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Posted on April 17th, 2009 by Jeff Storan
While demographics are the dominant segmentation scheme applied to the general television viewing population, they are imprecise predictors of audiences’ preferences for content and modes of television viewing. Simulmedia believes that tackling the additional complexity that follows deeper examination of audiences’ viewing preferences results in a superior approach to program promotion.
One of the challenges is to convey the nature of audiences based on a deeper examination of viewing preferences in a manner that make them easy to understand. With the assortment of data views compiled in the Audience Profile below, we attempt to do just that.
We combine general descriptions of the audience with a Geographic Distribution, a Genre Tune-in Index and the Primetime Loyalty heat map (which we covered in greater detail in a previous post). The Geographic Distribution shows where the audience is located,the volume of audience present in different geographies (size of the circles) and the audience concentration relative to the general population (circle colors; red is highest). Genre Tune-in Index measures the likelihood of tune-in to differently classified programming compared to the general population.
