On Feb. 28, 1983, an estimated 106 million people in the U.S. watched the finale of one of the most beloved shows in television history, M.A.S.H. This made it the most-watched single television broadcast in American history at the time. The iconic military-themed show follows the staff of a Mobile Army Surgical Hospital during the Korean War, using humor to cope with the stresses of combat.
The show also exemplified America’s interest and fascination with the brave men and women who serve our country. From Band of Brothers to The Pacific. From Seal Team to The Unit to J.A.G to the whimsical Hogan’s Heroes, military-themed television shows have been a staple for as long as the medium existed.
The storylines in military-themed shows have run the gamut from shining a light on incredible acts of bravery to humanizing moments of tragic loss. Today, content that centers military service ranges from creators across social media to best-selling video games. They have provided laughter and tears—and brought us closer to the people behind the uniform. Television has had the unique ability to bring the military into our living room, outside of the news, in a way that can change one’s perception of who they are and what they do. And most certainly, they have given us new appreciation of veterans.
There are approximately 16 million veterans in the U.S. They are our neighbors, our friends and our co-workers. But the unique cultures and connection points of veterans and military families are often overlooked when it comes to advertisers. This despite the fact that veterans possess tremendous buying power and are vociferous consumers of televised entertainment.
For example, according to Nielsen Scarborough, veterans are 19% more likely than the national average to subscribe to a live TV streaming service. The data also shows that 65% have viewed broadcast TV in the past week while 66% have viewed cable TV in the past week.
Tidak mengherankan, para veteran juga merupakan konsumen elektronik yang besar untuk memungkinkan konsumsi konten mereka. Data Nielsen menunjukkan bahwa para veteran telah menghabiskan $1,7 miliar untuk membeli televisi dalam 12 bulan terakhir dan lebih dari $2 miliar untuk barang elektronik lainnya. Namun tidak berhenti sampai di situ.
Pengeluaran utama para veteran terkonsentrasi di bidang-bidang yang berkaitan dengan membangun stabilitas jangka panjang - perumahan, perabotan, dan teknologi - yang menggarisbawahi investasi mereka dalam kehidupan sipil.
Pengiklan harus benar-benar memperhatikan. Biro Sensus AS melaporkan bahwa rata-rata pendapatan rumah tangga pada tahun 2024 adalah $83.730, sementara rata-rata pendapatan rumah tangga veteran jauh lebih besar, yaitu $115.139.
Nielsen data further reveals that veterans spent $6.8 billion on purchases made on the internet in the last 12 months. Displaying their handiness around the house, veterans shelled out more than $10.7 billion on all home improvements in the past 12 months, and more than $2.1 billion was spent on furniture purchases.
Yang juga penting dalam penelitian ini, para veteran 22% lebih mungkin untuk bekerja di rumah dan 19% lebih mungkin untuk menjadi pemilik usaha kecil. Kehidupan keluarga mereka yang kuat terlihat jelas, karena mereka 23% lebih mungkin memiliki anjing. Ini berarti bahwa pemasar memiliki kesempatan emas untuk menargetkan kelompok ini dengan produk kantor kecil/kantor rumahan, perangkat lunak bisnis, dan tentu saja, makanan dan layanan hewan peliharaan.
As television ratings can attest, we have collectively been fascinated with the military for generations. But when it comes to veterans, we often overlook marketing to them, despite their tremendous buying power and consumption of content. After all veterans have given, they are a population certainly worth serving.
Pelajari lebih lanjut tentang Nielsen Scarborough, and explore our Laporan Pemirsa yang Beragam available for purchase now.
