Fox TV's prime time delivers more upscale viewers than any other network in the coveted 18-34 demos, says a new study by Magna Global, a division of Interpublic Group of Cos. According to the "Upscale Television Report," Fox and the WB tied this past year (from October 2002 to May 2003) to beat NBC for viewers with incomes $75,000 plus among adults 18-34. Both networks capture 8% of their 18-34 audience, while NBC attracted 7%. "We are not saying that the percentage of the 18-34 audience is the most upscale," says Steve Sternberg, senior VP-audience analysis. "We are saying ... Fox is more upscale among adults 18-34 as a percentage of its total audience."
"Part of `Joe Millionaire's' success in this demo is that it got so many adults 18-34 than other programs," Sternberg says, "so it naturally brought along a lot of upscale viewers in that group."
The WB scored with "Dawson's Creek," the most upscale program among adults 18-34. However, "Dawson's" ranked 19th among adults 18-49 and 61st among adults 25-54. "As Fox has gotten more competitive in 18-34 and 18-49, they've also gotten more upscale," Sternberg says. However, he notes that the study did not track the more downscale demos. `"Joe Millionaire' probably had more adults 18-34 making less than $50,000."