"How People Use TV" Segmentation Study
Based on the How People Use TV consumer database, the CAB developed a segmentation analysis to get a deeper understanding of these consumers. Each viewer segment can be described on a continuum: attitudinally and behaviorally. Each segment represents an important part of the television viewing population critical when planning television as they relate to media usage, psychographic attitudes and target reach.
Respondents are classified into one of seven groups based on 36 variables related to TV use, home technology, and person demography. Each study segment represents a unique group of the US viewing population; each viewer fits into only one segment.
The study shows that for each age/sex buying target there are multiple important viewing segments which should be recognized.
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