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You are what you watch, survey finds

Creative people are 41 percent more likely to watch "Mad Men" than non creative people, according to a survey published in trade publication Advertising Age.
/ Source: Hollywood Reporter

Creative people are 41 percent more likely to watch "Mad Men" than non creative people, according to a survey published in trade publication Advertising Age.

Fans of the 1960s-set advertising drama are also 124 percent more likely to be liberal. Those who tune into "Family Guy" are 61 percent more likely to break rules; 50 percent are more likely to be risk takers.

The survey was conducted by psychographic ad targeter Mindset Media, which also found:

- If you watch "Dancing With the Stars," you're more likely to play it safe, though, with 21 percent more likely to be traditionalists who respect authority and have their feet firmly grounded.

- Less creative people tend to tune into "Biggest Loser," according to the study, but pragmatic people who work with what they've been given are 20 percent more likely to watch.

- Open people who believe that imagination and intellectual pursuits equal a happy life are 24 percent more likely to watch Fox's "Glee." Creative people are also 17 percent more likely to tune in.

- Alpha dogs prefer "The Office." Some 47 percent of its audience think they're superior to others.

- "Real Housewives of Orange County" fans are "very advertising friendly" — leaders are 25 percent more likely to watch, and pugnacious people who are unafraid to tell others what they think are 33 percent more likely to tune in. Brands that resonate? Botox.