Beyond viewing patterns

Date of publication: June 15, 1987

Company: GfK

Author: Heinz Uekermann

Abstract:

The paper discusses in general terms the implications and application of the changes in television systems, leading to an increasing diversity of choice, audience fragmentation to special target groups and a greater variety of media exposure experiences. Television is on its way from a mass medium into a more target group medium. It seems, that the importance of daily ratings decreases. However, in order to gain informations about special viewing patterns and audience interests it is necessary to carry out supplementary, rather qualitative research. For example: The creation of new channels and audience fragmentation is likely to lead to more minority programs which offers for advertisers a more efficient targeting for minority products.

Heinz Uekermann

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