Certain stereotypes can be hard to break. When you envision the typical “handyperson” who tackles their own home improvement and repair tasks, odds are you’ll have a good idea of who they are and how you might reach them. One of the tools in your media toolbox should be TRA’s Media TRAnalytics®, which provides insights that are hard to find elsewhere, and that break away from a reliance on archaic demographic targeting to help advertisers identify and deliver their true target audience.
Among Do-It-Yourselfers, FOX News is a top choice; this network’s rating among DIYers is 41% higher than the network’s overall rating. The Weather Channel’s rating is 32% higher and rounding out the top five are Turner Classic Movies, CBS and ABC. The fact that HGTV is among the top 10 nets may not be a surprise, but Hallmark channel is not only among the top 10, but it beats HGTV. Surprisingly, both ESPN and ESPN2 under-perform against the DIY target, as do Telemundo and Univision.
Want to improve your media ROI with DIY? TRA has the information you need.