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Media Consumption Habits Affluent Households

Media Consumption Habits Affluent Households. MarketBreaks $75,000+ HHI $100,000+ HHI. $75,000+ Household Income ($75K+ HHI). Affluent People View Television As An Oasis From Their Otherwise Hectic Lives.

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Media Consumption Habits Affluent Households

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  1. Media Consumption HabitsAffluent Households • MarketBreaks • $75,000+ HHI • $100,000+ HHI

  2. $75,000+ Household Income ($75K+ HHI)

  3. Affluent People View Television As An Oasis From Their Otherwise Hectic Lives • A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them” $75K+ HHI Media Attitudes (% that agree with statement) Source: 2013 GfK MRI Doublebase. Base: 18+

  4. Affluent Adults ($75K+ HHI) Spend More Than 16 Hours Per Week Watching Cable TV Programming Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

  5. Affluent Households ($75K+ HHI) Spend Over 36 Hours Watching Cable Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

  6. Ad-Supported Cable Has A Large Majority of The Available GRPs Within Affluent Households ($75K+ HHI) Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

  7. Cable Ratings Against Adults With A $75K+ HHI Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day $75K+ HHI Rating (A18+) 10-Year Trend *Time period reflects 1Q only in each year Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

  8. Cable’s Share Against Adults With A $75K+ HHI Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast $75K+ HHI Share (A18+) 10-Year Trend *Time period reflects 1Q only in each year Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

  9. Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($75K+ HHI) Top 5 Websites by Genre – $75K+ HHI Sports Sports Comedy Music Kids General News CNN ToneMedia CoolMath-Games.com NBC Sports Network College Humor/Cracked MTV ESPN Adult Swim Yahoo! Nickelodeon Kids & Teens FOX Sports on MSN Comedy Central NBC News Spotify Disney Entertainment Yahoo! Music Bleacher Report Huffington Post Comedy USA Today PBSKids.org USA Today Sports Cheezburger.com CBS News MSN Music Poptropica Gaming Home Weather TV Entertainment Food NBCU TV Allrecipes EA Websites Houzz.com The Weather Channel GSN eHow Home & Garden Weatherbug.com Yahoo! TV Food Network FreeRide Games HGTV Accuweather.com MSN TV BlogHer Food King.com About.com Home MSN Weather A+E Networks My Recipes Network Zynga Hearst Home Design Yahoo! Weather TV Guide Food.com = Ad-supported cable brand Source: CAB analysis of comScore data, March 2014. Top sites by category

  10. $100,000+ Household Income ($100K+ HHI)

  11. Higher HHI, $100K+, Have Almost Identical Views on Media As $75K+ HHI • A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them” $100K+ HHI Media Attitudes (% that agree with statement) Source: 2013 GfK MRI Doublebase

  12. Affluent Households ($100K+ HHI) Spend Over 34 Hours Watching Cable Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

  13. Ad-Supported Cable Has A Large Majority of The Available GRPs Within Affluent Households ($100K+ HHI) Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

  14. Cable Now Garners Double The Ratings Compared To Broadcast Against $100K+ HHI Total Day $100K+ HHI Rating (A18+) 10-Year Trend *Time period reflects 1Q only in each year Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

  15. No Surprise, Cable’s Share Is Also More Than Double Broadcast Now Against $100K+ HHI Total Day Cable/Broadcast $100K+ HHI Share (A18+) 10-Year Trend *Time period reflects 1Q only in each year Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

  16. Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($100K+ HHI) Top 5 Websites by Genre – $100K+ HHI Sports Comedy Music Kids General News CNN ToneMedia CoolMath-Games.com NBC Sports Network College Humor/Cracked MTV ESPN Adult Swim Yahoo! Nickelodeon Kids & Teens FOX Sports on MSN Comedy Central NBC News Spotify Disney Entertainment Yahoo! Music Bleacher Report Huffington Post Comedy USA Today PBSKids.org USA Today Sports Cheezburger.com CBS News MSN Music Poptropica Home Weather TV Entertainment Food Gaming NBCU TV Allrecipes Houzz.com The Weather Channel EA Websites eHow Home & Garden Accuweather.com Yahoo! Food Network GSN HGTV Weatherbug A+E Networks BlogHer Food FreeRide Games Spil Games iVillage Home & Garden MSN Weather MSN TV My Recipes Network King.com About.com Home Yahoo! Weather TV Guide Food.com = Ad-supported cable brand Source: CAB analysis of comScore data, March 2014. Top sites by category

  17. Best Video Device: Even Thought They Are Moe Likely To Own Multiple Devices, Affluent People Overwhelmingly Prefer TV Best Device for Watching Video All Respondents $100K+ HHI 78% Television 75% Computer 20% 28% 2% Smartphone 3% Tablet 7% 7% CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video? 

  18. Television Ads Are “Judged” Most Memorable By An Affluent Demo “Device On Which Advertising Is Most Memorable” (Among Owners of Each Device) – $100K+ HHI Television Computer Smartphone Tablet CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device 1056 On which of the following devices do you find advertisements most memorable?

  19. Television Has The Highest Advertising Acceptance Among Affluent People “I Expect To See Advertising On This Device (Top 2 Box)” $100K+ HI Television Computer Smartphone Tablet CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device 1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)

  20. Television Ads Encourage Further Investigation By Affluent Demos and Ultimately Move Products Off the Shelves $100K+ HHI How Often? 55% Look up information online about an advertisement currently watching 60% Once a week or more 55% Shop online or purchase something they have seen on a show / advertisement they are currently watching 52% Once a week or more CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace 600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.

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