TV subscribers show some attitude – lifestyles and viewing behaviour among audiences of subscription channels in Mexico
José D. Mora Research & Analysis consultant, Canada
Héctor Matus CastellanosIbope-AGB México, Mexico
INTRODUCTION
Audience research systems have been dealing with demographic variables since their very inception. The people meter itself is a result of the urgent need of advertisers to tackle relevant demographic targets within massive audiences. However, despite the increasing need for new and more powerful instruments to address specific targets, the commonplace “going beyond demographics” is still some way from being fully realized in the context of major...