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Many of local broadcast TV’s top categories over index for High-Net-Worth households.
This presentation highlights the high-net-worth data we have accumulated from multiple of our studies, including Media Comparisons, the Purchase Funnel, Media and Conversations, as well as the Voter Funnel study. We defined high-net-worth as those with a net-worth of $500,000 or more. Where the sample allowed, we were able to break this down further to one million+.
From our studies, we learned that there is a very strong story for broadcast TV among high-net-worth households.
Key points:
- TV has the highest reach, and people spend the most time with TV out of all media platforms studied.
- Exposure to a media platform is not a guarantee of consumer importance, except for TV.
- Local TV news is the most trusted and primary source of for news. Local TV news websites/apps is the most trusted digital source with social media being the least trusted.
- High-Net-Worth households’ conversations about news are significantly affected by Television.
- Television is the most important influencer at all stages of the purchase funnel among high-net-worth households.
- Television’s influence on awareness grows as household net-worth increases.
- Total broadcast assets can reach 93% of High-Net-Worth households.
- Broadcast and Streaming: it’s not an either/or decision, it’s an AND:
- For time spent on a TV screen with ads, High-Net-Worth households spend more time with linear TV than the average A18+.
- Advertisers cannot reach those High-Net-Worth households who stream with no ads, but broadcast assets can.
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.