Newspapers attract financial optimists with high buying power for big-ticket items

The strength of newspapers in reaching financially optimistic individuals is a testament to their credibility and influence.”

Jill Medina, Market Manager for The Media Audit

A study from The Media Audit (TheMediaAudit.com) underscores the power of newspapers in reaching financial optimists — those confident in their financial future — and consumers with the purchasing ability for major expenditures.

According to The Media Audit, 30.2% of U.S. adults identify as financial optimists, and an impressive 33.2% of them read newspapers ... 10% higher than the general market.  Newspaper readers are highly engaged, with heavy newspaper readers (60+ minutes per day) indexing at 115, highlighting newspapers as a premium channel for reaching affluent and optimistic consumers.

“The strength of newspapers in reaching financially optimistic individuals is a testament to their credibility and influence,” said Jill Medina, market manager for The Media Audit. “Consumers who believe in a bright financial future are the ones most likely to invest in high-value items, and newspapers remain a significant  medium for marketers targeting consumer with money to spend.”

Study highlights

Financial optimists are significantly more likely to plan purchases of major high-ticket items. The Media Audit data highlights their purchasing plans:

• Car/Van/Truck/SUV/Crossover in the next 12 months: 33.2% of financial optimists (Index: 141)
• Home purchase in the next two years: 29.3% of financial optimists (Index: 173)
• Major appliance purchase in the next 12 months: 14.0% of financial optimists (Index: 130)
• New furniture purchase in the next 12 months: 22.9% of financial optimists (Index: 153)

“These same categories align strongly with newspaper readership, reinforcing the newspaper's importance in reaching potential buyers of high-value items,” notes Medina. “Take a look at how closely newspapers readers and financial optimists match in these big ticket categories.”

Newspapers and high-index consumer categories

The Media Audit findings indicate:

• Automobile Buyers: Newspaper readers index at 145, making them significantly more likely to be in the market for a vehicle.
• Home Buyers: Readers looking to purchase a home index at 160, demonstrating a strong alignment between newspapers and real estate buyers.
• Appliance Purchasers: Newspapers index at 135 for major appliance buyers, reinforcing their role in reaching consumers making big-ticket home investments.
• Furniture Buyers: With an index of 148, newspaper readers stand out as prime consumers for new furniture and home decor.

The Media Audit data shows the strength of newspapers in reaching  super consumers. With newspapers, advertisers access highly motivated consumers ready to spend on big-ticket items. For businesses targeting financial optimists and big-ticket buyers, newspapers remain a highly effective channel, offering credibility, engagement and a direct path to high-value customers.

About The Media Audit:

For more than 45 years, The Media Audit has been a trusted source for syndicated consumer and audience measurement, delivering in-depth local market insights to media companies, advertisers and agencies. With a focus on consumer behavior, media consumption and purchasing trends, The Media Audit provides actionable intelligence to help businesses refine their marketing strategies.

For more information, visit TheMediaAudit.com.

Media Contact:

Phillip Beswick
832-521-1000
PBeswick@TheMediaAudit.com