Radio Listening Among 'Affluent Americans' Down From Last Year
October 4, 2012 at 5:06 AM (PT)
THE MENDELSOHN AFFLUENT SURVEY 2012, subtitled "The State of the Affluent Consumer," released by IPSOS MEDIACT has released data about the 59 million Americans who live in households with $100,000 or more in annual income. The research lppked at the media habits of this group, and found among traditional media that radio reaches 58% of affluent Americans. That number is down from 61% last year.
The data did find that time spent listening is up among the affluent, from 10.2 hours per week last year to 10.6 hours this year.
THE NEW YORK TIMES notes, "The affluents, as they are called in the survey, make up about a fifth of the total population; the subset of the ultra-affluents, in the survey’s parlance, who make $250,000 or more a year, is roughly 2% of the total population."
IPSOS MEDIACT SVP/Chief Insights Officer STEPHEN KRAUS told a group at ADVERTISING WEEK that affluent Americans "don't feel as affluent as perhaps they did in the mid-2000s," but "there are still opportunities to engage with them."