Media Habits of Affluent.

A report detailing how much time affluent adults in 81 metropolitan markets spend with radio, television, print media, outdoor and web sites will be released by The Media Audit at the RAB show in Atlanta, February 10 – 13, 2005.

“From the data that is gathered for our syndicated reports we extracted the length of time each respondent, with a household income of $75,000 or more, reported spending with each type of media during an average day,” says Bob Jordan, president of International Demographics, Inc. a 34-year-old research firm which produces The Media Audit.

“These affluent adults in the 81 markets surveyed spent between 6 and 8 hours with the media on an average weekday,” says Jordan, “In almost all markets, radio and television occupied 3 to 5 hours of the 6 to 8 hours total per adult.” The brochure containing the data for each of the 81 markets will be available at The Media Audit booth #305 at the RAB show.

Jordan points out that using more than one media at a time is apparently becoming increasingly common. “Some adults listen to the radio or watch television while on the web. Some may do all three. If they listen to the radio while on the web for one hour that shows up in our data as one hour on the web and one hour listening to the radio.”

In almost all markets, Jordan says, “radio and television command the lion’s share of the affluent adult’s average media day. In most markets television gets more time than radio but it is usually a single-digit difference in percentages.”

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