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While the bunting may now be firmly packed away, many marketers are nevertheless seeking to exploit the nationwide 'bounce' and bonhomie engendered by the Royal wedding.
With the Queen's Diamond jubilee coming up next year, interest in the Royal Family is likely to remain higher than usual and this is something that could mean big bucks to those able to tap into this Royal zeitgeist. Insight from Kantar Media's Premier TGI study of the most upmarket (social grade AB) individuals in Great Britain reveals who the Royals biggest fans are and how they can best be targeted.
There are almost 6 million adults (aged 20+) in Britain within the AB social grades who believe that the Royal family does a good job for the country, that's 51% of them.
Age is very much the key factor here, with a mere 36% of those aged under 35 in favour of the role played by the Royals, compared to 70% of those aged 65+. Clearly there is a job to be done in endearing the Royal family to the young. Indeed, latest findings from Youth TGI support this. Over a quarter of 11-14 year olds in Britain profess to hate Prince Charles, compared to 22% who admire him. Even the Queen finds herself hated by almost one in five 11-14 year olds.
Getting back to upmarket adults, what makes these Royal supporters different from the average upmarket adult is that they are particularly more likely to be staunchly traditional and conservative in their outlook - no doubt influenced in no small part by their older age bias. For example, they are significantly more likely to believe that women should not work whilst they have young children, that a real man can down several pints in a sitting and that they buy goods produced in their own country when they can.
In terms of reaching these individuals, Premier TGI reveals that sponsorship is a particularly efficient means. Royal supporters are a third more likely than the average upmarket adult to buy from a company who sponsors events. Print media also represents a good match. Not only are they slightly more likely to be amongst the top fifth of AB consumers of newspapers, but they are also almost a quarter more likely to believe that the ads in newspapers often provide useful information. The parts of newspapers they are particularly interested in relative to the average AB adult are cartoons, crosswords and home & garden features.