Masterchef has the most optimistic viewers, suggests research

Tim Burrowes

March 22, 2012 1:32

Advertisers looking to reach consumers who are feeling confident in their financial outlook should focus their TV advertising on Masterchef, data released by Roy Morgan Research suggests.

RMR conducted the research by building a profile of consumer confidence based on who answered the most positively five questions related to their optimism about the economy and their own circumstances. The information would be potentially useful to advertisers looking to understand who might be most minded to spend.

According to RMR, 1.753m Australians who were either confident or very confident in their outlook watched Masterchef last year.

This was followed by Seven News with 1.337m confident viewers, and Seven’s Downton Abbey with 1.241m confident viewers. No Nine shows made the top ten.

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Tim Burrowes

I write about the world's media and marketing industry from an Australian perspective Australian lens. I've worked in the UK, Middle East, Asia & Australia. I founded Mumbrella, which we sold in 2017.