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 Castellanos
Ibope-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 syndicated audience research.

This paper deals with a significant attempt in this direction. We analyze audience data for 14 psychographic or attitudinal groups built in the electronic TV audience measurement panel of Ibope-AGB Mexico.