Oct 21, 2025
Oct 21, 2025
Oct 21, 2025
Presence
Presence
Presence
You wont see Cartier advertised on TV
You wont see Cartier advertised on TV
You wont see Cartier advertised on TV
Why Luxury Brands Skip TV Advertising: Insights into Consumer Behaviors
Why Luxury Brands Skip TV Advertising: Insights into Consumer Behaviors
Why Luxury Brands Skip TV Advertising: Insights into Consumer Behaviors
Last night, I tuned in to BBC,
As the festive season approaches, TV screens are flooded with advertisements. It occurred to me that all the adverts were catering to the average consumer. This is understandable, as I did not see one advert that catered to ultra-high-net-worth families.
From cosy family scenes showcasing chocolates to aspirational imagery of high-street fashion to perfume brands, most brands use this time to capture the attention of the broader audience.
When I noticed an absence of advertisements catering to the ultra-high net worth (UHNW), It revealed our behaviours and buying patterns.
The Behavioral Insights: TV as a Medium for Aspiration
1. TV Ads Target Explorers, Not Connoisseurs
TV is a source of inspiration, aspiration and discovery for the average consumer.
People tune in, consciously or subconsciously, to the products or services displayed, which they associate with or look for that can elevate their lives or fulfil unmet desires.
By contrast, the UHNW audience often knows exactly what they want. Their buying decisions are driven by loyalty to trusted brands, bespoke relationships, and exclusivity rather than mass marketing.
They don't look to television for guidance—they rely on personal recommendations, private showings, or direct experiences.
2. Habit Formation vs. Exploration
Affluent individuals' behaviour patterns often lean toward established routines and habits. They seldom deviate once they find a product or service that meets their standards. This is why luxury car brands, fine jewellery, or exclusive travel experiences don't need a TV ad to remind their clientele of their existence.
The average consumer, however, is in a constant state of exploration. They are open to trying new things, switching between brands, and being influenced by visually captivating ads.
3. Emotional Triggers Differ by Audience
TV ads for the broader audience often focus on emotional storytelling—family gatherings, gift-giving moments, and the joy of indulgence.
These narratives resonate with viewers seeking relatable experiences.
The UHNW audience also values emotions, but they prioritize exclusivity, rarity, and craftsmanship—messages better communicated through personal touchpoints, private events, or luxury magazines.
Last night, I tuned in to BBC,
As the festive season approaches, TV screens are flooded with advertisements. It occurred to me that all the adverts were catering to the average consumer. This is understandable, as I did not see one advert that catered to ultra-high-net-worth families.
From cosy family scenes showcasing chocolates to aspirational imagery of high-street fashion to perfume brands, most brands use this time to capture the attention of the broader audience.
When I noticed an absence of advertisements catering to the ultra-high net worth (UHNW), It revealed our behaviours and buying patterns.
The Behavioral Insights: TV as a Medium for Aspiration
1. TV Ads Target Explorers, Not Connoisseurs
TV is a source of inspiration, aspiration and discovery for the average consumer.
People tune in, consciously or subconsciously, to the products or services displayed, which they associate with or look for that can elevate their lives or fulfil unmet desires.
By contrast, the UHNW audience often knows exactly what they want. Their buying decisions are driven by loyalty to trusted brands, bespoke relationships, and exclusivity rather than mass marketing.
They don't look to television for guidance—they rely on personal recommendations, private showings, or direct experiences.
2. Habit Formation vs. Exploration
Affluent individuals' behaviour patterns often lean toward established routines and habits. They seldom deviate once they find a product or service that meets their standards. This is why luxury car brands, fine jewellery, or exclusive travel experiences don't need a TV ad to remind their clientele of their existence.
The average consumer, however, is in a constant state of exploration. They are open to trying new things, switching between brands, and being influenced by visually captivating ads.
3. Emotional Triggers Differ by Audience
TV ads for the broader audience often focus on emotional storytelling—family gatherings, gift-giving moments, and the joy of indulgence.
These narratives resonate with viewers seeking relatable experiences.
The UHNW audience also values emotions, but they prioritize exclusivity, rarity, and craftsmanship—messages better communicated through personal touchpoints, private events, or luxury magazines.
Last night, I tuned in to BBC,
As the festive season approaches, TV screens are flooded with advertisements. It occurred to me that all the adverts were catering to the average consumer. This is understandable, as I did not see one advert that catered to ultra-high-net-worth families.
From cosy family scenes showcasing chocolates to aspirational imagery of high-street fashion to perfume brands, most brands use this time to capture the attention of the broader audience.
When I noticed an absence of advertisements catering to the ultra-high net worth (UHNW), It revealed our behaviours and buying patterns.
The Behavioral Insights: TV as a Medium for Aspiration
1. TV Ads Target Explorers, Not Connoisseurs
TV is a source of inspiration, aspiration and discovery for the average consumer.
People tune in, consciously or subconsciously, to the products or services displayed, which they associate with or look for that can elevate their lives or fulfil unmet desires.
By contrast, the UHNW audience often knows exactly what they want. Their buying decisions are driven by loyalty to trusted brands, bespoke relationships, and exclusivity rather than mass marketing.
They don't look to television for guidance—they rely on personal recommendations, private showings, or direct experiences.
2. Habit Formation vs. Exploration
Affluent individuals' behaviour patterns often lean toward established routines and habits. They seldom deviate once they find a product or service that meets their standards. This is why luxury car brands, fine jewellery, or exclusive travel experiences don't need a TV ad to remind their clientele of their existence.
The average consumer, however, is in a constant state of exploration. They are open to trying new things, switching between brands, and being influenced by visually captivating ads.
3. Emotional Triggers Differ by Audience
TV ads for the broader audience often focus on emotional storytelling—family gatherings, gift-giving moments, and the joy of indulgence.
These narratives resonate with viewers seeking relatable experiences.
The UHNW audience also values emotions, but they prioritize exclusivity, rarity, and craftsmanship—messages better communicated through personal touchpoints, private events, or luxury magazines.