by Joanne Zornow
The partners at Sterling Cooper Draper & Pryce would be happy to know that Mad Men’s audience likes advertising just as much as they do. Their viewers also have a lot in common with Don Draper, Joan Harris and the other “Mad Men.” True to the Emmy-award show’s characters, their audience is considerably more likely than the Ordinary Joe to dress for success, enjoy a shot of whiskey and set out to impress others.
GfK MRI says Mad Men viewers — beyond standard demographics — distinguish them from the typical U.S. adult. For example, they are at least 25% more likely than the average adult to plan on buying a new car in the next year, to be interested in magazine ads and to give others advice on purchase decisions.
Sterling Cooper Draper and Pryce could learn a thing or two from syndicated research:
Peter would know that when prospecting for new accounts, he should pitch auto companies, TV manufacturers and home improvement businesses. Why? Because within the next year, Mad Men viewers are 62% more likely than the average adult to plan on buying a new vehicle, 31% more likely to get a new 27” – 42” screen TV and 37% more likely to remodel their kitchen.
Peggy and Don would use psychographics to develop creative executions that relate to viewers’ desire to be fashion-savvy early adopters, along with their drive to impress others.
Of course if Harry Crane were buying media, well, he would be sure to buy Mad Men, but magazines would fare very well. In fact, Mad Men viewers are 41% more likely than the average adult to agree that advertising in magazines provides them with meaningful information about the product use of other consumers and are 29% more likely to say it provides useful information about bargains.
Joanne Zornow edits The Source newsletter for Gfk MRI.
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