Issue No. 37: The World’s Most Valuable Brands

LAST WORD: AN APOLITICAL LOOK AT DEMOGRAPHIC DATA

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As the general election heats up, so will digital marketing spend. Every four years, brands tune into political campaign seasonal data to reengage brand loyalists or to harvest new brand ambassadors. With the data available to brands and media outlets, we will see a summer ’16 spike in targeting based upon our location, political affiliation, and our estimated median household income.

Here is a look at home the median household income stacks up by candidate and how terms like: working class, middle class, and upwardly mobile are being redefined by political affiliations.

via FiveThirtyEight

But the definition of “working class” and similar terms is fuzzy, and narratives like these risk obscuring an important and perhaps counterintuitive fact about Trump’s voters: As compared with most Americans, Trump’s voters are better off. The median household income of a Trump voter so far in the primaries is about $72,000, based on estimates derived from exit polls and Census Bureau data. That’s lower than the $91,000 median for Kasich voters. But it’s well above the national median household income of about $56,000. It’s also higher than the median income for Hillary Clinton and Bernie Sanders supporters, which is around $61,000 for both.

Several party apolitical inferences can be considered here. I’d love to hear your thoughts by tweeting them to @2pmlinks.

See more of the issue here.

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