Several Lower-Rated Broadcast Series Have Higher-Income Viewers
Advertisers have to like ABC’s Modern Family. The popular Emmy winner is, season to date, the regularly scheduled broadcast primetime series whose audience boasts the highest median income, at $78,600.
The median income audience list, offers up lots of surprises, along with suggesting at least one reason why some very low-rated series might be being kept on the air by their networks, and why advertisers spread the wealth among them.
Right behind Modern Family in second and third place among the series with the highest median income audiences are Fox sitcoms New Girl at $74,100 and The Mindy Project at $71,300. Modern Family is averaging 10.4 million viewers and a 3.7 18-49 demo rating, New Girl is averaging 3.7 million viewers and a 1.9 demo rating, while Mindy is averaging 2.8 million viewers and a 1.4. The two lower-rated Fox sitcoms can be attractive options for marketers that want to reach upscale consumers.
Other primetime broadcast series with a mix of paltry ratings and high median income audiences are NBC’s Parks and Recreation and Parenthoodand Fox’s Glee and Brooklyn Nine-Nine. Those series (with the exception ofParenthood) have higher median income audiences than the NBC freshman hit The Blacklist, which is averaging 11 million viewers and a 3.1 18-49 demo rating, while ranking seventh on the list.
Parks and Recreation, which is averaging 3.1 million viewers and a 1.2 18-49 rating, is fifth-highest on the list, with a median age income audience of $67,800. Glee, which is averaging 4.4 million viewers and a 1.6 demo rating, is sixth with a median age income of $67,700. Brooklyn Nine-Nine, averaging 3.6 million viewers and a 1.5 in the demo, is seventh with an audience income of $67,200. Parenthood, averaging 4 million viewers and a 1.3 demo rating, is 10th with an audience income of $66,300.
Also making the top 10: CBS’ How I Met Your Mother, ranking fourth, with a median audience income of $69,500, and ABC’s freshman sitcom Super Fun Night, with a median income of $66,800, placing it ninth.
Source: Media Buyer & Planner Today, December 2013
Tango Media Management