How to Reach the Wealthiest Demographic: Television

Silent Generation

We see it and hear it every day, how do we reach Millennials? They consume media differently than other generations. But as you research how to target this generation, you may be missing out on what the Federal Reserve’s Survey of Consumer Finance states is wealthiest demographic with 23x the net worth of Millennials and 1.3x as Boomers. This wealthy group are the 75+ age bracket largely made up of the Silent Generation.

And this demographic is spending their money. A recent TD Ameritrade survey reported that grandparents spend an average of $2383 annually on their grandchildren and according to the Kenan Institute, Americans age 65+ are now more than twice as likely to be caring for a non-elderly family member.

So how do you reach the wealthiest demographic spending money? Linear Television. Adults 65+ continue to spend more time on linear platforms than digital. According to Nielsen’s 1st Q 2018 Audience report, 7:24 hours is spent per day watching Live-Time Shifted TV compared to only 2:28 hours on digital platforms (this includes TV-Connected devices such as DVD, Internet Connected Device and Game Consoles).

If you still are thinking you don’t need to target the wealthiest demographic, there are recent key findings on why television is vital for all demographics:

  • People are 44% more receptive to television advertising compared to 27% – 24% on digital advertising (online display, online search and video) according to Kantar Millward Brown August – November 2017 survey
  • Television is more effective than online banner ads in driving consumers to search, 57% versus 36%, according to a 2018 Nielsen report
  • 37% of the 11:06 hours of the daily average time spent per adult 18+ to connected media is being consumed on Live TV based on 1st quarter 2018 Nielsen data

Television continues to be a vital part of building brands, just ask the online retailers Purple Mattress, Adore Me, Uber and Stitch Fix who are now household names.

Want to learn more? Email us at LetsTalk@modusdirect.com and let’s connect!

 

Photo by Marisa Howenstine

So happy it’s over!

According to Kantar Media over $6.75 billion was spent on Television and Radio media promoting the 2018 mid-term gubernatorial and U.S. Senate races.

Before this number even came rolling in we knew it was going to be a challenging 2018 media environment – especially for our clients that advertise locally. The media tightening started in summer and became progressively worse the closer we got to November 6. The expectation by some was that after the election, the media would open-up and all would be right in the media world.  Unfortunately, the networks now have hundreds of thousands of makegoods to fulfill before the end of the year. Plus, it is 4Q which is always challenging regardless – Black Friday, Cyber Monday, holiday shopping, healthcare dollars.

The only winners this year, in my opinion, are the media providers that have taken in the over 6 billion dollars in political ad spend – Meredith, Sinclair Broadcasting Group, Fox Television Stations, CBS, etc.

What we do have to look forward to is a wide open 2019 – no Olympics, no political races, no World Cup. It will be the first year, in over 10 years, that the media environment may have a respite from increased rates and distressed inventory due to media premium payments.

That being said, we probably only have 1-year of solace. To ensure you are ready for the 2020 political mayhem, here are our top 3 tips to weather the next political storm.

  1. Plan ahead! Take advantage of opportunistic media outside of months that are going to cause your clients issues. Put together a flowchart that clearly outlines the races on the calendar along with the expectations of when media dollars will be coming into the marketplace.
  2. Diversify your media mix. Television has always been the media of choice for politicians – delivering the highest reach during the political media rat race. Help your clients test and identify other media opportunities that will help them weather the storm. Test alternative channels before you are in the middle of the chaos.
  3. Keep your client informed on the political spending implications and specifically how you foresee it affecting them. If the client expects the tightening media environment, you can have collaborative discussions on how to best navigate.

December 26 and 2019 can’t come fast enough. We are looking forward to a peaceful media negotiating and buying!

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