Identifying, Tracking and Targeting Viewer Segments. Making Nielsen's Audience Segmentation System Actionable

The authors utilized the Nielsen Quadrant Segmentation System to create an audience analysis tool that evaluates television network programming strategy by daypart, such that the four segmentations of the Nickelodeon audience are isolated for on-going tracking and audience duplication with other Nickelodeon dayparts (and competitive programs).

Identifying, Tracking And Targeting Viewer Segments Making Nielsen's Audience Segmentation System Actionable

Bruce Friend Vice President - Research, Nickelodeon Network, United States, and Bill Engel Chairman and CEO, Symmetrical Resources, Inc., United States.

BACKGROUND

Network research in the United States has highly developed the disciplines of both qualitative and quantitative research, yet little has been done in the way of creating a bridge from one discipline to another.

Qualitative research has been elevated to an art form with focus groups, auditorium tests, national panels and large scale brand and attitudinal studies dominating network programming...

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