Can Demographic Profiles of Heavy Users Serve As a Surrogate for Purchase Behavior in Selecting TV Programs?

Henry Assael and David Poltrack

The authors believe that purchase behaviour is a better standard for media selection than demographics.

Can Demographic Profiles of Heavy Users Serve As a Surrogate for Purchase Behavior in Selecting TV Programs?

Henry Assael and David Poltrack

The advent of single-source data (that is, the linkage of scanner-derived purchase behavior to electronic measurement of TV exposure for the same household) has created the possibility of selecting TV programs by purchase behavior. In two previous articles in this journal (Assael and Poltrack, 1991; 1993) we tested the use of traditional demographic criteria for TV selection versus selection by purchase behavior for six product categories over a two-year period and found that in no case...

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