Affluent Viewers Love TV, Ads Reach Key Demo
Even with all the media options and wired, frenetic lifestyles, affluent adults are watching the same amount of TV as they did a year ago, according to a new report. Research shows that individuals in homes with incomes of $100,000-plus watch an average of 17.6 hours a week this year, tied with 2009.
However, Internet usage has shown a 12% bump, rising from an average of 22.6 hours a week in 2009 to 25.3 this year, according to the annual Mendelsohn Affluent Survey.
The Ipsos Mendelsohn data was culled from surveys of 13,800 respondents -- male and female heads of household in homes with the $100,000-plus incomes. Ipsos estimates that 21% of U.S. homes have household incomes of $100,000-plus.
The surveys showed that older, wealthy individuals watch more TV than their younger counterparts. Among the affluents in the 18-to-34 demo, there was an average of 15.4 hours a week, compared to 22.2 for ages 65-plus.
The reverse holds for Internet usage, with the younger demo using the Internet an average of 31.5 hours a week compared to 14.1.
The research also found evidence that TV advertising reaches more adults than other media. Of a projected group of 44.1 million affluent Americans, 38.6 million saw an ad on TV in a six-month period.
Magazines were second at 35.5 million. Web sites were fifth at 33.4 million (following direct mail and newspapers).
Ads in movie theaters were seen by 26.2 million, while 17.5 million encountered them at sports venues. In-taxi ads had the lowest amount, at 7.6 million.
In an engagement metric, TV also finished first, with Ipsos projecting that 24.3 million affluents saw TV ads that carried some or considerable interest, more than ads on any other medium.
Ipsos estimated that 16.5 million affluents have a video game system; 600,000 have a 3D TV; and 500,000 an Apple TV.