ANALYSIS: MEDIA TRACK - How do the rich like their media? VIPer strikes at the heart of the ABs

Britain’s affluent and influential have been put under the marketers’ spotlight in a new collaborative market research survey called VIPer - Very Important People exclusive research.

Britain’s affluent and influential have been put under the

marketers’ spotlight in a new collaborative market research survey

called VIPer - Very Important People exclusive research.



ABs account for 21 per cent of the population but 36 per cent of the

nation’s total household income, at pounds 50,000 or more per home. They

are highly educated, with 60 per cent holding a degree or higher

qualification, and they are on the increase: the number of ABs has grown

by 7 per cent since 1994 to ten million.



Glossy consumer magazine publishers, whose titles are key vehicles for

up-market advertising, will be particularly interested in the

survey.



Conde Nast, whose portfolio includes Vogue and Tatler magazines, is part

of the VIPer consortium. Stephen Quinn, publishing editor of Vogue says

that the As ’single-handedly drive consumer spending on luxury consumer

products’. Almost a quarter of Vogue’s readership comes from ABs aged

25-54 (the target group of the VI Per survey) and the magazine reaches

5.3 per cent of the population in this category. Tatler’s readership

profile is even more up-market, with 34.2 per cent in the AB

category.



The Radio Times reaches the greatest number of ABs aged 25-54, at

734,000.



This is a coverage of 12.3 per cent of the total group, and represents

18.9 per cent of the Radio Times’ total readership. Elsewhere in the

consumer magazines sector, NatMags’ Good Housekeeping, Cosmopolitan and

Country Living are all in the top 20 titles by AB readership. Good

Housekeeping reaches 8.8 per cent of this group each month according to

the July ’98-June ’99 NRS survey.



In the men’s consumer magazine market, EMAP’s FHM reaches the most ABs,

443,000 or 7.5 per cent, but it is NatMags’ Esquire that has the highest

AB readership profile, with a 29.1 per cent AB readership. Conde Nast’s

GQ also has an up-market audience, with a 27.1 per cent AB profile.





MediaTel’s database is available at www.mediatel.co.uk. For more

information contact 0207-439 7575 or e-mail info@mediatel.co.uk.



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