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