2015 pizza industry media preference survey summary report
TRANSCRIPT
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2015 Pizza Industry Media
Preference Survey
Summary Report
Prepared for
Published August 5, 2016
1 2015 Pizza Industry Survey Report
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Overview
• PMQ engaged GMA Research to conduct a national online survey of pizza industry operators and professionals.
• Email invitations were sent by GMA Research to all industry operators and related professionals.
• In total, over 900 individuals completed the survey and were included in the tabulation.
• Survey results represent entire U.S. geographic area
• Maximum statistical error is 3% at the 95% confidence level in projecting results to the total population.
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% Breakdown of Respondents’ Pizza Operations
0 10 20 30 40 50 60 70
63
12 4 8 4 2 3 6
% Total
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Job Title/Position
0
10
20
30
40
50
60
70
Owner - President - CEO
Manager Marketing Manager - Director
Industry Vendor
Other
69
15 7 3
9
% Total
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Value Ratings: Pizza Industry Information Sources
Average Rating
1 2 3 4 5 6 7 8 9
10
Pizza Industry Print Magazines Pizza Industry
Trade Websites Supplier Websites Social Media
Supplier Newsletters
7.68
6.82 6.84 7.11
5.94
Average Rating
2015 Pizza Industry Survey Report 5
Question: Using a scale from 1 = Not Valuable At All and 10 = Very Valuable, rate the value to you of each of the following information sources.
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How many share your pizza magazine copy? Average of 2.9 readers per magazine copy
0
10
20
30
40
50
% Total
10
24
49
11 6
None Just one 2 to 3 4 to 5 6 or more
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Do you receive the following print magazines?
0
20
40
60
80
% Total
15.52 15.52
68.96
PMQ Pizza Today Both PMQ & Pizza Today
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*Of those receiving any pizza magazine, 68.96% received both magazines. Based on both magazines having an audited circulation of 40,000 per issue, the number of remaining unique circulation can be surmised.
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Pizza Print Magazine Readership How thoroughly do you read your pizza trade publications?
0 5 10 15 20 25 30 35 40
PMQ Pizza Magazine
Pizza Today
1
2
22
18
40
29
29
21
Read cover to cover Read most Skim Receive but don't read
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*Question answer option “Don’t Recall” was removed from graph for clarity. This accounts for the deviation from 100%.
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Do you use the following pizza industry trade websites?
0 10 20 30 40 50 60
PMQ.com
PizzaToday.com
PizzaMarketPlace.com
53
37
16
% Using Website
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With regard to the following websites, do you …..
0 10 20 30 40 50 60
PMQ.com
PizzaToday.com
PizzaMarketPlace.com
31
36
55
45
37
17
18
10
4
Frequently use site Occasionally use site Never go there
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*Question answer option “Don’t Recall” was removed from graph for clarity. This accounts for the deviation from 100%.
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Where do you most likely go for pizza advice?
0 10 20 30 40 50 60 70
PMQ.com
PizzaToday.com
PizzaMarketPlace.com
61
37
2
% Total
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Findings
• Print is still regarded highest in value as a pizza industry resource, followed closely by social media and industry websites.
• PMQ has a 69% overlap readership with Pizza Today.
• Pizza Magazines have an unusually large pass along rate of 2.9 readers.
• 60% look to PMQ.com for industry advice compared to 39% (collectively) looking to Pizza Today and Pizza Marketplace.
2015 Pizza Industry Survey Report 12