Not a Minority: Light TV Viewers in Belgium
•Download as PPTX, PDF•
0 likes•781 views
- Who are the Light TV Viewers in Belgium? - Why do they matter? - What's their media diet? Find some answers in this presentation. Included: a split between North and South and a focus on the female light/non TV viewer in Belgium
Recommended
More Related Content
Viewers also liked
Viewers also liked (11)
Similar to Not a Minority: Light TV Viewers in Belgium
Similar to Not a Minority: Light TV Viewers in Belgium (20)
Recently uploaded
Recently uploaded (19)
Not a Minority: Light TV Viewers in Belgium
- 2. In short analysis CIM-PMPA research 2009-2010 short(ened) definition of light TV viewer why do light and non TV viewers matter? profile in general who is the female light/non TV Viewer?
- 3. channels with a ‘Belgian’ ratecard density TV view = frequency x time spent calculated on total reach (!) Tool: CIM-PMPA 2009-2010 Source: CIM-PMPA 2009-2010, National universe, Methodology available on website (FR or DU) : www.cim.be
- 4. Why do they matter? 4 out of 10 Belgians are light or non TV viewers that represents 3.692.100 people 57,5% declare to be Main Responsible for Purchases Source: CIM-PMPA 2009-2010, National universe, 12 y.o. and more
- 5. Profile ?
- 7. Not always that obvious
- 9. active
- 10. with kids at homeprofile in% Source: CIM-PMPA, National universe, 12 y.o. and more
- 12. 1 out of 10 has a managerial function (middle or upper mgmt)
- 13. 1 out of 4 is an employee
- 14. 1 out of 5 is a studentprofile in% Source: CIM-PMPA, National universe, 12 y.o. and more
- 15. Gender doesn’t 51% of light and non TV Viewers 49% of light and non TV Viewers profile in% Source: CIM-PMPA, National universe, 12 y.o. and more
- 16. The Belgian light/non TV viewer Not a traditional mediavore?
- 17. heavy medium monthlies dailies weeklies radio light 25,8% idx 105 29,5% idx 108 34,4% idx 110 41,6% idx 116 movie theatre internet never 45,7% idx 84 27,7% idx 73 selectivity
- 18. There’s not one media pattern
- 19. heavy movie theatre medium 19,9% idx 120 monthlies dailies weeklies radio light 25,8% idx 104 25,3% idx 105 30,1% idx 97 27,1% idx 91 internet never 26,7% idx 128 selectivity
- 20. Does language matter? Cultural differences
- 21. 28% light users dailies 26% light users dailies 31% light users weeklies 26% light users weeklies 24,5% light users monthlies 26% medium users monthlies 37% light users radio 48% light users radio 12% heavy users cinema 18% heavy users cinema 29% light users internet 23,5% light users internet profile in% Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 22. Does language matter? Not that much!
- 23. Does gender matter?
- 24. 26% medium users dailies 31,5% light users dailies 40% light users weeklies 33,5% heavy users weeklies 28% light users monthlies 31% heavy users monthlies 40,5% light users radio 43% light users radio 16% heavy users cinema 21% light users cinema 31,5% heavy users internet 29% light users internet profile in% Source: CIM-PMPA, National universe, 12 y.o. and more
- 25. Yes, gender does matter Women are more print-minded! That’s why Sanoma Media Belgium thinks print is still relevant
- 26. Netto reach Do you wanna reach more than 290.000 French-speaking women who are difficult to reach with TV? Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 27. Coverage & Selectivity French-speaking women, Light/Non TV Viewers (803.000 women in Belgium) netto coverage selectivity Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 28. Coverage & Selectivity French-speaking women, Light/Non TV Viewers, active (363.000 women in Belgium) netto coverage selectivity Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 29. Coverage & Selectivity French-speaking women, Light/Non TV Viewers, with children (325.000 women in Belgium) netto coverage selectivity Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 30. Netto reach Do you wanna reach more than 520.000 Flemish women who are difficult to reach with TV? Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 31. Coverage & Selectivity Flemish women, Light/Non TV Viewers (1.089.000 women in Belgium) netto coverage selectivity Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 32. Coverage & Selectivity Flemish women, Light/Non TV Viewers, active (592.000 women in Belgium) netto coverage selectivity Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 33. Coverage & Selectivity Flemish women, Light/Non TV Viewers, with children (399.000 women in Belgium) netto coverage selectivity Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more
- 34. Conclusions With 4 out of 10 Belgians being light/non users of TV, advertisers have to think about complementary and additionnally media in their communication plans Women are not more addicted to TV than men. In fact, they represent one half of all the light TV users. And they are definitely more print-minded than their male counterparts
- 35. Conclusions Sanoma Media Belgium has the strong belief that printed magazines are still relevant. Especially, when you want to reach women who are not so fond of television Not such a bad idea with 41% of the Flemish women and 38,5% of the French-speaking women being LIGHT or NON TV viewers
- 36. Want more? women, tablets, smartphones, magazines, research, social media, Belgium,... @vansan2010 http://www.slideshare.net/esvean http://omnimediavore.blogspot.com
Editor's Notes
- When we are looking at the profile of the Belgian Light or Non TV Viewer, gender doesn’t matter: it’s fifty-fifty. Proportionally, the profile is gender-balanced.
- Because of the ‘weight’ of the Dutch-speaking group within the population (57% vs 43% French-speaking people) , it’s much more logical to make the language of universe the universe of reference for this specific type of analysis. I compared the Flemish Light or Non TV Viewer with the ‘average’ Flemish, 12+ and the French-speaking Light or Non TV Viewer with the ‘average’ French-speaking Belgian,12+For print, I looked at the language-related media (dailies NL, weeklies NL, monthlies NL vs dailies FR, weeklies FR, monthlies FR).
- The profile of the female Light or Non TV Viewer compared to the male Light or Non TV Viewer. When you take a closer look at the numbers, there are some differences between both gender:- Women tend to be heavy users of magazines (weeklies and monthlies) but light users of dailies, radio and websites. - Men tend to be heavy users of websites and frequent visitors of movie theatres. They are light users of magazines and radio and medium users of dailies.
- The female oriented portfolio of Sanoma Media has a netto reach of 293.300 within the target French-speaking women who are non or light tv viewers. That’s a coverage of 36,5%.
- The female oriented portfolio of Sanoma Media has a netto reach of 520.300 within the target Flemish women who are non or light tv viewers. That’s nearly one out of two female light/non tv viewer (48%)