Interep released a new report today entitled “American Income$/ Who’s Earning What.”
The income analysis is based on selected characteristics, including demographic, regional and media usage differences.
“While our ability to define potential buyers using a variety of qualitative filters continues to increase, income remains a key qualifier for many media buys. With the economy and media both changing at a rapid pace, it is important to monitor the changes in audiences regularly to assure that advertisers are reaching their prime customers by properly defining income targets by both medium and market,” commented Michele Skettino, VP/Marketing Communications.
– 12% of the population now earns an annual household income over $100,000, up from 9% in 1998.
– Non-Hispanic whites continue to earn the highest median individual incomes, although Asian-Americans have the highest median household income.
– Earned median income continues to peak in the 35-54 age groups, cresting at $56,917 for adults 45-54.
– Among all U.S. regions, the West has the highest median income ($42,720).
– The Bridgeport-Stamford-Norwalk-Danbury metro has the highest median income in the U.S., followed by San Jose and Middlesex-Somerset-Hunterdon.
– Core users of on-line services continue to hold the highest median income of all other media.
– From a reach perspective, 37% of all persons with household incomes over $100,000 are heavy users of radio, versus 23% for television, and 27% for on-line services.
– All News and Classical radio show the highest median incomes by format.
– Primetime Sports viewers have the highest median income of all TV show types.
– Airline/In-Flight magazine readers have the highest median income of the magazine genres.
– CNBC, E! Entertainment TV, ESPN and MSNBC rank highest among the cable networks.
Sources: U.S. Census, Sales & Marketing Management, 2000 Mediamark Research.