Historically, TV advertisers desire upscale viewers for a number of reasons. They usually buy high-priced consumer products, and they are hard-to-get TV viewers.
In this exclusive demo, Fox’s “Glee” has been one of the season’s high points. The show easily had a top rating of 8.5 among 18-49 viewers making $100,000 or more.
Click through to the rest of Wayne Friedman’s piece to see upscale viewer ratings for lots of other shows.
Although viewer income demographics are certainly interesting to advertisers, in our experience it may influence renewal or cancellation decisions only in borderline cases, and that the absolute demo ratings relative to network peers are typically the deciding factor.