Influentials Presentation
Who are Influentials?
Influentials is a compelling new study of Evening Standard readers.
Why use the Evening Standard?
We have already been out to the market, letting you know the changes, developments and investments into our brand. The redesign of the paper, the launch of our digital platforms, the new Eros card, our vendor pitches and of course the investment into understanding our audience.
This presentation outlines the consumer insights that helped us to connect our business to our consumers, and at the same time, help you to understand how best you can leverage this relationship for your own brands.
Our Brand Health
In terms of our brand health, out ABC figures have risen and they are being followed by our readership.
Within the London ITV region, we have not lost any of our 35-44 readership. Unsurprisingly, the frees have their strongest franchise in the under 35 age group, whereas 35-44s are the Evening Standard’s ‘core’ audience. This group is 26%* of the reader profile and delivers 166,000 readers, more than the London Paper and the quality titles. This age group is worth much more than the other age groups - they spend the most, work the hardest and are the most difficult to reach.
This important age group:
- Are light commercial TV viewers
- They spend more on cars and holidays
- They prefer premium goods and services
- They have a higher average spend on credit cards
- They work full-time and have higher disposable incomes
We have defined our audience as Influentials. There are 1.6 million Influentials. These are Urban Prosperity individuals who engage with the Evening Standard.
Quality as standard
We know that they value quality and ultimately want to associate themselves with it - where they live, where they work, what they do, how much they earn, what they wear or what they drive - this perception of quality will feature in some form in their lives.
* base: London ITV
This presentation looks at Influentials notions of quality and breaks this down into the following segments:
Consumer consumption - This is highlighted in the way that they act as consumers, their relationship with brands and their affinity to brands which exhibit quality attributes and satisfy their quality credentials.
Decision Making - They are informed and they have a high level of information available to them. They also have a quality of approach to their decision making and they are constantly appraising and reappraising the quality credentials of each brand to ensure it fits into their lives.
Influence - They are not just influential, they have a quality of influence. They are established professionals and they have gained experience. They are respected and so are their opinions. They are powerful brand advocates.
Lifestyle - They lead quality lifestyles, they live in quality areas, in quality housing, have quality professions and they have established careers that they excel in.
Relationship with London - They have a deep and rooted relationship in London. They have chosen the capital and have lived here for most of their lives. It is their chosen home, it satisfies their front of pack mentality, it offers them the choice and breadth of professional, social, cultural and financial opportunities they demand.
Engagement - This section looks at their demands on media, the quality of their engagement with media and specifically with the Evening Standard.
Response - It isn’t only that they respond, it’s the quality of their response and what that means for brands.
Click here for bite-sized category information from the presentation
To arrange a meeting with one of our representatives to take you through the presentation in its entirety please call 020 7938 7421.
For the chance to win £200k of media click here
