We’re working to understand people’s viewing choices so that we might better know how to present the most relevant program promotion.B
Segmentation is a useful technique in our work to understand people’s viewing choices.B We divide and subdivide the general viewing audience into segments based on data describing people’s attention to television programming.B Then, we analyze how our segments tune in to different networks’ offerings and their responsiveness to different promotions.B B B
The analysis sensitizes us to trends in tune-in and promotional responsiveness.B It inspires ideas on how we can improve our segmentation and the classification of attention data that underlies the segments.B
Ultimately, we hope segmentation can help explain changes in tune-in.B Given how different segments tune in to a certain program, we want to make recommendations on the best promotional messaging strategy.B Or, when a program grows more popular, we want to look at how different segments tuned in and answer the questions of how and why did ratings improve.
In the meantime, through our sandbox, we want to share our early exploration into people’s viewing choices and get feedback on our approaches.B
As a foundation for taking in our exploratory work, we present our initial Genre Segmentation.B Genre Segments are unions of audiences who tuned in to similarly classified programs.B We’ve assigned a name to each Genre Segment corresponding, sometimes humorously, to the type of programming they’re likely to enjoy and written a brief persona description to help cement the relationship.B
The size of each Genre Segment population is a function of the definition we’ve issued to determine whether a viewer belongs to that segment or not.B In the table below, the size of the segment is indicated by the percentage of the viewing universe that belongs to the segment.B Segments with more restrictive rules are smaller; less restrictive, larger.B
You’ll find Genre Segments in our analyses of Audience Attentiveness and our Network Audience Heat maps.
B
