On Feb. 28, 1983, an estimated 106 million people in the U.S. watched the finale of one of the most beloved shows in television history, M.A.S.H. This made it the most-watched single television broadcast in American history at the time. The iconic military-themed show follows the staff of a Mobile Army Surgical Hospital during the Korean War, using humor to cope with the stresses of combat.
The show also exemplified America’s interest and fascination with the brave men and women who serve our country. From Band of Brothers to The Pacific. From Seal Team to The Unit to J.A.G to the whimsical Hogan’s Heroes, military-themed television shows have been a staple for as long as the medium existed.
The storylines in military-themed shows have run the gamut from shining a light on incredible acts of bravery to humanizing moments of tragic loss. Today, content that centers military service ranges from creators across social media to best-selling video games. They have provided laughter and tears—and brought us closer to the people behind the uniform. Television has had the unique ability to bring the military into our living room, outside of the news, in a way that can change one’s perception of who they are and what they do. And most certainly, they have given us new appreciation of veterans.
There are approximately 16 million veterans in the U.S. They are our neighbors, our friends and our co-workers. But the unique cultures and connection points of veterans and military families are often overlooked when it comes to advertisers. This despite the fact that veterans possess tremendous buying power and are vociferous consumers of televised entertainment.
For example, according to Nielsen Scarborough, veterans are 19% more likely than the national average to subscribe to a live TV streaming service. The data also shows that 65% have viewed broadcast TV in the past week while 66% have viewed cable TV in the past week.
Not surprisingly, veterans are also big consumers of electronics to enable their consumption of content. Nielsen data shows veterans have spent $1.7 billion on televisions in the past 12 months and more than $2 billion on other consumer electronics. But it doesn’t stop there.
Veterans’ major spending is concentrated in areas related to establishing long-term stability—housing, furnishing and technology—underscoring their investment in their civilian lives.
Advertisers should absolutely take note. After all, the U.S. Census Bureau reported the median household income in 2024 was $83,730 while the average veteran household income is considerably more at $115,139.
Nielsen data further reveals that veterans spent $6.8 billion on purchases made on the internet in the last 12 months. Displaying their handiness around the house, veterans shelled out more than $10.7 billion on all home improvements in the past 12 months, and more than $2.1 billion was spent on furniture purchases.
Also of note in the study, veterans are 22% more likely to work at home and 19% more likely to be a small business owner. Their strong family life is evident, as they are 23% more likely to own a dog. This means that marketers have a golden opportunity to target this group with small office/home office products, business software, and, naturally, pet food and services.
As television ratings can attest, we have collectively been fascinated with the military for generations. But when it comes to veterans, we often overlook marketing to them, despite their tremendous buying power and consumption of content. After all veterans have given, they are a population certainly worth serving.
Learn more about Nielsen Scarborough, and explore our Diverse Audience Reports available for purchase now.
