The Wealthy Engage Most With Ads In Printed Newspapers

Newspapers

May 1, 2014 -- A recent advertising message engagement survey of consumers with a net worth of $1 million or more finds print is tops. 

To determine where and how to engage millionaires with meaningful advertising messages, Shullman Luxury, Affluence and Wealth Pulse queried wealthy participants regarding 1) media platforms on which they recalled seeing or hearing advertising in the past 30 days, as well as, 2) their level of interest in the ads they saw or heard.

Projections based on Bureau of the Census data estimates about 20 million US adults (9%) make up this group of wealthy consumers.

RECALL

Despite the attention placed on digital media, traditional channels (television, direct mail, printed magazines and newspapers, and radio) continue to be among the top 20 platforms that reach millionaires today.

The top 10 channels where wealthy consumers recall seeing or hearing advertising in the past 30 days are:
 

• Television (58%)

• Websites (46%)

• Direct mail sent to the home (44%)

• Printed magazines (43%)

• Printed newspapers (42%)

• E-mails (35%)

• Facebook (34%)

• Radio (34%)

• In-store ads (31%)

• Billboards (28%)

Digital newspapers and magazines, smartphones, tablets, YouTube and Twitter ranked on the bottom half (11 through 20) in reach among millionaires.

ENGAGEMENT

The top 10 media channels that engaged millionaires’ interest in the advertising they saw or heard:
 

• Printed newspapers (74%)

• Digital newspapers (70%)

• Twitter (69%)

• Medical offices (67%)

• Shopping malls (64%)

• YouTube (62%)

• Digital magazines (60%)

• Radio (56%)

• Printed magazines (56%)

• Facebook (55%)

Wealthy Americans are more likely to pay attention to advertising in printed newspapers than in any other format, followed by online newspapers.

Television, e-mails, inside stores, smartphones, tablets, websites, direct mail, movie theaters and billboards ranked on the bottom half (11 through 20).

ENGAGEMENT LEVEL, FACTORING IN REACH

To get a true measure of ad effectiveness, Schullman weighed the combined impact of reach and engagement (described as consumers exposed to ads and had considerable or some interest in what they saw). The top 10:
 

• Printed newspapers (31.1%) 

• TV (30.7%) 

• Printed magazines (24.1%) 

• Websites (21.6%) 

• Direct mail (19.8%)

• Radio (19.0%)

• Facebook (18.7%)

• E-mails (17.5%)

• Digital newspapers (16.1%)

• In-store ads (15.5%)

Traditional media took four of the top 5 responses, with print ads having a prominent presence.

About: The insights and data presented in the report are based on the Shullman Luxury, Affluence and Wealth Pulse, Fall 2013 Preview Wave, conducted online between August 20-27, 2013, among adults age 18 or older. Five sample groups were surveyed: in addition to a representative national sample of adults (500 interviews), four household-income segments were targeted to obtain the following number of completed interviews: $75,000 to $149,999: 256 interviews; $150,000 to $249,999: 253 interviews; $250,000 to $499,999: 253 interviews; $500,000 or more: 251 interviews. Additionally, 496 respondents — 263 men and 233 women — in the survey wave reported that their net worth was $1,000,000 or more and constitute the basis for the report. Results were weighted to bring the income groups, as well as other key demographics, into line with estimates from the March 2012 Current Population Survey as reported by the Bureau of the Census in the fall of 2012.

Sources:  MediaPost, Reaching The Wealthy, a.k.a. Millionaires, May 7, 2014 and Marketing Charts, Traditional Advertising Channels Best for Reaching and Engaging Millionaires, May 1, 2014.