DRTV for women age 50+
The DRTV advertising medium is more effective for women age 50+ and older; 44.85% of this age group utilize DRTV advertising medium, and 40% utilize digital advertising medium in the United States.
We began our research by clarifying the context of the request. Based on our research; the request was centered on two types of Ads — DRTV for print subscriptions and digital advertising for print subscriptions. Our research team focuses on providing supporting insight that proves that DRTV is more effective for women age 50+ and older. We scoured Pew Research, Marketing Charts, Nielsen Reports, American Press Institute, Digital Marketing Institute Reports, e.t.c. for information regarding the required data sets. We were unable to find precompiled information that directly proves which medium was more effective. What we found were demographics for DRTV and digital advertising audience.
Next, we broadened the scope of the request by searching for the demographics of DRTV and the demographics of digital advertising for print subscriptions. The result of this strategy was successful; we have used this information to triangulate the requested data point.
However, there is no distinction between the allocations of different genders. We, therefore, turned to another source which stated that women are more likely than men to state that their primary mode of watching television is through cable subscriptions, whereby women are at 63% and men 55%. On the other hand, men are more likely to state that their primary mode of watching is through online streaming (31% vs. 25%).
% of women prefer live TV/Cable: 63%
% of men prefer live/TV Cable: 55%
% of women who responded that they prefer live/cable over men: % of women prefer live TV/cable / (% of women prefer live TV/cable + % of men prefer Live/TV Cable)
% of women who responded that they prefer live/cable over men: (63 / (55+63)) = 53.39%
% of men who responded that they prefer live TV/cable: (55 / (55+63)) = 46.61%
53.39% of those who responded are women, and only 46.61% are men; that is why women most likely use cable subscription compared to men.
% of women over 50 that utilize DRTV advertising medium = (53.39% x 84%) = 44.85%
% of women over 50 that utilize digital advertising medium = (53.39% x 72%) = 40%
DRTV FOR PRINT SUBSCRIPTIONS
- According to Pew Research, 70% of adult age 50-64 uses cable or satellite subscription to watch TV; 84% uses cable or satellite subscription among adults who are over 65 years in the United States. Therefore, adults who are over 50 years primarily use DRTV.
- In the United States, adults age 50-64 years spend over 5 hours per day watching TV. Adult age over 65 spends over 6 hours per day watching TV.
- In the United States, 63% of women are more likely than men to watch TV via cable or satellite subscription.
DIGITAL ADVERTISING FOR PRINT SUBSCRIPTIONS
- According to digital marketing institute, the majority of digital advertising audience is between 18 and 49 years. For example, YouTube has over 75% of Americans that use the platform and these users are between the ages of 18-49; over 90% of Instagram users are under 35 years of age. Therefore, adults who are age over 50 years using digital advertising for print subscription are minimal.
- According to a report published by American Press Institute, 72% of adults who are over 50 years pay more for print advertising than digital advertising; 14% of younger adults age 18-34 pay more for digital advertising.
DRTV FOR PRINT SUBSCRIPTIONS VS DIGITAL ADVERTISING FOR PRINT SUBSCRIPTIONS
- In the United States, 84% of adults’ age over spend more time watching TV while 72% of adults over 50 will pay for print advertising.
- In 2018, the traditional media ad spending was $114.84 billion; TV medium have $80 billion of the market revenue; While digital ad spend was $108.64 billion in 2018.
- Brands looking beyond digital and social media channels utilize DRTV. Away, Peloton, Hims, and UNTUCKit are some startup brands using DRTV advertising medium.
- P&G, AT&T, GEICO and L’Oreal are some top brands utilizing DRTV advertising medium.