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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.









Direct Mail





Social Media


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.