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Database Segmentation Analysis By: Jaime Suk


60-cell Spectra Nielsen Chart


...Identified Audiences ...

Audiences

Segments (Renamed)

Actual Segments

Primary

Originals

Established Couples

Secondary

Exclusives

Independent Singles


Demographics Targets

Age Range

Geography

Family Type

Income

Originals

35-54

Very High in Cosmopolitan Centers and Struggling Urban Cores.

2+ HH, No Children

Varying; middle-class

Exclusives

35-64

Very High in Cosmopolitan Centers. High in Modest Working Towns

1 person HH, No Children

Varying; better off than ‘Originals’

[Originals] [Exclusives]


Summary Chart of MRI+ Data


Media Consumption


Triangulated Findings Media

Proj ‘000/Total ‘000

Outcome

Magazine I (Heavy)

2213/46484

4.8%

Magazine V (Light)

1110/46488

2.4%

Radio I (Heavy)

1577/46543

3.4%

TV (total) I (Heavy)

935/46474

2.0%

TV (total) V (Light)

1847/46500

4.0%

Internet I (Heavy)

1933/46529

4.2%

Internet V (Light)

542/46488

1.2%

Pay-Per-View/Last 12 Months

1520/30865

4.9%

Video-On-Demand/Last 12 Months

2452/51184

4.8%

Cable Viewing/Last Week

6250/188902

3.3%

• Pay-Per-View/Last 12 Months had the highest number of users associated/buying/drinking Fiji bottle water out of the total number of Pay-Per-View users. Next is Video-On-Demand/Last 12 Months and Magazine I (Heavy)


Strategic Partner

B

ased on the insights from the triangulated findings, we can conclude that Pay-PerView users were the highest in active usage. Therefore, HBO PPV would be an excellent, strategic partner.


Sources Used

• www.mriplus.com Mediamark Reporter • Nielsen Spectra Database Data Kevin Christophersen


Database Segmentation Analysis: Fiji Bottled Water