Comments on: Data Alone Does Not a Company Make http://www.simulmedia.com/2009/04/data-alone-does-not-a-company-make/ Simulmedia Thu, 22 Apr 2010 13:40:57 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Ken Ripley http://www.simulmedia.com/2009/04/data-alone-does-not-a-company-make/comment-page-1/#comment-36 Ken Ripley Thu, 30 Apr 2009 19:21:09 +0000 http://www.simulmedia.com/?p=342#comment-36 meant Deadliest Catch meant Deadliest Catch

]]> By: Ken Ripley http://www.simulmedia.com/2009/04/data-alone-does-not-a-company-make/comment-page-1/#comment-34 Ken Ripley Thu, 30 Apr 2009 17:09:08 +0000 http://www.simulmedia.com/?p=342#comment-34 The idea that programs are viewed by a demographic is so only because the currency of media, Neilsen's people meter, has no ability to add psychographics to the measurement. The fact that a large percentage of A18-34 viewers are watching Ameirican Idol is convenient, but misses the core of who the viewer is. The concept of passion groups was put out several years back. Part of what defines a passion group is shared interests. It is entirely possible that a woman 45 years old has the same interests as a 19 year old male, i.e. rock climbing, $5k spent on vacations annually, and likes Kraft Lunchables. These charactor traits, or passions point toward that kind of person being a Dangerous Catch viewer. Finding a convenient, desktop planning tool that allows buyers to take the reverse of that, i.e. Dangerous Catch viewers like xx is where the rubber should meet the road and that is the first real step towards understanding "community" within the legacy world of TV viewing. The idea that programs are viewed by a demographic is so only because the currency of media, Neilsen’s people meter, has no ability to add psychographics to the measurement. The fact that a large percentage of A18-34 viewers are watching Ameirican Idol is convenient, but misses the core of who the viewer is.

The concept of passion groups was put out several years back. Part of what defines a passion group is shared interests. It is entirely possible that a woman 45 years old has the same interests as a 19 year old male, i.e. rock climbing, $5k spent on vacations annually, and likes Kraft Lunchables. These charactor traits, or passions point toward that kind of person being a Dangerous Catch viewer.

Finding a convenient, desktop planning tool that allows buyers to take the reverse of that, i.e. Dangerous Catch viewers like xx is where the rubber should meet the road and that is the first real step towards understanding “community” within the legacy world of TV viewing.

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