This study is a very simple tool to help television stations sell ads to people in the automobile business; and conversely, for people in the automobile business to make informed decisions about ad placement. If it can aid the sale of one ad flight or one vehicle, an entire year’s subscription to RBR-TVBR is paid for with room to spare. Today’s info culled from the massive database of Prosper Insights and Analytics sheds light on six young-skewing TV formats. It’s the second of six installments.
We said the study is simple. Here’s what you get. The average age of people who watch a given type of television programming; their average household income; and how many are in the market for a car (plus how many are not because they just bought one).
Next is the nuts and bolts: A list of their 12 favorite car brands. You’ll be able to instantly compare the rank of the brand within the format to the 18+ rank, and find out which brands are especially loved by your audience.
For example, Jeep is #9 in terms of appreciation overall, but among Cartoon fans, it is #7 with a preference score almost 3% higher. And Audi overall is admired by 3.7% of Adults 18+ and ranks #16, but among Hip-Hop fans it is the #11 brand with a 5.3% desirability rating.
All you need to do is take this information to your local Honda and Jeep dealer and sell your audience, which you will be able to show is predisposed to buy these cars.
If you are a Jeep or Audi dealer, you can use it too – you now know that adult-oriented cartoon programming on your local TV station is a great place to find an audience receptive to what you have to sell.
It can work when the results aren’t so hot as well. For example, Cartoon fans are less keen on Fords than the overall population, but they still buy them. Maybe a local Ford dealer will be interested in improving penetration into this audience with a campaign designed to change them from Ford skeptics to Ford buyers.
By all means study these lists, plan your strategy, and get out there and sell.
Today’s television program categories include Cartoons, Music Videos, Wrestling, Reality TV, Movies and Sitcoms.
We’ll start out with the 18+ top 20 preferred vehicle brands, then give you the top 12 for each format (with a reminder of the 18+ rank conveniently included in parens). We think you’ll find the results to be most interesting, informative and – most importantly – useful!
More information about Prosper Insights & Analytics can be found here
Here is where you can check out the first installment of this series, “Selling vehicles to young radio fans”
Adults 18+
45.5: Average age
$63,280: Average household income
11.2% planning to buy vehicle
12.1% recently bought vehicle
As it was last year, Ford is the #1 brand in America, followed by Chevrolet – then Japan takes over. Here’s the baseline which will help us illuminate the particular marketing strengths of each format in the study.
Top vehicle preferences
25.9% Ford (1)
20.6% Toyota (2)
20.2% Chevrolet (3)
20.1% Honda (4)
12.8% Nissan (5)
8.8% Dodge (6t)
8.8% Hyundai (6t)
7.5% BMW (8)
5.9% Jeep (9t)
5.9% Kia (9t)
4.9% GMC (11)
4.4% Cadillac (12)
3.9% Acura (13t)
3.9% Lexus (13t)
3.8% Mercedes-Benz (15)
3.7% Audi (16)
3.6% Chrysler/Plymouth (17t)
3.6% Volkswagen (17t)
3.0% Subaru (19)
2.8% Buick (20)
Source: Prosper Insights and Analytics
Cartoons
33.9: Average age
$53,474: Average household income
16.6% planning to buy vehicle
15.0% recently bought vehicle
This is a buy-American crowd in general, and although Ford wins the popularity contest, it does so with a slightly below par percentage while Chevy outperforms a bit. Dodge keeps the American theme alive by outperforming 18+, and Jeeps are also very popular. Below the radar are high scores for Jaguar and Hummer, both of which score better than double the 18+ rate.
Top vehicle preferences
22.8% Ford (1)
21.7% Chevrolet (3)
20.0% Honda (4)
18.7% Toyota (2)
12.5% Nissan (5)
11.4% Dodge (6t)
8.8% Jeep (9t)
7.6% Hyundai (6t)
7.4% BMW (8)
6.3% Kia (9t)
5.3% Audi (16)
4.6% Infiniti (22)
Source: Prosper Insights and Analytics
Music videos
36.1: Average age
$51,393: Average household income
20.1% planning to buy vehicle
16.4% recently bought vehicle
This is a young and relatively poor audience, yet it is one of the ones most ready to buy, and it has a definite proclivity for luxury brands. BMW and Cadillac are both elevated, and looking below the radar, so are Mercedes and Infiniti. Other high scores below the fold: Mitsubishi scores 3.7% v. 1.5% 18+; Hummer is 2.9% v. 0.7%; and Oldsmobile is 2.5% v. 0.7%.
Top vehicle preferences
23.1% Ford (1)
20.5% Honda (4)
17.5% Chevrolet (3)
15.8% Toyota (2)
14.2% Nissan (5)
10.3% Dodge (6t)
10.1% BMW (8)
7.9% Hyundai (6t)
7.8% Jeep (9t)
6.0% Kia (9t)
6.0% Lexus (13t)
5.7% Cadillac (12)
Source: Prosper Insights and Analytics
Wrestling
38.7: Average age
$49,809: Average household income
19.7% planning to buy vehicle
13.55% recently bought vehicle
If you are selling Ford and Chevy, you will want to think about telling Wrestling fans how to get to your dealership because they are predisposed to love what you have to sell. What’s more, nearly 20% of this audience is currently in the market for a vehicle. American makes do well in general. Dodge and GMC skew very high compared to 18+. And below the fold, they just love Hummers, if you happen to have any on the lot – 4.2% of wrestling fans want one, compared to 0.7% overall.
Top vehicle preferences
29.3% Ford (1)
22.8% Chevrolet (3)
15.3% Honda (4)
14.0% Toyota (2)
13.4% Dodge (6t)
9.9% Nissan (5)
9.9% BMW (8)
8.9% Hyundai (6t)
8.2% GMC (11)
7.7% Jeep (9t)
7.1% Cadillac (12)
6.6% Audi (16)
Source: Prosper Insights and Analytics
Reality TV
42.4: Average age
$62,740: Average household income
13.9% planning to buy vehicle
14.5% recently bought vehicle
This is another mixed back audience. The US makes are on top, but this time Chevy is the brand of choice. Meanwhile, the Toyota and Honda are in par territory and Nissan skews high. Missing from the 18+ top 12 is Cadillac, replaced by another high-priced brand, Mercedes-Benz, up from #15 overall.
Top vehicle preferences
22.8% Chevrolet (3)
21.9% Ford (1)
20.4% Honda (4)
19.3% Toyota (2)
16.0% Nissan (5)
10.6% Dodge (6t)
8.5% BMW (8)
7.7% Kia (9t)
6.7% Hyundai (6t)
6.6% Jeep (9t)
5.2% GMC (11)
4.9% Mercedes-Benz (15)
Source: Prosper Insights and Analytics
Movies
44.5: Average age
$62,051: Average household income
13.5% planning to buy vehicle
12.5% recently bought vehicle
The top 12 vehicle preference list for Movie is the first to match the 18+ list, although the brand rankings are altered a little bit – that’s because almost everybody watches a movie on TV at one point or another, and because different people watch different types of movies, any peculiarities are washed out. Suffice it to say, when buy time during a movie presentation, you’d better have an idea who the movie appeals to, and not worry so much about what it says on this chart.
Top vehicle preferences
24.9% Ford (1)
21.4% Chevrolet (3)
19.3% Toyota (2)
19.2% Honda (4)
13.8% Nissan (5)
9.7% Dodge (6t)
9.0% Hyundai (6t)
7.8% BMW (8)
6.3% Jeep (9t)
5.3% Kia (9t)
5.1% GMC (11)
5.2% Cadillac (12)
Source: Prosper Insights and Analytics
Sitcoms
44.9: Average age
$65,914: Average household income
13.5% planning to buy vehicle
12.5% recently bought vehicle
The love of Fords among Sitcom fans is below par but strong enough that it retains its #1 billing within the group. Honda surges up from the #4 position to claim the runner-up spot and Hyundai does very well, as does Kia. An affinity for the Lexus brand was strong enough to move it from off the 18+ chart to 11th place here, bumping Cadillac off the list.
Top vehicle preferences
23.1% Ford (1)
22.5% Honda (4)
19.1% Toyota (2)
17.7% Chevrolet (3)
12.3% Hyundai (6t)
10.9% Nissan (5)
9.3% BMW (8)
9.0% Dodge (6t)
7.4% Kia (9t)
5.8% Jeep (9t)
5.7% Lexus (13t)
5.2% GMC (11)
Source: Prosper Insights and Analytics
