The Market

Does your postwar co-op match your Glee habit?

By A. Ready  | November 4, 2010 - 8:50AM
Where you choose to live arguably reveals something about your personality: Remaining in a rent-stabilized apartment in StuyTown long after you can afford to buy might indicate that you appreciate a good bargain (or are just cheap).  Exchanging the charm and prestige of a pre-war building for a post-war white brick stalag could mean that you're just not that concerned with appearances. And requiring not only a super and a doorman but porters and a concierge might be seen as markers of an overblown sense of entitlement.
Now, it appears that what you do inside your apartment--specifically, which television shows you watch--are also personality indicators. According a psychographic ad targeter featured in Ad Age here's what some popular shows say about you--and the products you're likely to buy:
  • The Office appeals to the "alpha dogs" with oversized egos and superiority complexes, who would be receptive to advertising from Starbucks and the BMW (Series 3, please).
  • Those who enjoy The Biggest Loser are pragmatic and tend to lack creativity. They "live in the present and work with what they have been given." Bud Light and Cadillac GTS commercials go over well with this crowd.
  • Perhaps unsurprisingly, fans of The Family Guy aren't fond of "authority ... and usually won't hesitate to make their feeling known with anger or sarcasm." Risk takers also enjoy the show. Pay attention, Harley Davidson.
  • "Pugnacious" types like Real Housewives of Orange County. "Brands that resonate with them are Botox and Apple."
  • "Gleeks," as viewers of the show Glee are referred to, are "experientialists," who "go out in search of unique and varied experiences." They'd be interested in hearing about Evian and the Volkswagen Jetta.
  • Despite the glam aspects of the show, those who watch Dancing With The Stars are traditionalists, "respect[ing] authority and hav[ing] their feet firmly on the ground. "Advertisers who would appeal to these solid citizens are Kraft and Chrysler Town & Country."
Brick Underground articles occasionally include the expertise of, or information about, advertising partners when relevant to the story. We will never promote an advertiser's product without making the relationship clear to our readers.