Traditional Media Ads Best For Reaching, Influencing Affluent Buyers

Consumer Attitudes

June 2013 -- Traditional media still claims top spot for reaching affluent adults, according to survey results from the research organization, the Shullman Research Center.
 
The survey looked at the reach of advertising in different channels and places, segmenting the results by household income level and intent to purchase luxury items or products over the coming 12 months. The sample group represented incomes from $75,000 upwards.
 
Television is the leading medium when it comes to consumers' recall of and interest in the advertising they saw or heard, while magazines prove effective in reaching those who plan to buy luxury items.
 
Highlights:

Television
 

• In terms of reach, TV proved far and away the top medium (71%) across all of the adults surveyed; its closest competitor was brand websites (50%). 

• TV’s reach is particularly high among luxury prospects in the $75,000+ (82%) and $250,000+ (81%) brackets.

• Concerning ad effectiveness (defined as those who have seen/heard advertising in a particular place or channel), TV advertising ranks more highly among those who plan to buy luxury items (82%) versus those who don’t plan to buy luxury items (64%).

Magazines
 

• Magazines (48%) were ranked closely behind brand websites (50%) in overall reach.

• Among luxury consumers in the $250,000+ range, magazines beat out brand sites (76% vs. 66%). Among luxury prospects earning $500,000+, magazines reach went further too (72% vs. 67%).

• Magazines were pointed to as more effective by luxury prospects (82%) than those not currently shopping for luxury items (64%); they garnered the top effectiveness ranking for luxury prospects in the $75,000+ income bracket.

Radio
 

• Radio was on par with magazines in terms of overall reach (48%), but tended to have lower reach among luxury prospects than those without any plans to buy luxury items.

• When it comes to advertising effectiveness, radio took 4th spot (out of 21) in the effectiveness rankings among luxury prospects with household income of at least $500,000.

Direct Mail
 

• Marketing messages received in the home had an overall reach of 43% among all survey respondents.

 
Newspapers
 

• Though having lower reach among the average adult (39%) than TV, online, magazines, and radio, newspapers claimed a slightly above-average reach on average among luxury prospects.

• Newspapers ranked the most effective advertising platform by luxury buyers in the $500,000+ income segment.

Websites
 

• Brand websites had strong reach, but that reach tended to be below average among potential luxury item purchasers.

• Websites also had less than stellar effectiveness ranking among luxury prospects, with the exception of those earning $75,000+, for whom websites were the second-most effective advertising medium after magazines.

Social Media
 

• Ads on Facebook and other social media sites nearly paralleled newspapers (38%) for reach among the overall sample, and fared better in reach among luxury prospects. However, these ads tended to far relatively poorly among higher-income luxury prospects (15th for the $250,000+ and $500,000+ brackets).

• The most effective place for advertising among all adults surveyed belongs to ads viewed inside airplanes, rated effective by 84% of respondents overall, including 92% of luxury prospects. However, these ads reach just 8% of luxury prospects.

About: The insights and data presented in the report are based on the Shullman Luxury and Affluence Monthly Pulse, March Preview Wave, conducted online between February 26 and March 6, 2013, among adults age 18 or older. Five sample groups were surveyed: a representative national sample of adults (500 interviews); four household income segments: $75,000 to $149,999 (246 interviews); $150,000 to $249,999 (249 interviews); $250,000 to $499,999 (250 interviews); $500,000 or more (255 interviews). Results were weighted to bring these income groups, as well as other key demographics, in line with estimates from the March 2012 Current Population Survey as reported by the Bureau of the Census in the fall of 2012.
 

Source: Marketing Charts, Traditional Media Ads Tops For Reaching, Influencing Luxury Buyers, June 20, 2013.