You are what you watch, says new data published by Ad Age. And if you watch Real Housewives of Orange County, you're probably "very advertiser friendly" (read: a sucker), "pugnacious" and you likely won't step foot into a Buick Lucerne. Brands and products that might resonate with you include Apple, Nike, Crest Whitestrips and--surprise--Botox.
Mindset Media, a psychographic ad targeter (huh?), analyzed self-reported data from about 25,000 viewers of more than 70 television shows. It detailed the common personality traits each show is more likely to attract, and offered a sample of advertisers that might appeal, or not appeal, to people with those traits. The data is meant to help marketers match brands with TV audiences.
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"[Mindset Media] described this as a "very advertiser friendly" show, and while one could see the potential for certain glam brands, the kind of personality the viewers of the show is pugnacious. Pugnacious people are 33% more likely to watch the show. These "antagonists" are unafraid to tell others what they think and value honesty over keeping the peace. Brands that resonate with them are Botox and Apple, while those that don't include Buick Lucerne and Honda Odyssey. Leaders are another type of personality that gravitate to this show. Leaders are 25% more likely to watch. They are willing to take charge, of course, with a plethora of ideas and strong vision, and they deal with others inclusively, but decisively. Leaders prefer brands such as Nike and Crest Whitestrips, Maxwell House and Hyndai Accent not so much."
Comparatively, if you like Mad Med, you're more likely to be liberal and creative. If you're an Office fan, you probably think you're superior to others.
Offended yet? Don't worry, it's just a study on statistical group tendencies. "It is not saying that every individual watcher of Glee is open-minded and longs to buy a Volkswagen," the report says.