Friday, September 12, 2014

If you want to reach rich men, traditional media is still the best choice.


According to a new study from the Shullman Research Center, men with a household income of $500,000+ are more likely to see marketers' ads on tv, and in newspapers and magazines then on social media or YouTube.

Specially, 65% report seeing tv ads, 58% newspaper ads, and 50% magazine ads.  For new media, websites do best at 47%, followed by social media at 43% (tied with radio).  YouTube registers a disappointing 20%.  (Hoffmann, 2014)
 
Undoubtedly, there is a correlation with age as the percentage of young men with a HHI of $500K+ is probably fairly small.  But the message is the clear.  If you want to reach rich people, television is still the best place to do it, even though tv as a whole continues to skew older and more downscale. 

And the best show on tv to use may just be House Hunters International since HGTV delivers the most $100K+ households, and that particular show has a very low ad skip rate (16%) -- something that's very important given this group's high DVR penetration. (Perlberg, 2014)

So bring on the ads for luxury vacations -- 50% want to take one, including me.

 

Here's the blog I wrote last December about HGTV's delivery of $100K+ households.

 

Hoffmann, M. (2014, September 10)  How Having Higher Income Affects How Men Spend and Consume Media.  adweek.com.  Retrieved September 11, 2014, from

 
Perlberg, S.  (2014, August 4)  Ad-Skipping Skews Upscale.  Wall Street Journal.  pB4

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