Lower-Income Viewing Offers Distinct Ad Opportunities
Lower-income TV homes continue
to watch more TV than other income groups -- and those households are expected to climb.
Nielsen says that over the next 10 years, lower-income homes are expected to rise 17% -- with
overall U.S. home growth climbing 8%. Nielsen says these lower-income homes can be opportunities for retailers and manufacturers.
The latest measure shows that lower-income TV homes --
those making under $30,000 -- watch almost 193 hours of TV per month. Those making $30,000 to $100,000 watch about 149 hours; and those homes making over $100,000 tune in for 112 hours.
Lower-income TV homes also watch more daytime TV and other groups, at 41 hours. Those making $30,000 to $100,000 view 26 hours on average, and those making $100,000 or more take in 17 hours.
The overall average for all U.S. TV homes is nearly 152 hours of viewing per month, with 28 hours in daytime.
No surprise comes with this research result: Higher-income households
are spending nearly $1,200 more per year than in lower-income domiciles. Also while lower-income shoppers shop more frequently and have "smaller baskets," higher-income shoppers spend more than $10
per trip.
Jeff Gregori, vice president of consumer and shopper analytics-retail at Nielsen, stated: “Value will remain an operational byword for the foreseeable future across all
income strata. Shopping strategies differ across income groups, so manufacturers and retailers need to tailor offers to meet the needs of each segment.”
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