While it may be true that fewer people use media in the late night hours, those who do can be a lucrative — and inexpensive — audience for advertisers, finds The Media Audit. The key is knowing who they are and what they want to buy.
Online: Nearly a quarter of Americans (24%) are online between midnight and 8:00 a.m. They are more likely than average to have incomes of $150,000 or more (37.9%). They are also more likely than average to have recommended a bank or stockbroker in the prior year (42.5%). Those who are online between midnight and 8:00 a.m. are 59% more likely than average to be frequent domestic travelers and 29% more likely than average to frequently stay in hotels. Frequent travel is defined as those who take six or more domestic flights in a year and frequent hotel visitors are defined as those who stay in a hotel 10 or more times in a year.
Television: Late night TV viewers are 47% more likely than average to be heavy fast food consumers, visiting fast food restaurants five or more times a week. Those who watch their late local news are 28% more likely than average to be heavy fast food consumers.
Radio: Those who listen to radio between midnight and 5:00 a.m. are 40% more likely than average to be in the market to buy a car. While “drive time” may yield more listeners, late night radio has a higher proportion of listeners who are in the market to buy.
Source: “National Study,” The Media Audit, Robert Jordan, President, 10333 Richmond Ave., #200, Houston, TX 77042; 800-324-9921; rjordan@themediaaudit.com; www.themediaaudit.com. Price: Call for information.
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