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 への The Pacific. From Seal Team への The Unit への 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.
当然のことながら、退役軍人はコンテンツ消費を可能にする電子機器の大口消費者でもある。ニールセンのデータによると、退役軍人は過去12ヶ月間にテレビに17億ドル、その他の家電製品に20億ドル以上を費やしている。しかし、それだけにとどまらない。
退役軍人の主な支出は、長期的な安定の確立に関連する分野（住宅、家具、技術）に集中しており、民間生活への投資を物語っている。
広告主は絶対に注目すべきだ。結局のところ、米国国勢調査局によれば、2024年の世帯所得の中央値は83,730ドルであるのに対し、退役軍人の平均世帯所得は115,139ドルとかなり高い。
ニールセン 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.
また、この調査で注目すべきは、退役軍人は自宅で仕事をする確率が22％高く、中小企業の経営者である確率が19％高いことだ。また、犬を飼っている確率が23％高いことからも、彼らの家庭生活の充実ぶりがうかがえる。つまり、マーケティング担当者は、小規模オフィス／ホームオフィス製品、ビジネス・ソフトウェア、そして当然のことながらペットフードやサービスで、このグループをターゲットにする絶好の機会があるということだ。
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.
さらに詳しくニールセンについて Nielsen Scarborough, and explore our 多様な聴衆のレポート available for purchase now.
