TV that TV That Engages the Rich

Apr 10, 2006  •  Post A Comment

This week, as income taxes are top of mind for many, TVWeek‘s information from IAG Research focuses on viewers at the upper end of the income spectrum. About one in six households reports an annual income of at least $100,000. Conventional wisdom tells us these elite consumers often have different lifestyles, shop at different stores and buy different products. How attentive and engaged are these higher-income viewers with programming on the six broadcast networks this season?

The list of tops shows by network is printed below.

Some may be surprised that the list includes three shows that are new this season and one sophomore, with two longtime veterans. And the list has shows with high audience levels and some with more modest audience ratings.

What is noteworthy is that IAG data indicate that a higher engagement score translates to increased recall of ads in these programs. In a world where “return on investment” has become an oft-repeated phrase, a program’s engagement score could become a key criterion in the pricing of TV commercial inventory.

IAG Research measures viewer response to programming on 16 television networks. On average, more than 5,000 respondents per day complete surveys about TV shows they watched the previous night. These samples enable clients to examine more granular behavior, such as variations among higher-income homes.