Abstract:
Television plays an important role in this country, as a mass communication medium, as the incidence of TV sets is around 80% of homes in Brazil, going and up to 95 % in the main urban centers. On the other hand, the distribution of wealth in Brazil is such that the consumption of most products is highly concentrated in the upper levels of the population. In consequence, the behaviour of the upper socio-economic classes is very important in marketing and advertising decisions. This paper examines differences in TV watching behaviour and their relation to social-economic aspects. Special emphasis is given to the influence of new devices and equipment that are related to the habits of TV viewing, such as the use of remote control, video-cassette recorders, etc. Data are based on the initial phase of "peoplemeters" in Brazil, in replacement of set-meters and diaries. This phase started in the Metropolitan Sao Paulo area (the most important economic area of the country) with a sample of 234 households, which will be expanded to 600 households in 1991. In consequence, while we dispose of reliable information of overall household TV audience, the individual data are currently based on too small a sample to allow conclusive analysis. All the analysis are based on a 2 week period, from February 18th to March 3rd, 1991.
Research Papers
Communicating in Latin America
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Ana Lucia D' Imperio Lima, Roberto Lobl
Company: IBOPE Inteligencia
September 1, 1992
Research Papers
Effective communication in a crowded television environment
Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Robert Warrens
 
June 15, 1992
