TV subscribers show some attitude - lifestyles and viewing behaviour among audiences of subscription channels in Mexico

The attitudinal classification studied in this research shows a strong predictive validity in the segmented world of subscription channels.

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...

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