In a post by TVWatch's Wayne Friedman today, CBS's Les Moonves wants TV marketers to stop pestering him about upscale young adults aged 18-34 making >$75,000 annually. Les says "There are no upscale 18- to 34-year-olds — except my children." Of course, you could chalk that up to rationalization [We don't get that demo, because they don't exist! Next question!], but in this case, we have data that can shed some light on Moonves' claim.
The Bureau of Labor Statistics doesn't tabulate data that exactly matches, but using what's available there are:
- 4.74 million people between 18-25 in households with annual expenditures above $40,000.
- 11.86 million people between 25-34 in households with annual expenditures above $70,000.
However, if Les' kids are counted in his household, they're not in those groups (and I can't quite figure out how to tease those numbers from the BLS data). I'd guess there may be a significant group of 18-34 year olds that are part of their parent's households where there is significant family income. I'll keep looking for that data.