Is Advertising a “Tax on the Poor”?
Lucky for us, Antenna crunched the numbers for several streaming services that offer both ad-supported and premium ad-free options, including Discovery+, HBO Max, Hulu, Paramount+ and Peacock. The data isn’t exhaustive, and it’s US-only. But their findings were compelling.
From how they see it, there are no significant demographic differences between premium ad-free subscribers and ad-supported ones. Not age, not ethnicity, and not income.
Do Heavy Buyers Stay Heavy?
The TL;DR: not so much.
In a classic study,The NPD Group measured the purchase frequencies of 2,261 consumers across 27 brands in both CPG and non-cpg categories. Then they came back a year later to see how much folks were stll buying.
What Your Media Says About Your Brand
But what about entire swaths of media? If you advertise on TV, does that signal something that advertising on social media doesn't?
Cognitive illusions
Here’s one reason brand science is hard: shoppers at times are totally logical and utterly irrational. Take “cham” prices.