June 21, 2013
The study by the Shullman Research Center also discovered magazine ads are most effective at reeling in those looking to purchase luxury items.
Television is the top all-around advertising medium with 71 percent of adults surveyed admitting to being influenced by TV ads. Eighty-two percent of those earning $75,000 to $250,000 annually were influenced by TV advertising while 81 percent of those earning more than $250,000 were influenced.
Only 50 percent of adults surveyed were influenced by online advertising.
Although magazines trailed websites by two percent in overall reach, they were far more popular among luxury prospects in the more than$250,000 (76 percent vs. 66 percent) and more than $500,000 (72 percent vs. 67 percent) income brackets.
Radio advertising was neck-and-neck with magazines for overall reach, but had lower reach among luxury prospects than those who had no plans to buy luxury items.
Though newspaper had lower reach (39 percent) with the average adult, they were most popular with luxury buyers in the $500,000-plus income segment.