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.
당연히 재향군인들은 콘텐츠 소비를 위해 전자제품을 많이 소비합니다. 닐슨 데이터에 따르면 퇴역 군인들은 지난 12개월 동안 텔레비전에 17억 달러, 기타 가전제품에 20억 달러 이상을 지출한 것으로 나타났습니다. 하지만 여기서 멈추지 않습니다.
재향군인의 주요 지출은 주택, 가구, 기술 등 장기적인 안정과 관련된 분야에 집중되어 있어 민간인으로서의 삶에 대한 투자를 강조합니다.
광고주는 반드시 주목해야 합니다. 미국 인구조사국에 따르면 2024년 중간 가구 소득은 83,730달러인 반면 재향군인 가구의 평균 소득은 115,139달러로 훨씬 더 높습니다.
닐슨 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.
이 연구에서 주목할 만한 점은 퇴역 군인이 재택근무를 할 확률이 22%, 중소기업 소유주일 확률이 19% 더 높다는 것입니다. 반려견을 키울 확률이 23% 더 높은 것으로 보아 가정생활에 충실하다는 것을 알 수 있습니다. 이는 마케터들이 소규모 사무실/홈 오피스 제품, 비즈니스 소프트웨어, 반려동물 사료 및 서비스로 이 그룹을 공략할 수 있는 절호의 기회가 있다는 것을 의미합니다.
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.
자세히 알아보기 Nielsen Scarborough, and explore our Diverse Audience Reports available for purchase now.
