Reaching the elite: measuring the viewership of those that matter

Joydip Kapadia, Vivek Srivastava and L. Chandrashekhar

This paper addresses the television viewing habits of the 'elite'. This segment, although small in size, has been expanding rapidly in major cities of India, and already possesses a high spending power.

Reaching the elite: measuring the viewership of those that matter

Joydip Kapadia, Vivek Srivastava and L. Chandrashekhar TAM Media Research Pvl Ltd., India

INTRODUCTION

The most difficult segment to be reached by any mass media research has always been the top socio economic end of the population. This discerning section is a mystery for broadcasters/advertisers who target them for niche content and premium brands respectively.

This paper aims to understand the television viewership habits of the “elite”; “elite” being defined as owners of AC + PC + Car within SEC A1. This segment, although small...

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