active duty in the Air Force, on active duty in the Marine Corps, on active duty in the Coast Guard]?” Likelihood to Support Military Service By Influencer Type

Likelihood to Support Military Service

80% 77% 76% 78% 74% 72% 71% 74% 69% 68% 72% 75% 69% 71% 68% 69% 70% 72% 74% 70% 67% 65% 66% 67% 72% 66% 71% 64% 69% 71% 70% 66% 61% 66% 64% 60% 65% 65% 66% 65% 65% 63% 63% 61% 63% 60% 60% 59% 60% 56% 55% 56% 50% 56% 54% 55%

40%

30%

20%

10% % Agree/Strongly Agree Yearly Quarterly 0% Jan–Mar 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Fathers Mothers Grandparents Other Influencers § Influencers’ likelihood to support military service remained stable in January–March 2017 for all influencer groups.

= Significantly change from previous poll Source: Military Ad Tracking Study (Influencer Market) Wave 56 5 Question: q2ff: “If [relation] told me they were planning to join the Military, I would support their decision.” Likelihood to Support Active Duty Service By Service

Likelihood to Support Active Duty Service

80%

70% 60% 61% 60% 53% 54% 50% 57% 55% 56% 54% 49% 49% 50% 55% 47% 47% 52% 51% 52% 50% 46% 54% 53% 46% 44% 51% 50% 48% 50% 50% 47% 40% 45% 44% 47% 42% 42% 43% 44% 43% 47% 42% 42% 42% 45% 42% 36% 38% 43% 41% 41% 30% 35% 36% 40% 32% 34% 36% 32% 20%

10% Yearly Quarterly % Likely/Very Likely 0% Jan–Mar 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Army Navy Marine Corps Air Force Coast Guard § Influencers’ support for joining the Air Force and the Marine Corps reached tracking highs in January–March 2017, although this was not a significant increase from 2016. § Influencers were more likely to support the Air Force, Coast Guard, and Navy than they were to support the Army and Marine Corps. = Significantly change from previous poll Source: Military Ad Tracking Study (Influencer Market) Wave 56 6 Question: q2gg: “If [relation] told you they were planning to join, how likely is it that you would support their decision to serve [on active duty in the Army, on active duty in the Navy, on active duty in the Air Force, on active duty in the Marine Corps, on active duty in the Coast Guard]?” Backup

7 Influencer Poll Methodology and Sample

The Military Ad Tracking Study provides metrics on awareness of and attitudes toward the Military Services’ advertising campaigns. The Influencer Update focuses on advertising and recruiting strategies that allow the Services to connect with adults and prevent them from creating obstacles for youth interested in military service.

Timeline: January–March 2017.

Interview Method: Probability-based online panel (nationally representative).

Target Audience: Influencers of youth ages 12–21. In Wave 56: 255 Fathers, 228 Mothers, 207 Grandparents, 198 Other Influencers (e.g., teachers, coaches, guidance counselors, relatives, mentors).

Weighting: The data are weighted to represent the U.S. population in terms of gender, age, race, ethnicity, education, census region, and metropolitan area.

Reporting: 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Jan–Mar W4 W8 W12 W16 W20 W24 W28 W32 W36 W44 Reporting in this deck

Apr–Jun W1 W5 W13 W17 W21 W29 W37 W53

Jul–Sep W2 W6 W10 W14 W18 W22 W26

Oct–Dec W3 W7 W11 W15 W19 W23 W27 W35 W39 W43 W51 W55

Source: Military Ad Tracking Study (Influencer Market) Wave 56 8