Modern Mid Britons are an opinionated group who like to spend and recommend, the research claims.
They embrace technology and own the majority of MP3s, GPS systems, and Sky+ subscriptions. Some 61% of Mail readers fall into this category, equal to 6.4 million readers, according to figures from TGI.
The research suggests that 47% of the population falls into the category, which represents "wealthy executives", "affluent greys", "flourishing families", "secure families" and "settled suburbia".
An advertising campaign aimed at achieving 81% coverage of Modern Mid Britons through TV alone might cost £1.8m, according to research by Starcom MediaVest and the Newspaper Marketing Agency covering July 2005 to June 2006. The same coverage, it is claimed, can be achieved for only £1.3m by using Mail brands together with TV, or 16% more coverage for the same investment.
Dominic Williams, press director at Carat, said: "It was refreshing to see research that was not just about digital, but took a really thorough look at the audience. It was interesting to see how press can work with TV, especially when traditional market spends are down."
The work was conducted by the Group Marketing Services division of Associated Newspapers, in association with research firm Gutsy.
THE MODERN MID BRITAIN
- Modern Mid Britons make up 57% of M&S customers
- 72% agree it is important not to judge how others live their lives
- 88% agree it is important to be well informed
- 64% agree it is important that all companies act ethically
- They represent 51% of all customer spend.
_1.jpg)
.jpg)
