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Understanding Consumer Lifestyles

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Title: Understanding Consumer Lifestyles


1
Understanding Consumer Lifestyles
How broadcasters can compete more effectively by
developing a more rounded understanding of their
audiences lives, and the media consumption
environment in which they are competing
Presented by Geoff Wicken TGI Global
Product Development Director, BMRB/KMR
Prepared for EBU Conference 27th October 2000
2
Why TGI? Alongside audience measurement research
  • About understanding viewers
  • Lives
  • Motivations
  • Other interests
  • Other behaviour beyond TV viewing
  • For typology, not a measure of audience
    performance
  • Comprehending the role TV plays in their lives
  • to gain a rounded understanding

3
TGI scope of the data
  • Single source surveys providing
  • Products and brands
  • Media exposure
  • Attitudes and lifestyle
  • Consumption behaviour

4
Methodology
  • TGI draws on 30 years of experience as the
    worlds leading single-source market and media
    survey
  • Continuous field in Western Europe from Autumn
    2000
  • Representative samples (64,500 in Western Europe)
  • Face-to-face interviewing (demographics, print
    media) as well as self-completion element
  • The same consistent approach around the world
  • Comparability between Europe and other regions

5
TGI for broadcasters
  • Consumer understanding
  • Strategic direction
  • Editorial guidance
  • Programming
  • Advertising sales

6
TGI for broadcasters
Sales Target Definition
Schedule Planning
Agency Negotiation
Market Gap Analysis
Strategic Development
Audience Targeting
Editorial/Content Input
Market Research
7
Understanding Consumer Lifestyles
  • Part 1 Media Context
  • Growth in number of TV channels
  • Mainstream TV channels across countries
  • Mainstream vs niche TV
  • Relationship between TV and the internet
  • TV Programming
  • Part 2 Competition and Re-positioning
  • Radio case study
  • Part 3
  • Media mapping and audience segmentation

8
Part 1 Media Context
9
Growth in number of TV channels Indicators
10
I look forward to more TV channelsDefinitely
Agree/Tend to Agree
  • What cable/satellite channels are these people
    currently watching?
  • FRANCE
  • Channel Type of channel Index
  • VH1 Music 162
  • Discovery Educational 160
  • CNBC News 158
  • Cartoon Network Cartoons 158

11
I look forward to more TV channelsDefinitely
Agree/Tend to Agree
  • What cable/satellite channels are these people
    currently watching?
  • GERMANY
  • Channel Type of channel Index
  • Cartoon Network Cartoons 130
  • Eurosport Sport 127
  • CNN News 127
  • MTV Music 126

12
I look forward to more TV channelsDefinitely
Agree/Tend to Agree
  • What cable/satellite channels are these people
    currently watching?
  • SPAIN
  • Channel Type of channel Index
  • CNBC News 176
  • Arte Culture 173
  • 40 TV Music 167
  • MTV Music 162

13
I look forward to more TV channelsDefinitely
Agree/Tend to Agree
  • What cable/satellite channels are these people
    currently watching?
  • BRITAIN
  • Channel Type of channel Index
  • NBC Superchannel News 200
  • Trouble Childrens 178
  • Paramount Comedy Comedy 178
  • Sci Fi Channel Science Fiction 170

14
I look forward to more TV channelsDefinitely
Agree/Tend to Agree
  • What programmes are these people currently
    watching?
  • BRITAIN
  • Programme Type of programme Index
  • SMTV Live Breakfast 194
  • Pepsi Chart Music 184
  • Big Breakfast Breakfast 178
  • ITV Chart Show Music 170

15
TV
  • GERMANY in 000s ITALY in 000s
  • 1. RTL 54,861 1. Canale 5 41,436
  • 2. ARD 54,600 2. RAI 1 39,652
  • 3. ZDF 53,784 3. RAI 2 37,311
  • 4. SAT1 53,783 4. Italia 1 33,467
  • 5. PRO Sieben 49,076 5. Rete 4 30,204
  • 6. RTL2 44,698 6. RAI 3 29,000
  • 7. Kabel 1 39,898 7. MTV 11,963
  • 8. Vox 27,679 8. TMC 7,850
  • 9. WDR Fernhsehen3 22,904
  • 10 3 SAT 21,966
  • 11 Super RTL 21,433
  • 12 Eurosport 20,312

Base all adults ever watch
Source TGI Europa 99
16
TV
SPAIN in 000s FRANCE in 000s 1. Antena
3 27,891 1. TF1 38,348 2. TV1 27,865 2.
France 2 34,169 3. Tele 5 27,844 3. France
3 32,320 4. La 2 21,876 4. M6 28,985 5.
Canal 7,400 5. La Cinquieme Arte 18,997 6.
Canal Sur 7,399 6. Canal 15,592 7.
TV3 6,726 7. Eurosport 4,065 8. Tele Madrid
5,637 8. RTL9 3,558 9. Canal 9 4,120 9.
LCI 2,557 10 Eurosport 2,075 10 Planete
2,446 11 MTV 968 11 MTV 2,060 12 CNN
752 12 TV5 1,923
Base all adults ever watch
Source TGI Europa 99
17
TV
  • BRITAIN in 000s
  • 1. BBC1 34,979
  • 2. ITV 33,239
  • 3. Channel 4 24,055
  • 4. BBC2 22,401
  • 5. Channel 5 11,441
  • 6. Sky One 8,816
  • 7. UK Gold 7,716
  • 8. Discovery 7,597
  • 9. Sky Sports 6,496
  • 10 Eurosport 6,259
  • 11 Sky News 5,379
  • 12 MTV 5,367

Base all adults ever watch
Source TGI Europa 99
18
TV
  • Top European TV channels

Base all adults TGI Europa 99
19
TV
Base all adults
Source TGI Europa 99
20
TV
Source TGI Europa 99
Base all adults
21
TV
  • Mainstream channels - audience biases
  • Profile - Heavy/Medium/Light
  • Mainstream vs Niche
  • Relationship with the internet
  • TV Programming and sponsorship

22
TV
Heavy Medium Light ZDF Men 48 92 99 103
Women 52 107 100 97 TF1 Men 48 92 106
108 Women 52 107 94 93 TV1 Men 48 90 103
110 Women 52 109 97 91


Heavy 1.5 hours a day Medium 0.5 hours to
1.5 hours a day Light Source TGI Europa 99
Base all adults
23
TV
Age groups Heavy Medium Light 15-24 ZDF 44 7
3 125 TF1 87 99 137 TV1 67 91 149 25-34 ZDF
67 79 121 TF1 90 98 119 TV1 69 95 133 35-44 Z
DF 71 94 114 TF1 97 96 105 TV1 70 103 112




Heavy 1.5 hours a day Medium 0.5 hours to
1.5 hours a day Light Source TGI Europa 99
Base all adults
24
TV
Age groups Heavy Medium Light 45-54 ZDF 89 1
05 104 TF1 79 104 105 TV1 100 107 87 55-64
ZDF 122 121 79 TF1 118 107 69 TV1 123 116 67
65 ZDF 181 120 67 TF1 125 100 66 TV1 174 96
41



Heavy 1.5 hours a day Medium 0.5 hours to
1.5 hours a day Light Source TGI Europa 99
Base all adults
25
TVTV lifestyle statementsHeavy viewers only
ZDF TF1 TV1 (D) (F) (E) I look forward
to more channels 97 116 110 The growth in
stations is diluting the quality of
TV 91 113 98 I like the idea of digital
TV 88 97 85 I look forward to TV home
shopping 141 148 118 I look forward to video
on demand 99 114 87 People rely too much on
TV for relaxation 81 98 88 I rely on TV to
keep me informed 121 116 117 TV ads are
interesting to talk about 105 113 103

Base all adults
Source TGI Europa 99
26
TVother lifestyle statementsHeavy viewers only
ZDF TF1 TV1 I like to try new
products 79 105 96 I dont have time to
prepare and cook food 79 92 79 I buy products
from my own country whenever I
can 95 112 103 I make sure I take regular
exercise 70 91 89 A womens place is in the
home 149 135 144 A single European currency
is a good thing 81 92 97

Heavy 1.5 hours a day Medium 0.5 hours to
1.5 hours a day Light Base all adults
Source TGI Europa 99
27
TVComparisons Mainstream vs. Niche
Pop. ZDF Eurosport MTV (Ever
watch) (85) (32) (26) Viewed in last 7
days 62 10 13 Sex Men 48
47 74 53 Women 52 53 26 47 Age 15-24
13 10 15 31 25-34 17 15 22 26 35-44
18 18 19 17 45-54 15 16 16 11 55-64
17 18 16 9 65 20 24 13 7

Base all adults
Source TGI Europa 99
28
TVComparisons Mainstream vs. Niche
Indices ZDF Heavy Medium Light Sex Men
48 92 99 103 Women 52 107 100
97 Age 15-24 13 44 73 125 25-34 17 67 79 121
35-44 18 71 94 114 45-54 15 89 105 104 55-
64 17 122 121 79 65 20 181 120 67

Heavy 1.5 hours a day Medium 0.5 hours to
1.5 hours a day Light Source TGI Europa 99
Base all adults
29
TVComparisons Mainstream vs. Niche
Indices Eurosport Heavy
Medium Light Sex Men 48
159 154 106 Women 52 46 51
95 Age 15-24 13 103 123 101 25-34 17 126 127
110 35-44 18 110 102 112 45-54 15 89 117 10
7 55-64 17 93 93 99 65 20 81 54 75

Heavy viewed today/yesterday Medium 2 to 7
days ago Light Longer ago than 7 days
Source TGI Europa 99
Base all adults
30
TVComparisons Mainstream vs. Niche
Indices MTV Heavy
Medium Light Sex Men 48 106 117 110 Women
52 95 84 91 Age 15-24 13 291 183 95 25-34
17 131 169 133 35-44 18 88 96 118 45-54 15
50 91 117 55-64 17 58 47 81 65 20
32 41 62

Heavy viewed today/yesterday Medium 2 to 7
days ago Light Longer ago than 7 days
Source TGI Europa 99
Base all adults
31
TVComparisons Mainstream vs. Niche
All Adults in Germany ZDF Eurosport
MTV Ever watch 85 32 26 Viewed in last 7
days 62 10 13 Cable/Satellite Receivers
(57 of all adults) ZDF Eurosport MTV Ever
watch 89 57 46 Viewed in last 7
days 64 22 18

Base all adults
Source TGI Europa 99
32
Implications
  • Need for mainstream channels to understand niche
    markets which are becoming increasingly stronger
  • Must understand future generations of viewers

33
Early adopters of new technology
  • Variables
  • Like to keep up with technology
  • Love to buy new gadgets/appliances
  • Own a digital camera
  • Own a laptop computer
  • Have a DVD player
  • Have a recordable CD player
  • Early Adopters
  • Must concur with
  • at least 3 of 6
  • variables

Definitely Agree/Tend to Agree
Source TGI Europa 99
34
Early Adopters Sex

Source TGI Europa 99
35
Early AdoptersAge
Index
Source TGI Europa 99
36
Early AdoptersIncome
Index
Source TGI Europa 99
Total personal income (before tax)
37
What might be the impact of use of the internet
on TV viewing?
  • Dependent on
  • Channel Country
  • Medium to receive programmes

38
TVInternet at home
of pop. Heavy Medium Light ZDF
10 33 86 143 TF1 7 61 89 166 TV1
5 45 75 197


Heavy 1.5 hours a day Medium 0.5 hours to
1.5 hours a day Light Source TGI Europa 99
Base all adults
39
Indicators
  • Do internet usage patterns overlap with TV
    viewing patterns?

40
Time Diary
Base all adults
Source TGI Europa 99
41
Time Diary
Base all adults
Source TGI Europa 99
42
Time Diary
Base all adults
Source TGI Europa 99
43
Time Diary
Base all adults
44
Time spent watching TV vs. using the internet
45
Time spent watching TV
Source TGI Europa 99
Base all adults
46
Time Spent watching TV vs internet
Source TGI Europa 99
Base all adults
47
Internet
Source TGI Europa 99
Base all adults
48
Internet
  • New Questions (from October 2000 onwards)
  • (N.B. All questions asked re at home and
    elsewhere)
  • How do you access the internet?
  • Through a computer
  • Through digital TV
  • Through games console
  • Through a mobile phone
  • Another Way

49
Internet
  • When accessing the internet what do you use it
    for?
  • Visiting sites devoted to
  • Newspapers/News
  • Share prices/Share dealing/Investments
  • Employment Opportunities
  • Property
  • Online Directories
  • Weather Forecasts
  • Travel
  • Cinema Listings/Events Guides
  • A particular TV programme or channel
  • Music/MP3
  • Sport
  • Motoring
  • Health
  • Business Information

50
Internet
  • When accessing the internet what do you use it
    for?
  • Other Actvities
  • Academic study/Research
  • Using Email
  • Accessing Bulletin Boards/Newsgroups
  • Downloading games/screensavers
  • Listening to live radio
  • Online auctions
  • Online banking
  • online gambling
  • Other free online services
  • Other paid for online services
  • Playing games online
  • Other

51
TV Programming
52
TV Programmes
Specially choose to watch - ZDF viewers,
Germany 1. Tageschau 60 2.
Crime 55 3. Soaps 55 4.
Crime/Thriller 52 5. Heute 42 6.
Tatort 40 7. Films Adventure/Action 39
8. Wetten, Dass 39 9. Spielfilme
Action 35 10 Das Aktuelle Sportstudio 28


Base ZDF viewers
Source TGI Europa 99
53
Sports Programming
  • 28 of ZDF viewers specially choose to watch Das
    Aktuelle Sportstudio - 26 of the German
    population
  • of these Index
  • Specially choose to read sport in newspapers 251
  • Specially choose to read sport in magazines 252
  • Do some sport at least once a week 116
  • Hire sport videos 212
  • Buy sport videos 173
  • Watched Eurosport today/yesterday 214

Base all adults
54
TV Programme Sponsorship
  • Bought sports shoes in last year/Specially choose
    to watch Das Aktuelle Sportstudio
  • Adidas Fila Nike Puma Reebok
  • Pop (000s) 3745 903 2215 871 1360
  • of viewers 23 5 13 5 8
  • of owners 35 28 31 30 33
  • Index 133 108 119 113 125

Base all adults
55
TV Programme Sponsorship
  • GB - ITV- Cadburys sponsor Coronation Street
    (soap opera)
  • Spain - TVE - Telefonica sponsor Vuelta a Espana
  • (Tour of Spain)
  • Italy - Italia 1 - Heineken sponsor Jammin
  • (music programme)
  • France - TF1 - Carte Noir sponsor Tuesday night
    film

56
Part 2 Competition and Re-positioning
  • Case Studies
  • BBC Radio 2 vs. Capital Gold
  • Talk Sport vs. BBC Radio 5 Live

57
RadioCase Study 1
No. of listeners 1999 2000 BBC Radio
2 9,948,000 10,014,000 Capital Gold 2,501,000
2,527,000

Source 1999 April 98 to March 99 2000 April
99 to March 2000
Base all adults
58
RadioProfile - Sex

Capital Gold
Radio 2
Source 1999 April 98 to March 99 2000 April
99 to March 2000
Base all adults
59
RadioProfile - Age

Capital Gold
Radio 2
Source GB TGI April 98 to March 99 GB TGI
April 99 to March 2000
Base all adults
60
RadioProfile - Social Grade

Capital Gold
Radio 2
Source GB TGI April 98 to March 99 GB TGI
April 99 to March 2000
Base all adults
61
Lifestyle statements
Pop. Radio 2 Capital Gold I listen to the
radio for companionship 25 133 96 I always
listen to the radio in the car 48 107 115 I
listen intently to radio news 48 134 101 I
often notice ads on the radio 21 84 129

Definitely agree tend to agree Base all
adults
Source GB TGI April 99 to March 2000
62
RadioTypes of music preferred

I specially choose to listen to this particular
programme type
Source GB TGI April 99 to March 2000
63
RadioCase Study 2
No. of listeners 1999 2000 BBC Radio 5
Live 6,842,000 6,841,000 Talk 3,535,000 3,805,00
0

Source 1999 April 98 to March 99 2000 April
99 to March 2000
Base all adults
64
RadioProfile - Sex

Radio 5
Talk Radio
Source 1999 April 98 to March 99 2000 April
99 to March 2000
Base all adults
65
RadioProfile - Talk Radio - Trender

Source 1999 April 98 to March 99 (GB) 2000
April 99 to March 2000 (GB) July 99 to June
2000 (GB)
Base all adults
66
RadioProfile - Age

Talk Radio
Radio 5
Source GB TGI April 98 to March 99 GB TGI
April 99 to March 2000
Base all adults
67
RadioProfile - Social Grade

Talk Radio
Radio 5
Source GB TGI April 98 to March 99 GB TGI
April 99 to March 2000
Base all adults
68
RadioDaily newspapers read (AIR)
Tabloids Pop. Radio 5
Talk 00 99 The Sun 21 94 111 98 The
Mirror 13 105 129 122 Daily Mail 13 127 128 1
17 Express 6 155 151 118 Broadsheets Daily
Telegraph 5 197 134 105 The Times 4 190 124 15
2 The Guardian 2 182 126 108 Financial
Times 2 145 121 135 The Independent 1 214 102
144

Base all adults
Source GB TGI April 99 to March 2000
69
RadioEditorial preferred
Radio 5 Talk National news 131 120 European
news 143 113 Relationships
76 121 Sport 235 167 Cars
motoring 146 133 Food drink 93
98 Culture 107 121 Personal Finance 166 116 B
usiness news 186 98 Technology 161 131 Trave
l 111 110 Environment 113 130 Health 102
143 Home garden 87 112

I specially choose to read - in
newspapers Base all adults
Source GB TGI April 99 to March 2000
70
Lifestyle statements
Pop. Radio 5 Talk I listen to the radio
for companionship 26 96 120 I always listen
to the radio in the car 48 124 111 I listen
intently to radio news 48 125 121 I often
notice ads on the radio 21 119 132

Definitely agree tend to agree Base all
adults
Source GB TGI April 99 to March 2000
71
Part 3 Media Mapping and Audience Segmentation
72
Why Lifestyle?
  • Demographics dont necessarily
    determine behavior
  • To understand the motivations which influence
    behavior

73
Lifestyle Measures
  • Attitudes towards
  • Diet and Health
  • Personal Finance
  • Technology
  • Media
  • Shopping
  • Price and Quality
  • Leisure

74
Mapping and Segmentation
  • Consumer insights for all stages in the marketing
  • communications process
  • Category understanding
  • Brand positioning and strategy setting
  • Creative development
  • Target market definition
  • Media selection

75
The TV scene
  • Growth of niche channels
  • Cable
  • Satellite
  • Digital
  • Specific targeting required for strategic
    development,
  • content and advertising

76
Creating a Media Landscape Media Usage Segments
77
Horizontal axis 54 Vertical axis 25
Satellite Cable Universe GB
78
Horizontal axis 54 Vertical axis 25
79
Horizontal axis 54 Vertical axis 25
80
Horizontal axis 54 Vertical axis 25
Radio Times
Sky Customer Magazine
On Digital Magazine
TV Satellite Week
TV Quick
Cable Guide
Cable Guide
Whats on TV
TV Times
81
GBThe Five Media Clusters
GROUP OF BASE 000S 1. Entertainment
Junkies 29 4,815 2. Astute
Techies 18 1,420 3. Film Buffs 21 3,487
4. Couch Potatoes 18 1,729 5.
Traditional Information-driven 14 1,433

Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
82
Entertainment JunkiesWho are they?
  • I read the daily paper for entertainment not the
    news
  • I can not resist buying magazines
  • I look for a bargain in the local paper first

Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
83
Astute TechiesWho are they?
  • I read the financial pages of my newspaper
  • I like the idea of digital TV
  • I intend to use the internet in the next 12
    months
  • I read the daily paper for entertainment not news
  • I can not resist buying magazines
  • I would not change the newspaper I read

Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
84
Film BuffsWho are they?
  • I enjoy films at the cinema more than on TV
  • I intend to use the internet in the next 12
    months
  • I look forward to video on demand
  • I read the financial pages of my newspaper
  • I listen to the radio for companionship

Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
85
Couch potatoesWho are they?
  • I rely on papers to keep me informed
  • I enjoy films at the cinema more than on TV
  • I look forward to video on demand

Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
86
Traditional Information-drivenWho are they?
  • I would not change the newspaper I read
  • I rely on papers to keep me informed
  • I often notice advertisements on the radio
  • I look forward to video on demand

Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
87
Media Clusters
Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
88
Media Clusters
Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
89
Media Clusters
Base Receivers of satellite/cable TV channels
Source GB TGI April 99 to March 2000
90
Growing your audienceThe Brief - MTV
  • Understand the media landscape
  • Identify audience growth opportunities for MTV

91
GB 18-34s Media Landscape
Home Community
A womans place is in the home
NEWSPAPERS - L
When shopping I budget for every penny
My diet is mainly vegetarian
Prefer local radio/local news
Rather no responsibility/be told
Like holidays off the beaten track
I often notice ads on radio
Kitchen most impt room in home
Change decorations as often as I can
COMMERCIAL RADIO -H
My work is a career - not a job
ITV-HEAVY
Often enter competitions
New brands/often buy see what its like
Enjoy films at cinema more than on TV
Plain-Speaking
Too much concern w/ envrmnmt
Buy products from sponsored events
Often enter competitions in news/mags
Prepared pay more for good wine
Look for bargains locally first
MAGAZINES -L
CHANNEL 4-HEAVY
I look forward more TV channels
Sophisticated
Real men dont cry
CHANNEL 4 - LIGHT
Real men can down several pints of beer
I consider myself stylish
ITV-LIGHT
MAGAZINES - H
Low alcohol beer/ not mans
I cannot resist buying magazines
COMMERCIAL RADIO - L
Read daily paper -entertainment, not news
Try to take 1 holiday abroad a year
I would not change the newspaper I read
Next year, watch little satellite/cable TV at home
NEWSPAPERS-H
I read financial pages of my newspaper
Information Junkies
I rely on papers to keep me informed
92
GB 18-34s Cable/Satellite Map
Cab/Sat Rejectors
NON-RECEIVERS
My diet is mainly vegetarian
Like holidays off the beaten track
I am a vegetarian
ANY FOREIGN
Stocks are risky investments
Worth paying more for organic food
Home-Based
I think fast food is all junk
Only beer worth drinking is real ale
Rather no responsibility/be told
HISTORY CHANNEL
I read recipes in mags
NICKELODEON
Never think of taking a package holiday
Change decorations as often as I can
TNT
DISCOVERY HOME LEISURE
Real men can down several pints of beer
TCC
Always think of calories
CARTOON NETWORK
I like to stand out in crowd
DISCOVERY
Kitchen most impt room
CNN
Macho
When shopping I budget for every penny
SKY NEWS
MTV
Buy British when I can
BRAVC
Holidays-Britain rather than abroad
Real men dont cry
Home decor is of no interest
Often enter competitions
SKYONE
Friends ask advice about gardening
THE BOX
Judge person by car they drive
MOVIE CHANNEL
UK GOLD
I read financial pages of my newspaper
SKYMOVIES
UK LIVING
DISNEY
Use credit cards for business
Womans place is in home
EUROSPORT
QVC
Low alcohol beer/ not mans
LIVE TV
SKYMOVIES GOLD
Try to take 1 holiday abroad a year
SKY SPORTS
Designer labels improve image
Next year watch satellite/cable TV at home
Cab/Sat Embracers
93
Cluster Analysis
Quantifying this information
94
GB The Six 18-34 Clusters
Group of Base 000s 1. Repressed
Reactionaries 18.0 2,414 2. Stretched
Homebodies 17.9 2,408 3. Disagreeable
Dowdies 16.4 2,194 4. Island
Mentality 16.5 2,213 5.
Adventurers 15.7 2,111 6. Fun
Lovers 15.5 2,085
Source GB TGI
Base Age 18-34
95
Repressed ReactionariesWho are they?
  • Real Men Dont Cry
  • A Womans Place Is In The Home
  • A Real Man Can Down Several Pints Of Beer
  • Designer Label Improves Ones Image
  • Rather No Responsibility, Told What To Do
  • younger, single
  • downscale

Base Age 18-34
Source GB TGI
96
Stretched HomebodiesWho are they?
  • Normally Read Recipes In Magazines
  • Often Enter Competitions On Packets
  • When Shopping I Budget For Every Penny
  • Always Think Of Calories In What I Eat
  • Low Alcohol Beer Not Worth Drinking
  • 73 are female
  • 63 have children

Base Age 18-34
Source GB TGI
97
Disagreeable DowdiesWho are they?
  • Never Think Of Taking A Package Holiday
  • Can Judge A Person By The Car They Drive
  • Designer Label Improves Ones Image
  • Real Man Can Down Several Pints Of Beer
  • Change Decorations As Often As I Can
  • 60 are female

Base Age 18-34
Source GB TGI
98
Island MentalityWho are they?
  • Holidays In Britain Rather Than Abroad
  • Never Think Of Taking A Package Holiday
  • Designer Label Improves Ones Image
  • Often Enter Competitions On Packets
  • Always Think Of Calories In What I Eat
  • 64 are male

Source GB TGI
Base Age 18-34
99
AdventurersWho are they?
  • Like Holidays Off The Beaten Track
  • Read The Financial Pages Of My Newspaper
  • Stocks And Shares Are Too Risky
  • Rather No Responsibility, Told What To Do
  • When Shopping I Budget For Every Penny
  • older
  • upscale

Source GB TGI
Base Age 18-34
100
Fun LoversWho are they?
  • Designer Label Improves Ones Image
  • Expect Watch More Sat/Cab TV At Home
  • Low Alcohol Beer Not Worth Drinking
  • Holiday In Britain Rather Than Abroad
  • Never Think Of Taking A Package Holiday
  • younger, single
  • 65 are male

Base Age 18-34
Source GB TGI
101
Expanding the MTV Viewing Base
  • Cable and satellite receivers
  • Non-receivers

102
Currently, a Dual Audience
of Group Reach Receivers 1.
Repressed Reactionaries 39 19 2.
Stretched Homebodies 42 21 3.
Disagreeable Dowdies 35 15 4. Island
Mentality 28 13 5. Adventurers 28
12 6. Fun Lovers 47 20
Source GB TGI
Base Age 18-34
103
GB 18-34s Cable/Satellite Map With 6-Cluster
Segmentation
Cab/Sat Rejectors
Adventurers
Island Mentality
NON-RECEIVERS
Disagreeable Dowdies
Stretched Homebodies
My diet is mainly vegetarian
Like holidays off the beaten track
I am a vegetarian
Repressed Reactionaries
ANY FOREIGN
Stocks are risky investments
Worth paying more for organic food
Home-Based
I think fast food is all junk
Only beer worth drinking is malab???
Rather no responsibility/be told
HISTORY CHANNEL
I read recipes in mags
NICKELODEON
Never think of taking a package holiday
Change decorations as often as I can
TNT
DISCOVERY HOME LEISURE
Real men can down several pints of beer
TCC
Always think of calories
CARTOON NETWORK
I like to stand out in crowd
DISCOVERY
Macho
Kitchen most impt room
CNN
When shopping I budget for every penny
SKY NEWS
MTV
Buy British when I can
BRAVC
Holidays-Britain rather than abroad
Real men dont cry
Home decor is of no interest
Often enter competitions
SKYONE
Friends ask advice about gardening
THE BOX
Judge person by car they drive
MOVIE CHANNEL
UK GOLD
I read financial pages of my newspaper
SKYMOVIES
UK LIVING
DISNEY
Use credit cards for business
Womans place is in home
EUROSPORT
QVC
Low alcohol beer/ not mans
LIVE TV
SKYMOVIES GOLD
Try to take 1 holiday abroad a year
SKY SPORTS
Designer labels improve image
Fun-Lovers
Next year watch satellite/cable TV at home
Cab/Sat Embracers
104
Fun LoversTop Channels Viewed
  • By Index
  • Sky Sports 155
  • Live TV! 155
  • The Box 148
  • CNN International 146
  • MTV 145
  • Sky News 138
  • By Reach
  • Sky One 33
  • Sky Movies 29
  • Sky Movies II 27
  • MTV 26
  • UK Gold 26
  • Coors 23

105
Stretched HomebodiesTop Channels Viewed
  • By Reach
  • Sky One 33
  • Sky Movies 29
  • UK Gold 27
  • Cartoon Network 26
  • Sky Movies II 26
  • MTV 23
  • By Index
  • Cartoon Network 155
  • Childrens Channel 155
  • Nickelodeon 148
  • Disney Channel 146
  • QVC Home Shopping 145
  • Country Music TV 138

106
Prime TargetFun Lovers
  • The most likely to watch MTV (index 145)
  • Highest cable/satellite reach (47), but still
    room for
  • growth
  • 47 receive cable/satellite, but only 26 view
    MTV
  • Proposition MTV the ideal accompaniment to their
  • Party Party lifestyle

107
Secondary TargetStretched Homebodies
  • Second-highest cable/satellite reach (42)
  • 20 view MTV sixth-highest
  • But index is only 109 push it higher
  • Proposition MTV as sparky escapism from their
  • high-stress lives

108
Converting Non-Receivers
Group Non-Recs of (000) Non-Recs 1
. Repressed Reactionaries 1,475 17 2.
Stretched Homebodies 1,387 16 3.
Disagreeable Dowdies 1,434 17 4. Island
Mentality 1,583 19 5. Adventurers 1,531
18 6. Fun Lovers 1,105 13
Source GB TGI
Base Age 18-34
109
Media Matrix Non-Receivers
Heavy Ave Heavy Heavy
Virgin Atl. ITV C5 C4 Radio Radio 252 1.
131 105 100 109 74 116 2. 146
101 101 106 93 129 3. 97 86
84 92 86 94 4. 87 103 109 105
96 81 5. 41 89 95 88 128
74 6. 104 122 112 103 126 114
Source GB TGI
Base Age 18-34
110
Non-Receiver TargetsThree Groups could be
targeted
  • Stretched Homebodies heavy ITV
  • Fun Lovers smaller group, but above average TV
    and
  • heavy pop/rock radio
  • Repressed Reactionaries young, heavy ITV
  • Repressed Reactionaries Proposition get loose
    with MTV

111
The Future? USA Cable Map (18-34s)
Bravo
Bohemian
Moral Values
Egocentric
Willing volunteer environmental org
Awkward
Headline News
Too much sponsorship in arts/sports
Learning Channel
Constantly watch calories
American Movie Classics
I recycle because it is law
CNN
Inspirational/Home TV
Food Network
Travel Channel
Impt attend religious services
CNBC
Change brands often
AE
Comedy Central
Discovery
Looks not impt.
Enjoy watching religious TV
E!
ESPN2
TBS
Lifetime
Sci-Fi
VH1
Disney Channel
kitchen is the most impt room
Fx
Msnbc
Weather Channel
MTV
Nick At Night
TNT
USA
ESPN
the Family Channel
Cartoon Network
Sac time w/ fam to adv
Feel very alone in the world
Nickelodeon
Give flowers can't think another present
Agree world created in 6 days
best measure success
BET
HBO
Odyssey
Cinemax
CMTV
TNN
Buy what neighbors approve
choose car on basis of looks
spend w/o thinking
Often enter contest/sweepstakes
Women suited to run homes
Showtime
Ad believer
the Movie Channel
Little I can do change life
Traditional
Outward Show
Prime Network
112
Understanding Consumer Lifestyles
How broadcasters can compete more effectively by
developing a more rounded understanding of their
audiences lives, and the media consumption
environment in which they are competing
Presented by Geoff Wicken TGI Global
Product Development Director, BMRB/KMR
Prepared for EBU Conference 27th October 2000
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