Criteria and Indicators for TV Audience Segmentation

Abstract

This paper presents a systematization of criteria and indicators for TV audience segmentation. This systematization is realized by the means of analysis of secondary data. Within this project numerous practical evidences and academic papers have been analyzed.The author offers for basic criteria for TV audience segmentation – geographic/geo-demographic, demographic, psychographic, and behavioristic. Each of the criteria mentioned above consists of several indicators.The geographic/geo-demographic criterion includes the following indicators: region, climate, Area of dominant influence of TV stations (which are geographic indicators); county size and population density (which are geo-demographic indicators).The most often used demographic indicators include: gender, age, family size, family life cycle, occupation, incomes, education, social class, and religion.The psychographic indicators for TV audience segmentation include: viewers’ life style, values, and individuality. The author has compared the American and European approaches to TV audience segmentation.The behavioristic indicators for TV audience segmentation include: amount of viewing (how many hours per day), benefits sought from the TV media, and viewers’ loyalty.