Advertisers looking to reach consumers who are feeling confident in their financial outlook should focus their TV advertising on Masterchef, data released by Roy Morgan Research suggests.
RMR conducted the research by building a profile of consumer confidence based on who answered the most positively five questions related to their optimism about the economy and their own circumstances. The information would be potentially useful to advertisers looking to understand who might be most minded to spend.
According to RMR, 1.753m Australians who were either confident or very confident in their outlook watched Masterchef last year.
This was followed by Seven News with 1.337m confident viewers, and Seven’s Downton Abbey with 1.241m confident viewers. No Nine shows made the top ten.
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Of those top ten programs, Masterchef – and sister program Junior Masterchef – also had the biggest proportion of very confident or confident Aussies. 26% were very confident and 43% were confident. 31% were “unconfident”. Junior Masterchef’s scores were virtually identical.
Program viewers were identified as those who answered yes when they were asked if they almost always or occasionally watched each show.
The five questions:
Next came fellow Ten show The Biggest Loser, followed by Seven’s Packed To The Rafters.
The survey is based on RMR’s single source survey carried out across 2011 and covering a sample of 52,519 people.
The five questions:
1. Would you say you and your family are better-off financially or worse off than you were at this time last year?
2. This time next year, do you and your family expect to be better-off financially or worse off than you are now?
3. Thinking of economic conditions in Australia as a whole, in the next 12 months do you expect we’ll have good times financially, bad times or some good and some bad?
4. Looking ahead, what would you say is more likely, that in Australia as a whole, we’ll have continuous good times during the next five years of so – or we’ll have bad times – or some good and some bad?
5. Generally, do you think now is a good time – or a bad time – for people to buy major household items?