January 4, 2007 - Do the rich watch TV?
Wealthy households don’t use media in the same ways as the general market, right? Wrong.
Yes, it is harder than ever to reach and influence the high-end consumer. But the same goes for the general market. So how do you specifically reach the affluent audience? Hyper-targeting. Take into account the following:
- Affluent households continue to spend most of their time with Radio and TV, but that time is more selective.
- Only 1/3 of TV programs have an index over 100% for their concentration of affluent viewers.
- The program with the highest concentration of viewers with incomes over $150K is (drum roll please) Fox's 24.
The information is out there, and when you combine it with television’s efficient cost ratio to engagement, hyper-targeted TV becomes the most viable way to reach the affluent market.