There is new research that advertisers are using to make buying decisions that links personality traits to our television viewing habits. According to psychographic ad targeter Mindset Media, the TV shows you watch give marketers key insights into your personality. For example, very modest people are more likely to watch the blue-collar hero show Deadliest Catch while altruistic people tend to prefer cooking shows on The Food Network and reality shows with happy endings like The Bachelor.
The study show that people who watch Dancing With The Stars are pretty boring. Traditionalists who respect authority and who are generally grounded are 21% more likely to watch “DWTS”. Advertisers who want to appeal to these solid citizens include Kraft and Chrysler Town & Country, while Kashi and Toyota Prius have a much harder sell. “Dancing” fans also tend to be compliant. Mindset call these people the “get-alongs” and they are 16% more likely to watch “DWTS”. These personalities tend to defer to others and are quick to smooth ruffled feathers in an argument. Brands that connect with them include Fiber One and Buick Regal, while those that wouldn’t be as interesting include Mountain Dew and Chevy Silverado.
If you are a fan of Glee you tend to be very open. So-called experientialists are 24% more likely to watch Glee, and in fact, some of their characteristics track with Glee personas themselves. Gleeks are open people who believe that imagination and intellectual pursuits contribute to a good life, and go out in search of unique and varied experiences. They are in touch with their own feelings and may even feel happiness or sadness more intensely than others. Brands that connect with them included Evian and Volkswagen Jetta, while Quaker cereals and Chevy Silverado hold little appeal. Creative people are also 17% more likely to watch Glee than less creative people.
Like Michael on the show, viewers of The Office think they are superior to others. In fact, folks who consider themselves superior to others are 47% more likely to watch this show. These alpha dogs believe they are extraordinary and happily brag about their accomplishments. They also prefer to be in charge, directing others rather than being directed. Brands that would be a good fit for this show included Starbucks, BMW Series 3, while McDonald’s and Lincoln Town Car would not fit so well. Experientialists (like Gleeks) are also more likely to watch The Office by 44% over the average. They are the types that seek out new experiences as a way of living life more fully. Brands that appeal to them include V8 and VW Beetle, while Doritos and Dodge Caravan hold less of an attraction.
People with personalities that fall low on the creative scale tend to watch The Biggest Loser. Realists are 20% more likely to watch. They are pragmatic people who live in the present and work with what they have been given. They are emotionally stable and less prone to highs-and-lows drama. Advertisers that would be a good fit include Bud Light and Cadillac CTS. Newman’s Own and Nissan Leaf are brands that this group would be less likely to buy. Less open people, the traditionalists that also gravitate to Dancing With The Stars, are 24% more likely to watch The Biggest Loser. These tried-and-true types prefer brands like Velveeta and Honda Odyssey, while Cascadian Farm Organics and Honda Civic aren’t their cup of tea.
Viewer of the Real Housewives of Orange Country are described as “very advertiser friendly.” Pugnacious people are 33% more likely to watch this show. These “antagonists” are unafraid to tell others what they think and value honesty over keeping the peace. Brands that resonate with them are Botox and Apple, while those that don’t include Buick Lucerne and Honda Odyssey. Leaders are another type of personality that gravitate to this show. Leaders are 25% more likely to watch. They are willing to take charge, of course, with a plethora of ideas and strong vision, and they deal with others inclusively, but decisively. Leaders prefer brands such as Nike and Crest Whitestrips, Maxwell House and Hyndai Accent not so much.
If you watch Mad Men, you are 124% more likely to be liberal. Social liberals, as defined by Mindset, disdain moral authority and believe children should be exposed to moral dilemmas and allowed to draw their own conclusions. These people prefer brands such as Blue Moon and American Express, while they would likely not be interested in Campbell’s soup or a Cadillac Escalade.
The off-color cartoon comedy Family Guy draws an audience of rule breakers or rebels who are 61% more likely to watch the show. Rebels don’t like authority, rules or structure they deem unfair, and usually won’t hesitat to make their feelings known with anger or sarcasm. Brands that appeal to rule breakers are DiGiorno and Ford F150. Risk takers are also 50% more likely to watch Family Guy. They are open to new challenges but they also tend to be accepting of others and easy to get along with. Advertisers that appeal to risk takers are Totino’s and Harley-Davidson. Those that would make less of an impress are Dannon Light & Fit and Volvo C70