media consumption habits affluent households
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
Media Consumption HabitsAffluent Households
MarketBreaks•$75,000+ HHI•$100,000+ HHI
$75,000+ Household Income ($75K+ HHI)
• A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them”
Affluent People View Television As An Oasis From Their Otherwise Hectic Lives
Source: 2013 GfK MRI Doublebase. Base: 18+
$75K+ HHI Media Attitudes(% that agree with statement)
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
Affluent Households ($75K+ HHI) Spend Over 36 Hours Watching Cable
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
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
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
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
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($75K+ HHI)
Sports
NBC Sports Network
ESPN
FOX Sports on MSN
Bleacher Report
USA Today Sports
College Humor/Cracked
Adult Swim
Comedy Central
Huffington Post Comedy
Cheezburger.com
CNN
Yahoo!
NBC News
USA Today
CBS News
ToneMedia
MTV
Spotify
MSN Music
Source: CAB analysis of comScore data, March 2014. Top sites by category
Houzz.com
eHow Home & Garden
HGTV
About.com Home
Hearst Home Design
The Weather Channel
Weatherbug.com
Accuweather.com
MSN Weather
Yahoo! Weather
NBCU TV
Yahoo! TV
MSN TV
A+E Networks
TV Guide
Allrecipes
Food Network
BlogHer Food
My Recipes Network
Food.com
CoolMath-Games.com
Nickelodeon Kids & Teens
Disney Entertainment
PBSKids.org
Poptropica
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
Yahoo! Music
Top 5 Websites by Genre – $75K+ HHI
= Ad-supported cable brand
EA Websites
GSN
FreeRide Games
King.com
Zynga
Gaming
$100,000+ Household Income ($100K+ HHI)
• A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them”
Higher HHI, $100K+, Have Almost Identical Views on Media As $75K+ HHI
Source: 2013 GfK MRI Doublebase
$100K+ HHI Media Attitudes(% that agree with statement)
Affluent Households ($100K+ HHI) Spend Over 34 Hours Watching Cable
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
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
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
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
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($100K+ HHI)
NBC Sports Network
ESPN
FOX Sports on MSN
Bleacher Report
USA Today Sports
College Humor/Cracked
Adult Swim
Comedy Central
Huffington Post Comedy
Cheezburger.com
CNN
Yahoo!
NBC News
USA Today
CBS News
ToneMedia
MTV
Spotify
MSN Music
Houzz.com
eHow Home & Garden
HGTV
iVillage Home & Garden
About.com Home
The Weather Channel
Accuweather.com
Weatherbug
MSN Weather
Yahoo! Weather
NBCU TV
Yahoo!
A+E Networks
MSN TV
TV Guide
Allrecipes
Food Network
BlogHer Food
My Recipes Network
Food.com
CoolMath-Games.com
Nickelodeon Kids & Teens
Disney Entertainment
PBSKids.org
Poptropica
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
Yahoo! Music
Source: CAB analysis of comScore data, March 2014. Top sites by category
Top 5 Websites by Genre – $100K+ HHI
= Ad-supported cable brand
EA Websites
GSN
FreeRide Games
Spil Games
King.com
Gaming
Best Video Device: Even Thought They Are Moe Likely To Own Multiple Devices, Affluent People Overwhelmingly Prefer TV
Best Device for Watching Video
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?
7%
2%
20%
$100K+ HHI
78%Television
Computer
Smartphone
Tablet 7%
3%
28%
All Respondents
75%
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1056 On which of the following devices do you find advertisements most memorable?
“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – $100K+ HHI
Television Ads Are “Judged” Most Memorable By An Affluent Demo
Television
Computer
Smartphone Tablet
“I Expect To See Advertising On This Device (Top 2 Box)”$100K+ HI
Television Has The Highest Advertising Acceptance Among Affluent People
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1000/1005/1010/1015 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)
Television
Computer
Smartphone Tablet
Television Ads Encourage Further Investigation By Affluent Demos and Ultimately Move Products Off the Shelves
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace600 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.
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
$100K+ HHI
How Often?
52% Once a week or more
