This paper summarizes the results of an investigation into the predictive power not only of social class but also of income and other socio-economic and demographic variables. Special attention is paid to the discriminatory value of these variables to media- behaviour. The study is based on a cross-analysis of data derived from no less than eleven research projects, performed by means of the INTERACT SCRIPT-PANEL within the last eighteen months. This panel opened the opportunity to use real single source research. The analysed data ranged from usual socio-economic characteristics to media-behaviour, durable possession and consumptive behaviour.