TV, magazines most effective affluent marketing media: study

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Affluent consumers are more receptive to TV and magazine advertising than other media, according to a survey from market-research firm Ipsos Mendelsohn.

The “2011 Ipsos Mendelsohn Affluent Survey” found that 62% of the 14,405 affluent consumers surveyed said they had “considerable” or “some” interest in advertising displayed through the two media.

The firm defines affluent consumers as those with annual household incomes of $100,000 or more.

TV and magazines were also the two most prevalent media, with 86% of respondents saying they had watched a TV ad in the past six months and 80% saying they read a magazine ad in the same period. Ipsos Mendelsohn conducted the survey from March to June.

“Traditional media platforms are still aligning well within the affluent space,” said Bob Shullman, president of Ipsos Mendelsohn, at a New York event on September 13.

Radio trailed TV and magazines in receptivity and prevalence at 54% and 78%, respectively. Newspapers enjoyed a higher receptivity among affluent consumers than radio, despite a smaller prevalence. Seventy-one percent of those surveyed said they had seen a newspaper ad, and 59% said they had interest in the ads during the time period.

Of the 77% who said they received direct mail from March through June, 39% said they had “considerable” or “some” interest in the ads. Sixty-eight percent saw an out-of-home ad in the period, and 37% said they were receptive to the ads.

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