Reaching Affluents Through Traditional Media [TABLE]
Although affluent Americans are spending more time online and adopting mobile devices at a greater rate, traditional media channels still have great reach among these estimated 59 million US adults living in households with at least $100,000 in annual household income (HHI), per results from an Ipsos MediaCT survey released in September 2012. And when it comes to ad receptiveness, the largest proportion of affluents surveyed said they were receptive to ads on TV, followed by magazines and newspapers. Other media – such as billboards and direct mail – scored highly for advertising reach, but less so for receptiveness, while radio performed better than websites on both counts. Read the rest at MarketingCharts.