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TV
Pulse 2005, the annual research initiative put together
by the Joint Industry Body (JIB) and Tam Media, series
continues with the paper - Deriving further insights
from TAM data after a psychographic definition.
The
paper by Paper contributed by ATG, Group-M attempts
to describe one such exercise undertaken by MCI in
conjunction with TAM.
One
common issue with marketers of high-end products is
defining their target audience through a combination
of demographics and psychographics. In-depths, pen-portraits
etc yield particular psychographic traits that possibly
are unique to this particular category’s consumers.
However, media planning and buying requires quantification.
Therefore, key questions addressed in this paper are:
- How
does one size up a psychographic target?
- What
are ways in which one can then derive some broad
media consumption learning?
- How
can one then, use some kind of ‘bridge’
definition of a TA that would help one analyze dynamic
media information through viewership databases like
TAM?
Preamble
viewership of channels with international news and
entertainment could comprise of broadly two kinds
of audiences. One is that segment which is genuinely
interested in such programming as against other viewers
who just dabble with such channels. Marketers who
advertise in such channels are more interested in
reaching the former. The latter would either not be
part of their source of business volumes or could
be reached through other cost efficient methods.
The
objective, therefore of the analysis were:
- To
determine the various audience clusters of Category
X and size up those who are skewed to English programming
(International Entertainment and News)
- RLD
analysis of heavy viewers of English entertainment
and the skewness of various channels on this definition
of the TA.
This
detailed paper clearly showed that combining a psychographic
definition along with a special analysis using TV
data helped make a smarter channel selection for this
brand.
The
primary objective is to substantiate the hyphothesis
that Category X consumption is skewed to a particular
cluster which is characterised by heavy viewing of
English programming. Also, it is to determine the
overall size of this cluster in the broad demographic.
This is important, as a marketing manager should avoid
over/under-estimating the size of this up-market audience.
A realistic idea of the size would help fix some kind
of budget allocation across various audience clusters.
The
second objective would help answer which of the programming
driven channels have a greater composition of hard-core
international programming viewers' vs the 'dabblers',
as has been elaborated in the preamble. An extensive
battery of over 290 statements allows the analyst
to do various combinations before finalising on clusters
that are internally homogenous and yet differentiated
across.
The
paper points out that combining a psychographic definition
along with a special analysis using TV data helps
make a smarter channel selection for this brand.
Also
Read:
A
study to understand the low offtake of Set-Top-Boxes
in Chennai
Rate-card
Creation for Broadcasters based on TV ratings
set2view:who's
watching the 2nd TV home viewer?
Have
you taken my appointment yet? -A study on programme
promos
(If
you would like a copy of TV Pulse 2005 delivered to
your doorstep send in a mail to editor@indiantelevision.com)
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