Tv audience segments based on viewing behaviour

Date of publication: June 15, 1992


The paper gives examples of new type of analyses and findings of television audience behaviour. The findings are based on analyzing respondent -level data of metered audience measurement. The YLE research department is using its own methods and procedures and therefore, even multivariate analyses of metered data are possible. Using cluster analysis reveals interesting facts beyond the rating book: there are distinct groups of viewers who in their viewing behaviour favour certain programmes, air time, or channels (or video). All of those groups vary in size and in their demographic composition. The new findings raise several research issues: how well the demographics alone can describe viewing behaviour knowing variants of viewers’ channel and programme repertoire is very important in today's competitive broadcast environment other than individual characteristics of the respondents are neglected too often; not only lifestyle or stage of life but also characteristics of the family and viewing situation (viewing in group or alone) should be included in an analysis of viewing patterns These issues have important implications for programming and scheduling in today's highly competitive broadcast environment.

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