Household Income… The Only Metric That Matters? - Mike Shaw - MediaBizBlogger

Is HH income the only metric that matters Do advertisers have any choice but to concentrate their media messaging against HH39s with at least 50K in income Is there any brand manager who is going to accept a media communications strategy that delivers more impressions next year in the under 50K level Won39t every media plan for every media an advertiser buys be judged on whether it delivers a more upscale audience than it did a year agoIn the US about 50 of HH39s have an income of 50K or more In Adult 1849HH39s 62 of the audience has an income of 50K or more and this is one of the reasons advertisers still covet the A1849 demo they have more money to spend So why does it matter whether the HH income is above or below 50K Well let39s think about how people are living today and the choices they have to make for their family each and every day Let39s suppose our HH income is 35K after taxes I have around 2300 per month for my family of four to live on 2300 a month And there39s a lot to cover here rent car insurance food clothes TV phone you get the point This family is making different choices when it comes to brands and the premium price attached to those brands This family has gone private label because they had to they39re buying used cars because they have to This family does not represent an advertiser39s best consumer prospect for most of the goods and services being advertised on television todayAll of this puts enormous pressure on the advertiser to focus their advertising message on the audience that is still able to buy their brands in this example 50K and above but for many advertisers it39s 100K or 150K and above The reason there is so much pressure on the advertiser now is because of the media choices that have been made for the last 10 years which in large part have been based on delivering the lowest A1849 CPM regardless of the income level that was ultimately delivered That strategy only works if your competition does the same thing which is pretty unlikelyGetting the right price matters but only if you39re getting the right media This year getting the right media is all about delivering your message to HH39s with enough income to buy your brand or product A GRP is a GRP HardlyMike Shaw is president Sales and Marketing ABC Television Network He is responsible for sales and integrated marketing efforts for all dayparts of the ABC Television Network including ABC Primetime ABC Daytime ABC News ABC LateNight ABC Interactive and Sales Development He also oversees DisneyABC Unlimited the crossplatform sales unit of the Walt Disney Company as well as SoapNet

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Household Income… The Only Metric That Matters? - Mike Shaw - MediaBizBlogger

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Household Income… The Only Metric That Matters? - Mike Shaw - MediaBizBlogger

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