Many advertisers tend to overlook the quality of their media placements in favour of quantity, often missing the opportunity to communicate to the most appropriate audience for their product.
In television media, individual programs can provide very different audience profiles. The latest Roy Morgan Research highlights the degree of difference in audience profiles and consumer habits between MasterChef and My Kitchen Rules viewers.
Roy Morgan found that MasterChef viewers are big spenders and are more likely than the Australian populations to skew to well known national brands across many categories including ice-cream, sliced cheese, butter and margarine. My Kitchen Rules viewers are 81% are more likely than the Australian population to purchase a supermarket’s own brand in each of these categories.
Masterchef viewers also have an average income 13% higher than My Kitchen Rules viewers – an important attribute for marketers to be aware of when advertising their product.
Tags: advertising, MasterChef, media placement, My Kitchen Rules, quality, quantity