The TV Shows Whose Audiences Have the Highest Median Income

[nomadcowatbk]

http://www.wsj.com/articles/the-tv-shows-whose-audiences-have-the-highest-median-income-1479493870

 

[Y2kTheNewOldies]

Overall, ABC has a median income average of $74,800 among adults 18 to 49 years old, followed by NBC with an average of $72,400. Most-watched CBS is at $66,800 while Fox trails with an average of $59,000.

Leading the way for ABC is “Modern Family,” whose viewers ages 18 to 49 have a median income of $90,100. Other ABC shows with high median income averages in that demographic include the new drama “Designated Survivor” ($86,600) and “Black-ish” ($80,900).

CBS has five of the top-20 shows in terms of median income, including “Survivor” ($76,100) and “The Big Bang Theory” ($75,500). Comcast Corp.’s NBC has four in the top 20 including the new drama “This is Us” ($79,800) and “The Blacklist” ($75,800).

The rankings don’t include prime time-sports.

Advertisers will often pay a premium for shows that attract upper income viewers, believing that they have more disposable income to spend. The downside of relying on median income as a target device, however, is it can limit the diversity of the audience many advertisers want to reach.

A show with a bigger audience and broader appeal also often has a lower median income. And a show that has a smaller audience that caters to an upscale crowd can have a higher median income.

For example, CBS’s “Madame Secretary” has a high median income average among viewers 18 to 49 of $78,000 while its overall 18 to 49 ratings are low. Conversely, the network’s “NCIS” is ranked 9th among adults 18-49 but only 52nd in terms of median income with an average of $63,900.

Not all networks put a premium on median income among adults 18 to 49 as a valuable measuring tool. One executive at an ABC rival said young viewers considered upper income are “to a great degree still living in their parents homes” and aren’t the ones in the home who have high incomes. Also, networks that have larger audiences in big cities such as ABC and Fox also have viewers with higher cost-of-living expenses and potentially lower disposable income.

Wow I was expecting HBO, Netflix, Hulu to be at play here for Highest Median Income. I didn't expect the same for broadcast networks to also capture the same higher income audiences.

 

[landtuna]

One HUGE problem with measuring income only is that total financial worth is not captured or used. For instance, my annual income is SS (about $22,000) - an income that probably wouldn't attract too many advertisers. However I am in the 1% of total worth as a household which, I would think, would be worth advertising to. Many, many older out-of-demo retired households are like mine and right now, except for medicines on the main news programs and all manner of old fart appliances on the diginets we are being ignored.

Dammit! I've misplaced my teeth again!!!

 

[nomadcowatbk]

One HUGE problem with measuring income only is that total financial worth is not captured or used. For instance, my annual income is SS (about $22,000) - an income that probably wouldn't attract too many advertisers. However I am in the 1% of total worth as a household which, I would think, would be worth advertising to. Many, many older out-of-demo retired households are like mine and right now, except for medicines on the main news programs and all manner of old fart appliances on the diginets we are being ignored.

Dammit! I've misplaced my teeth again!!!

the research says geezers won't switch brands or open their wallets even if the have the cash, but poor young whippersnappers will

 

[davideduardo]

the research says geezers won't switch brands or open their wallets even if the have the cash, but poor young whippersnappers will

That is not what data mining shows. It shows that the older consumers get, more ad impressions are needed to awareness, and even more for trial (part of the Awareness-Trial-Usage measure of consumer behavior). At some point, it is more costly to make the sale than the potential profit from the sale.

From this long-standing concept we get the saying, "you can't teach an old dog new tricks".

Of course, you can teach the senior canine, but the time invested generally makes it not worth the effort.

 

[davideduardo]

One HUGE problem with measuring income only is that total financial worth is not captured or used. For instance, my annual income is SS (about $22,000) - an income that probably wouldn't attract too many advertisers. However I am in the 1% of total worth as a household which, I would think, would be worth advertising to. Many, many older out-of-demo retired households are like mine and right now, except for medicines on the main news programs and all manner of old fart appliances on the diginets we are being ignored.

Prudent seniors live off income, not capital. And many worry about having enough to take care of costs like long-term care and other threats that older people face. So the group... those that have anything beyond Social Security and home equity... are cautious about expenses.

Also consider that a high percentage of retired people (many who were forced into retirement by the recession) have nothing beyond Social Security or a pension so they are very conscious of making the money last each month.

 

[landtuna]

the research says geezers won't switch brands or open their wallets even if the have the cash, but poor young whippersnappers will

And what I have been saying all along (with actual experience from my peers and lots of others some of whom have posted here) the researchers are wrong! I now own two vehicles of a brand that I would not have thought about buying just a few years ago. The reason? Great reviews and ratings from the people who do such a thing (not advertising). I have a state of the art media room and all but one item is of a brand that wasn't even sold in this country 15 years ago. My wife brings home at least one of every new item that my local Sam Club carries (we may not like it but we try them all). You get the idea.

Just because one gets to a certain age does not mean they quit experimenting or are not open to new ideas or products. If I could make a suggestion to the advertiser community I would suggest they develop ads that appeal to older folks (who are a lot less likely to respond to background rap or flighty women in short skirts). Give us intelligent advertising that appeals to our experience, common sense and lifestyle. There are a hell of a lot of seniors who haven't quit living and aren't ready for God's Waiting Room just yet.

Editorial note to DE: I know what your response to this post will be and would suggest your advertisers try a different approach instead of leaning back on an outdated opinion. Until they try reaching us by using senior-friendly methods they won't ever know (and I am not referring to those stupid "I've fallen and can't get up" commercials. Hey - you are almost one of us. Have YOU quit living yet? Doesn't sound like it from your posts.

 

[landtuna]

Of course, you can teach the senior canine, but the time invested generally makes it not worth the effort.

If you are a regular watcher of The Dog Whisperer you know that isn't necessarily true. It depends largely upon the intelligence and personality of the individual dog. The same holds true of people.

 

[landtuna]

Prudent seniors live off income, not capital. And many worry about having enough to take care of costs like long-term care and other threats that older people face. So the group... those that have anything beyond Social Security and home equity... are cautious about expenses.

Also consider that a high percentage of retired people (many who were forced into retirement by the recession) have nothing beyond Social Security or a pension so they are very conscious of making the money last each month.

The seniors I am referencing are one of two classes: Living off the income provided by capital (and the ever increasing value of said capital) or living off some sort of annuity or guaranteed pension. I realize there is a significant sub-class that didn't invest or save during their working years and now find themselves barely making ends meet on SS alone. Those people probably didn't spend wisely years ago either or lived way above their means.

I was "forced" into retirement when, in a huge department meeting, my VP said "there is too much grey hair in here". I noted her statement and began my exit strategy the very next day so when they finally got to me and offered me a way out I was ready and jumped at the chance. I learned during my Navy service that getting kicked in the ass every now and then is a way of life but getting two in a row is your own fault. If my employer tried that second kick they missed badly. There were many others just like me. I am living better now and spending considerably more each month than I ever have in my life (in addition to supporting three members of my extended family as well).