AAA Living 2015

AAA MEDIA KIT | THE AAA BRAND
Drivers turn to AAA to help them do more and worry less. These relationships
often begin with driving and grow to include travel, insurance, banking and
financial services. Our editorial reflects the breadth of these relationships in
three sections:
Membership and Discounts
• Membership and Discounts helps readers get the most from the benefits,
discounts and services embedded in their membership.
Travel Agency
• Travel Agency engages members with aspirational stories on trends
and destinations, columns on domestic travel ideas, and a section of
regional highlights.
Resources and Advice
• Resources and Advice showcases AAA’s role as a trusted adviser and
champion of safe driving.
Our editorial environment is an extension of the trusting relationships
we have with members. We invite you to join in our conversation.
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AAA Living 2015
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AAA MEDIA KIT | OUR MEMBERS
Reader Profile
Northern region*
HOUSEHOLD INCOME
AGE
18-44.................................................17%
45-54.................................................21%
55-64................................................27%
65 and older.....................................36%
ReAdership
Male..................................................43%
Female..............................................57%
$30,000 - $49,999.........................13%
$50,000 - $74,999.........................18%
$75,000 - $99,999.........................14%
$100,000 and over........................29%
EDUCATION
College degree..................................61%
Attended/Graduated College........83%
High School.......................................16%
EMPLOYMENT STATUS
Professional/Managerial.................64%
Full-Time/Part-Time/Other.............56%
Retired..............................................38%
Household
Composition***
NORTHERN REGION
Married........................................ 88%
Single.............................................12%
Married with minors present......27%
Married with no minors................61%
Not married with minors present.3%
Not married with no minors.......37%
Primary Residence
Home Ownership............................88%
southern region**
HOUSEHOLD INCOME
AGE
18-44.................................................14%
45-54.................................................19%
55-64................................................25%
65 and older.....................................42%
ReAdership
Male..................................................39%
Female...............................................61%
EMPLOYMENT STATUS
Professional/Managerial.................58%
Full-Time/Part-Time/Other.............52%
Retired...............................................41%
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$30,000 - $49,999..........................8%
$50,000 - $74,999....................... 20%
$75,000 - $99,999........................10%
$100,000 and over........................23%
EDUCATION
College degree..................................61%
Attended/Graduated College........84%
High School.......................................15%
SOUTHERN REGION
Married.........................................77%
Single............................................23%
Married with minors present......43%
Married with no minors...............34%
Not married with minors present.10%
Not married with no minors........13%
Primary Residence
Home Ownership............................88%
*AAA Living MRI Reader Profile Study, July 2013
**AAA Going Places MRI Reader Profile Study, July 2013
***Marketing Data Warehouse (MDW) 8/9/2013 (NR)
Portrait 1/6/2014 (SR)
AAA MEDIA KIT | OUR MEMBERS
Readers Take Action
Northern region*
72% are regular readers, having read at least 3 of
the past 4 issues
Our readers spend an average of
each issue
24 minutes reading
57% of members share their issues with at least
1 other reader
southern region**
69% are regular readers, having read at least 3 of the
54% of our readers say they look to AAA for suggestions
past 4 issues
75% of regular readers took some form of action
Our readers spend an average of
each issue
Of these readers:
of members share their issues with at least 1
other reader
or products
63% of our readers say they look to AAA for suggestions
and directions when planning their vacation
66% visited or contacted AAA for more information
27% visited websites
11% traveled to a destination advertised or
written about
27 minutes reading
58%
and directions when planning their vacation
Of these readers:
77% of regular readers took some form of action
28% visited websites
16% traveled to a destination advertised or written about
*AAA Living MRI Reader Profile Study, July 2013
**AAA Going Places MRI Reader Profile Study, July 2013
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AAA MEDIA KIT | our MEMBERS
Travel Preferences
NORTHERN REGION*
79% take domestic trips
78% take weekend trips
77% have stayed in a hotel in the
past 12 months
66% travel by car
62% travel by airplane
Our Readers Love To Travel
Northern region* (IN LAST 12 MONTHS)
57% went shopping while on vacation
49% visited historic sites while on vacation
39% visited a beach
28% visited theme parks and local attractions
38% visited a museum
36% visited national parks
22% attended sporting events
24% participated in casino gambling
14% played golf
southern region** (IN LAST 12 MONTHS)
63% went shopping while on vacation
55% visited historic sites while on vacation
53% visited a beach
35% visited theme parks and local attractions
39% visited a museum
39% visited national parks
20% attended sporting events
19% participated in casino gambling
12% played golf
*AAA Living MRI Reader Profile Study, July 2013
**AAA Going Places MRI Reader Profile Study, July 2013
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SOUTHERN REGION**
80% take domestic trips
82% take weekend trips
86% have stayed in a hotel in the
past 12 months
69% travel by car
65% travel by airplane
AAA MEDIA KIT | our MEMBERS
International Travel
NORTHERN REGION*
67% of members have their
own passport
43% took a trip outside the U.S
in the last three years
Spend $2,700 (mean) when
traveling outside U.S.
SOUTHERN REGION**
72% of members have their
own passport
46% took a trip outside the U.S.
in the last three years
Spend $2,500 (mean) when
traveling outside U.S.
AAA Members are
Prime Travel Prospects
Because They—
Travel More - Spend More - Stay Longer***
Here is a sample of the impact AAA Members have****:
State/ % of Room Nights Average Per Day Average Spending % More Than
Spending
DMA AAA Member
Non-member Non-member
AAA Member
Chicago................24%...................... $241.........................$207.......................16%
Illinois...................26%......................$224..........................$181....................... 24%
Nebraska.............36%......................$239......................... $146......................64%
Texas.................... 21%...................... $198..........................$176....................... 22%
State/
DMA
Average Length
of Stay (Nights)
AAA Member
Average Length
of Stay (Nights)
Non-member
% More Than
Non-member
Florida.................. 3.3.........................3.2.............................3%
Chicago................. 2.2.........................2.0............................ 9%
Nebraska.............. 2.7......................... 1.9........................... 42%
South Carolina..... 3.4.........................2.8............................21%
*AAA Living MRI Reader Profile Study, July 2013
**AAA Going Places MRI Reader Profile Study, July 2013
***2013 MRI Doublebase
****D.K. Shifflet & Assoc. Ltd. DIRECTIONS Performance Monitor. Prepared August 2013 with 2012 data
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