Segmenting people by their media use

Colin Macleod

Media planners have long been looking for surrogates of product use that, in the absence of single source data, improve on traditional descriptors such as social grade.

Segmenting people by their media use

Carat's Colin Macleod shows how a new segmentation system, based on the TGI database, could give planners more efficient schedules

Colin Macleod

FROM A MEDIA BUYER'S viewpoint, the ideal way to describe a target audience must be in terms of their media consumption. A target audience of Daily Mail readers or Coronation Street viewers leads to obvious media choices, achieving 100 per cent coverage and no wastage!

Of course, potential buyers of a product or service can rarely be adequately classified in this way. The planner will use instead...

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