Admeira: Media planning via purchasing power analysis
Thanks to the shopping basket study, media planning based on purchasing power is now possible for the first time in Switzerland. The study shows why the target group of "best agers" (50-74 years old) is particularly important for advertisers and how best to reach them.
Last September, the market research institute GfK Switzerland conducted the so-called shopping basket study on behalf of Admeira. In order to map the economic relevance of media target groups in German- and French-speaking Switzerland, the study combines two golden standards: the household expenditure of the basket of goods from the Federal Statistical Office (BfS Household Budget Survey) and TV data from Mediapulse. Results of this study, which is unique in Switzerland, are now available for the first time.
"Best Agers" of particular importance
The target group of "best agers" (50-74 years old) is proving to be of particular importance for advertisers. They have high purchasing power and great relevance for consumption. It can therefore be promising to take them into account in media planning, instead of running the risk of unrealized scatter gains with too narrow targeting.
The "Best Agers" influence just under half (46%) of the total shopping basket volume* of the 13 BfS shopping baskets studied in German- and French-speaking Switzerland - they therefore spend above average overall - an enormous potential compared to other target groups. The young target group (15-29 years) performs significantly worse with only 14%, while the target group 20-49 years (household conventional) represents 40% of the population but influences only 18% of the basket spending.
The proportion of "best agers" is growing steadily with demographic change and today already accounts for 31% of the total population (2.7 million inhabitants:in). This group is very open to new developments, lives an individualized lifestyle with high wealth and spends a lot of money.
Highest weekly expenditure per person
In most baskets of goods, "Best Agers" have the highest weekly spending per person: In the total of the 13 baskets of goods examined, they spend 20% more money per person than the representatives of the basic target group 15-74 and more than twice as much as the average representatives of the young target group 15-29. In everyday household spending (food, cosmetics, clothing, but also furniture and package tours) and in the automotive sector, "Best Agers" are clearly ahead in terms of spending volume.
High-quality TV environments are the best way to reach "best agers. In German-speaking Switzerland, the greatest shopping cart potential for this target group - 83% - is reached on SRF 1, which is +41% more than on RTL. In French-speaking Switzerland, 87% of the "Best Ager" shopping cart potential is reached on RTS 1. RTS 2 and TF1 also prove to be the best choice.
Overall, the Admeira shopping basket study shows that it is important for successful media planning to take into account the economic advertising relevance of the target groups, especially for the 50+ media target group newly offered by Admeira with a performance guarantee.
*Cart volume = average weekly reach (number of people) of a media target group x average weekly spend, influenced by one person.
The publication "Purchasing Power-Oriented Media Planning," which provides insights for advertisers, introduces Admeira available for download free of charge.
