Not every advertiser wishes to reach a broad audience. Some wish to target the product or service to a specific demographic, geographic, or psychographic group.
How do you target affluent individuals in the United States? Which media is statistically proven to be the primary choice for this demographic? The answers lie with the new annual research study released by Ipsos’ Mendelsohn Affluent Survey.
According to MediaPost, the best media to reach affluent people is television. On average, this group watches approximately 17.6 hours a week which is about the same as 2009. When broken down by age, the younger ones, who are 18-34, watch less TV with an average of 15.4 hours a week. The older half, who are 65+, watch more with an average of 22.2 hours.
Ipsos’ survey also showed that TV was the top medium on an engagement metric. In fact, 24.3 million affluent individuals had interest in TV ads, which is more than any other media platform.
Affluent people are considered by the survey as individuals who have homes with incomes of $100,000+. In fact, it is estimated that 21% of US homes fall within this category.
Not every advertiser wishes to reach a broad audience. Some wish to target the product or service to a specific demographic, geographic, or psychographic group. The key to putting the right message in front of the right audience is staying current with research results.
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