TV Network Viewers Break Down Via Cinema, Car Preferences

What retail and other locations do TV viewers actually go to in order to shop -- by network and by TV show?

Fox viewers, for example, were 10% more likely to visit a movie theater than the average U.S. consumer. ABC viewers were next at 8%, followed by CBS at 6% and NBC at 3%, according to Placed Insights, which measures over 100 million locations a day across more than 100,000 U.S. panelists.

Looking at some cable networks, ESPN viewers were 37% more likely to visit pubs and taverns; 23% more likely to visit bars; 20% more likely to go to auto repair shops; 13% more likely to go to hotels/motels; and 12% more likely to go to auto dealerships.

Disney Channel viewers -- made up primarily of kids/teens, and mostly women -- witnessed 25% higher visits to beauty/skin care places; 23% more for toy stores; 23% more for tanning salons; 17% more for stores with children's products; and 17% more for places that cater to diet and nutrition.

Automobile advertising is a major category for TV networks. When it comes to car dealerships, ESPN viewers are 25% more likely to visit General Motors dealers than an average consumer and 10% more likely to visit a Ford dealership. CBS earned 10% more likely visits from GM and Toyota -- but less likely from Ford (4%).

ABC's best results came from more viewers going to Toyota (6%) and Honda dealers (4%) than an average U.S. consumer -- but viewers were less likely to visit GM -- 8% -- and Ford dealers, at 6% less likely than the average U.S. consumers. Disney viewers were 14% more likely to go to a Toyota dealership and 28% less likely to go to a Ford dealer.

Looking at a major individual network show, “Modern Family," Macy's scored the strongest attraction -- viewers were 32% more likely to visit than an average consumer. Best Buy (22%) and Home Depot (21%) also showed strong attraction. On the flip side, Walmart (4% lower) and JCPenney (9% below) earned less likely visits than the average consumer.

This research combines mobile survey questions with the direct measurement of consumers’ location activities -- based on a subset of 10,489 U.S. smartphone survey respondents.

Recommend (11) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
2 comments about "TV Network Viewers Break Down Via Cinema, Car Preferences".
Check this box to receive email notification when other comments are posted.
  1. Sarah Radwanick from Placed, September 5, 2013 at 1:56 p.m.

    Thanks for covering! The full study is available for download here:

  2. Marc Vesta from Shazam, September 5, 2013 at 9:41 p.m.

    Ha! Really? Unsubscribe