Psychographic targets after an economic crisis

Date of publication: October 20, 1998


Traditionally, media research by TV networks in Mexico analyzed the the audience by either demographic or geographic segmentation. In 1994, the Mexican peso suffered from a huge devaluation, which affected life style and aspirations of the audience, and TV played a modified role. Therefore, we had to develop new psychographic targets since we were facing different audience. This paper propose an algorithm to give an accurate weight to research variables in order to have a better and efficient programming schedule which satisfied most of the audience.

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