Advertising teams at Channel 4, Classic FM, More Group and a host
of other media owners have a powerful new selling tool with the launch
last week of research on ’VIPers’, the much sought-after AB
The Consortium - six media owners, together with the agency Mediapolis -
has funded an in-depth study to pin down this high-spending,
early-adopting but elusive demographic group.
Owners now have seven distinct AB subsections to target - a boon in the
age of fragmenting media.
They include Social Chameleon (Johnny Vaughan), Bright Young Thing
(Karen Brady) and Successful and Proud (Michael Grade).
The Consortium asked 1,000 AB 25- to 54-year-olds, who have a collective
household income of pounds 44.5 billion, about everything from their
viewing habits and internet usage to leisure pursuits and career
Sean Kelleher, commercial marketing manager of Channel 4, said the
research will be used as an ’added-value service’ for clients. Ad teams
can also tailor it for pitching ideas to media agencies.
VIPer will not be available to other media owners.
The Consortium is working on the second wave of research, which will
include questions on sponsorship and digital TV. The results will be
released in the new year.