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Bienvenidos al II Seminario Anual de la TV Cable LAMAC Formada y financiada por 29 Canales miembros Misión Facilitar el entendimiento de la TV Cable y su lugar en el panorama de medios en Chile y América Latina.

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Bienvenidos al II Seminario Anual de la TV Cable

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Bienvenidos al II Seminario Anual de la TV Cable


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LAMAC

Formada y financiada por 29 Canales miembros


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Misión

  • Facilitar el entendimiento de la TV Cable y su lugar en el panorama de medios en Chile y América Latina.

  • Desarrollar la inversión publicitaria en TV Cable, superando los obstáculos de la industria.

  • Promover una distribución equitativa de la inversión publicitaria.


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Objetivo

  • Compartir cifras actualizadas de la televisión de Paga.

  • Discutir nuevos conceptos de mercadeo.


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Los medios tradicionales

ERAN

la fuente principal de entretenimiento

Revolución de la información y los medios


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Los consumidores tienen muchas alternativas


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A tan solo 6 clicks y 2 segundos…


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Los consumidores tienen el control…


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El mundo de hoy es diferente

Necesitamos redefinir nuestros esquemas de comunicación y mercadeo…


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Diferenciar las marcas es cada vez más difícil …


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Hoy todos los productos se pueden duplicar


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Entonces…

¿cómo podemos diferenciar nuestras marcas?


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A través de …

Mensaje publicitario

+

Los medios


Pero los medios han recibido menos importancia como herramienta para la diferenciaci n de marcas l.jpg

Pero los medios han recibido menos importancia como herramienta para la diferenciación de marcas


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Históricamente …

“¡Quiero más alcance!”

“¡Quiero CPMs más bajos!”

“¡Quiero estar en el canal de la Universidad Católica!”


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Las personas buscan algo para ellos, y no para todos…


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¿Hacia dónde va la TV Cable?


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35.0%

35.0%

32.8%

29.6%

La penetración muestra una tendencia de crecimiento

18%

Fuente: IBOPE Media (Chile). Tablas de universos 2004-2007


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La TV Cable tiene una penetración del 35%

Fuente: IBOPE Media (Chile). Tablas de universos 2007


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La TV Cable fragmenta la audiencia de TV Abierta

-42%

Fuente: IBOPE Media (Chile). Media Workstation. Rating promedio anual 2006 Total personas, lunes a domingo, 06:00 a 30:00 hrs.


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Lo que representa un 16% del share de audiencia

Fuente: IBOPE Media (Chile). Media Workstation. Share promedio anual 2006 de TV Cable. Total personas, lunes a domingo, 06:00 a 30:00 hrs.


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Porque nos debemos ajustar a la realidad

  • Los shares de la TV abierta ha disminuido de 84% a 81%

Fuente: IBOPE Media (Chile), Media Work Station, share trimestral Enero 2005-Diciembre 2006. Total día, lunes a domingo, target total personas.


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El share en las personas ABC1 ha mantenido un crecimiento constante

33.9%

31.8%

31.7%

13%

30%

Fuente: IBOPE Media (Chile). Media Workstation. Share promedio anual 2003-2006 En personas ABC1, lunes a domingo, 06:00 a 30:00 hrs.


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La inversión mínima en la TV Cable debe ser de 16%


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¡No hacerlo es obviar el ritmo del mercado!


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Por eso estamos aquí …


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Al Ries: “Hay que alcanzar a la gente que cuenta”


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Frans Kok, MarketResponse


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Frans demostró…

efectividad

=

apreciación

ratings

efectividad


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Frans Kok también concluyó…

  • Existe la transferencia:

    • Buscar congruencia entre el medio ambiente y la marca

    • Los medios transfieren sus cualidades a las marcas que ahí se anuncian


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Dr. Edward C. MalthaouseNorthwestern University

  • Profesor de integrated marketing communications.

  • Especialidad en medios y minería de datos.

  • Autor de publicaciones como Journal Consumer Psychology

  • Co-editor en The Journal of Interactive Marketing


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Media Engagement and Advertising Congruence

EDWARD C. MALTHOUSESills Distinguished Associate Professor of Integrated Marketing Communications

Senior Researcher, Media Management Center

MEDILL SCHOOL OF JOURNALISMNORTHWESTERN UNIVERSITYecm@northwestern.edu


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Overview

  • What is engagement?

  • Why does engagement matter?

    • Engagement causes advertising effectiveness (in addition to execution factors)

    • Experiential congruence between ads and advertising vehicles make ads even more effective

  • How can cable TV leverage its focused, relevant content to attract advertisers?

  • As time permits, which medium is most engaging?


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Two Views of Media

  • Traditional view of Media:

    • Advertising effectiveness depends on the product and creative execution of the ad

    • Media is about optimizing exposure to the ad

  • The New View of Media: Advertising effectiveness depends on

    • The media context of the ad

    • As well as the product and ad execution


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What is Engagement?

  • Marc (1966): How disappointed a person would be “should the magazine stop publication.”

  • Davina Kent, TiVo: “Engagement is the average time spent in a branded experience.”

  • Mark McLaughlin, Yahoo!: “Operationally, Yahoo! defines Engagement on two dimensions: Loyalty (retention of unique users, new visitors per month, average properties/channels per user) and usage (average minutes per day  average days per month, average page views per visit  visits per month, share of minutes spent online). ….”


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Engagement  Usage

  • Instead, Engagement causes usage and me to

    • Be “attentive”

    • Regard it as “one of my favorites”

    • Be “very satisfied” with it or parts of it

    • “Recommend it to a friend”

    • Think “I would miss it if it were no longer published”

  • The absence of Engagement causes me to stop using it

  • Engagement is more fundamental (and actionable) than its consequences. It more actionable because it is more directly under the control of content producers


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What is Engagement?

  • MI4 Committee Working Definition: “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.”

  • Mike Pardee, Scripps Networks: “Scripps defines viewer engagement in terms of four factors: ad receptivity, life enhancing, trusted source, and Near & Dear TV.”


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What is Engagement?

The collective experiences with contentExperiences are the thoughts, feelings and beliefs of readers about their program


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ENGAGEMENT

CONSEQUENCES

OF ENGAGEMENT

Usage and attentiveness

Experience 1

Experience 2

Affective responses

Experience 3

Reactions to

an ad

Engagement: The collective experiences with content


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Our Research Approach

  • (Exploratory Research) Qualitative interviews with consumers generate descriptive statements (items)

    • Watching this TV program gives me something to talk about.

  • (Descriptive Research) Survey (agree-disagree with items)

  • Exploratory factor analysis to identify latent dimensions and purify scales

    • Social “talk-about-it” experience, also indicated by:

    • I bring up things I have seen on this program in conversations with many other people.

    • I use things I have seen on this program in discussions or arguments with other people I know.

    • A big reason I watch it is to make myself more interesting to other people.

    • I give advice and tips to people I know based on things I’ve seen

  • Confirmatory survey and factor analysis (CFA)

  • Higher-order CFA models identify Engagement

  • Evaluate effects on readership and advertising


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Published Engagement Studies


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ESPN Ad


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I am a better person for using this site/watching this show

I like for other people to know I watch this show

Self-Esteem Experience

Reading this newspaper/magazine/site makes me feel good about myself

Watching this news program makes me feel like a better citizen


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I lose myself in the pleasure of watching this program

It’s an escape

Going to this site improves my mood, makes me feel happier

It takes my mind off other things that are going on

Timeout Experience

It’s a quiet time

I like to kick back and wind down with it

I like to go to this site when I am eating or taking a break

Reading/Watching is my time alone

It is my reward for doing other things

I feel less stress after reading it


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I look at the pictures in it and think “Wow!”

It’s an escape

I can picture myself at the scene of the events and places described

I like to picture things in my own mind while I am reading it

Visual / Transportation Experience

I sometimes show a picture in it to someone else

I like to look at the pictures even if I don’t read the story

I like to look at the pictures for a while

Most often I look at the pictures before reading the article


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Timeout and Visual Experiences in Country Home Magazine


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The stories in the news affect me emotionally

When watching the news, I want to learn how stories end

Some stories on the news touch me deep down

Positive Emotional Experience

I find myself wondering how things could have turned out differently

It features people who make you proud

It helps me to see that there are good people in the world

Bold items measure positive emotional experience for TV news


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This newspaper has columns that give good advice

I learn about things to do or places to go in this newspaper

It shows me how to do things the right way

I really like the tips in the magazine

Utilitarian Experience

You learn how to improve yourself from this site.

It helps me make up my mind and make decisions

I look at the magazine as educational. I am gaining knowledge

This site provides information that helps me make important decisions

I get good ideas from this web site


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It addresses issues or topics of special concern to me

I look at it as educational. I am gaining something

It’s important I remember later what I have read

Makes Me Smarter Experience

It updates me on things I try to keep up with

Even if I disagree with information on this site, I feel I have learned something valuable

This program stimulates my thinking about things


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It always has something that surprises me

It often makes me laugh

Entertainment Experience

It is definitely entertaining

I like stories about the weird things that can happen

Once you start surfing around this site, it’s hard to leave

I really do have a lot of fun visiting this site


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I’m as interested in input from other users as I am in the regular content on this site.

A big reason I like this site is what I get from other users.

On-Line Community Experience

Overall, the visitors to this site are pretty knowledgeable about the topics it covers.

This site does a good job of getting its visitors to contribute or provide feedback.

I’ve gotten interested in causes I otherwise wouldn’t have because of this site.

I’d like to meet other people who regularly visit this site.


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Watching the news makes a difference in my life

Watching the news makes me feel like a better citizen

It makes me feel more a part of my community

Civic Experience

Our society would be much weaker without TV news / NP

I count on this NP to investigate wrongdoing

I think people who do not read this NP or one like it are at a disadvantage in life


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I tend to watch TV news at the same time or times each day

I always go through the same routine when I read it

It helps me get my day started in the morning

Routine Experience

It’s part of my daily routine

I use TV news to get my news for the day

This is one of the sites I always go to when I’m surfing the web

I know the layout well and where to find things


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Negativity Experience

There is so much sad and scary news that it is hard to watch.

Too much time is spent on negative things.

Not enough effort is made to cover the good things that happen.

They are always trying to catch people or tear them down.

Hype Experience

The local news that I watch covers accidents and crimes way too much.

I wish they would talk less and show me more.

Too much of what they do is done mainly to try to get more people to watch.

The same stories on the news are repeated day after day.

All-the-Same Experience

The different news programs I watch are all very similar in the way they do the news.

The different news programs all have the same stories.

Selective Surfer Experience

When watching the television news I try to see what stories are coming up so I can catch the ones I want to see and avoid the ones I don’t.

I always wonder what the other news programs are covering when I am watching the news.

I pick and choose what I pay attention to on the news.

I often turn on the news to see if there is anything going on.

Background Experience

I like to have the television news on in the background while I am doing other things.

When I watch the news I prefer to sit and focus on it. (negative loading)

While I’m watching, usually the activity going on in the room around me is on my mind.

Disengagement Experiences


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ENGAGEMENT

CONSEQUENCES

OF ENGAGEMENT

Usage and attentiveness

Experience 1

Experience 2

Affective responses

Experience 3

Reactions to

an ad

Engagement: The collective experiences with content


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Does Media Engagement affect Usage and Reactions to Advertising?

  • Engagement predicts usage across TV News, magazines, web sites and newspapers based on correlations and multiple regressions – see papers for details

  • Engagement-Advertising studies:

    • Magazines: Pure Water ad (n=3654, 100 mags)

    • Newspapers: Pure Water ad (n=4100, 101 NPs)

    • Web: iPod & Orbitz banner ads (n=11541, 7 sites)

    • Magazines: Affinity ad copy-testing study (n=25000, 5,000 ads executions, 72 mags)

    • Magazines: Meredith Study (n=1511, 5 ads, 4 mags)


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Design of Ad Studies

  • Measure experiences with a specific publication

  • Measure confounding variables, e.g., product usage, ad receptivity

  • Show ad that either appeared or tell respondents it will appear in their publication

  • Measure reactions to ad

    • Pure Water: copy test

    • Web: intent to click, copy test

    • Affinity: recall, actions taken

  • Mag and Web studies: context-free control groups

Affinity study: experiences measured after ad measures, no confounding variables measured


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Effect of Some Magazine Experiences on Pure Water Ad

Timeout

Credibility


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Pure Water Ad, 101 Newspapers, 4,100 Respondents

Credibility

Timeout


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Orbitz Ad, 7 Web Sites, 11,541 Respondents

Timeout


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iPod Ad, 7 Web Sites, 11,541 Respondents

Timeout


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5,000 ads, 72 Magazines, 25,000 Respondents

Timeout

Timeout

Engaged readers are those with an average of 3.5 or more on the scale.

Results hold across ads and magazines after controlling for characteristics of execution


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Meredith Congruency Study

http://www.medill.northwestern.edu/faculty/malthouse/congruence.pdf


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Meredith Congruency Study

  • Magazines evaluated on Visual, Timeout, Positive Emotional, Utilitarian, and Inspirational Experiences

  • Ads evaluated on Transportation

    • The ad took my mind off of other things

    • An ad like this is a bit of an escape

    • I could picture myself in the scene of the events in the ad

    • I felt I was right there in the ad experiencing the same thing

  • We compute the experiential congruence between each ad and each magazine


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Average Experience Levels


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Visual Distances Between Ads and Magazines


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Conclusion: we have shown that involvement with web sites, newspapers, and magazines affects reactions to many different ads and vehicles

See papers for multivariate hierarchical linear model analysis – conclusions hold across

Hundreds of Publications in different media

Thousands of Ads

Multiple effectiveness measures (recall, copy test measures, intention to click, attitude toward ad and product),

Even after controlling for general ad liking and product category interest, and comparing with a context-free control group

The more congruent the experiences between the ad and magazine are, the more effective the ad is

Does Media involvement Affect Advertising?


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How can cable TV leverage its focused, relevant content to attract advertisers?

  • Identify a set of experiences that your network delivers and support with data

  • Improve ad effectiveness by

    • Evaluating fit of an ad in a program using our Contextual Fit Index. (Ad Experiences determined through copy testing)

    • Encouraging advertisers to create experiential versions


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Cross-Media Experience and Involvement Comparisons

  • Which medium is most engaging?

  • Compute engagement measures for large samples of web sites, magazines and newspapers (measure = average over respondents)

  • Compare distributions of engagement measures across publications within a medium and across media


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Engagement

Credibility / Trust

Timeout


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Cross-Media Conclusions

  • There are many ways that media can be engaging. Different vehicles within a medium can be stronger or weaker on delivering specific experiences.

  • For each experience, there is substantial variation across titles within a medium.

  • While there are differences in the median engagement/experiences levels across media, there tends to be more variation across titles within a medium.

  • For magazines and to a lesser extent for web sites, there is substantially more variation across titles in experiences than for overall engagement.


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Efectividad publicitariaContexto del medio


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Efectividad publicitariaContexto del medio


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Buscando la afinidad entre…

Consumidor

Marca

Medio


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Algunos ejemplos…


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Ejemplos de Anuncios Locales


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Práctico Económico


C maras digitales chile l.jpg

Cámaras Digitales- Chile -


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¿Quién es el comprador de cámaras digitales?


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Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográfico

Total

Chile

Cámaras

Digitales


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Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográfico

Total

Chile

Cámaras

Digitales

Más del 60% se concentra en NSE ABC1C2

La mitad se concentra entre los 12 y 29 años

Concentraciones demográficas más importantes para cámaras digitales


Perfil demogr fico105 l.jpg

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográfico

Total

Chile

Cámaras

Digitales

TV Abierta

La TV Abierta no se concentra en ningún segmento específico de la población …

Concentraciones demográficas más importantes para cámaras digitales

% arriba del total poblacional de Chile


Perfil demogr fico106 l.jpg

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográfico

Total

Chile

Cámaras

Digitales

Radio

La radio tampoco…

Concentraciones demográficas más importantes para cámaras digitales

% arriba del total poblacional de Chile


Perfil demogr fico107 l.jpg

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográfico

Total

Chile

Cámaras

Digitales

OOH

OOH tiene ligeras concentraciones en jóvenes y gente de NSE medio-alto, pero éstas … no son significativas …

Concentraciones demográficas más importantes para cámaras digitales

% arriba del total poblacional de Chile


Perfil demogr fico108 l.jpg

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográfico

Total

Chile

Cámaras

Digitales

TV Paga

Congruencia en NSE

Congruencia en edades

Concentraciones demográficas más importantes para cámaras digitales

% arriba del total poblacional de Chile


Perfil demogr fico109 l.jpg

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográfico

Cámaras

Digitales

Total

Chile

TV

Abierta

TV

Paga

Radio

OOH

Los medios selectivos, como la TV Paga

ofrecen una audiencia demográficamente

similar a los consumidores de cámaras digitales

Concentraciones demográficas más importantes para cámaras digitales

% arriba del total poblacional de Chile


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Y no solo demográficamente…


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Opiniones y actitudes: Top 2 Box. Top 15 de opiniones generales más representativas para los consumidores de cámaras digitales.

Fuente: TGI Latina 2006. Base personas de Chile

Perfil psicográfico

Cámaras

Digitales

Total

Chile

Index vs.

Total Chile

Preocupadas por el cuidado de su higiene personal.

Interesados en cuestiones internacionales como viajes, culturas y comida extranjera.

Tratan de estar al día en los avances tecnológicos.

Son buscadores de calidad y valor por su dinero…

Opiniones más representativas de los consumidores de cámaras digitales


Perfil psicogr fico112 l.jpg

Opiniones y actitudes: Top 2 Box. Top 15 de opiniones que diferencian a los poseedores de cámaras digitales del resto de la población Chilena.

Fuente: TGI Latina 2006. Base personas de Chile

Perfil psicográfico

Categoría

vs.

Total Chile

Prefiere Canales

de TV Abierta

Prefiere Canales

de TV Paga

Opiniones de los consumidores de cámaras digitales


Perfil psicogr fico113 l.jpg

Opiniones y actitudes: Top 2 Box. Top 15 de opiniones que diferencian a los poseedores de cámaras digitales del resto de la población Chilena.

Fuente: TGI Latina 2006. Base personas de Chile

Perfil psicográfico

Categoría

vs.

Total Chile

Prefiere Canales

de TV Abierta

Prefiere Canales

de TV Paga

Las personas que prefieren canales de TV Paga

tienen una psicografía más cercana

a los consumidores de cámaras digitales.

Index vs. total Chile


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¿Qué canales de televisión son más congruentes con la categoría?


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Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográficoCanales preferidos de TV Abierta*

*Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno

Universidad

Catolica

TV

Cámaras

Digitales

Total

Chile

Tlevisión

Nacional

Red

Televisión

Chilevision

Megavision

Ningún canal de TV Abierta tiene una configuración

demográfica similar a los consumidores de

cámaras digitales …

Concentraciones demográficas más importantes para cámaras digitales

% arriba del total poblacional de Chile


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Preferencia de los canales: Uno de mis favoritos + Muy bueno

Opiniones y actitudes: Top 2 Box.

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil psicográficoCanales preferidos de TV Abierta*

Categoría

vs.

Total Chile

Universidad

Catolica TV

Tlevisión

Nacional

Red

Televisión

Chilevision

Megavision

Tampoco psicográficamente…

Index vs. total Chile


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¿Y los canales de la TV Paga?


Perfil demogr fico canales preferidos de tv paga l.jpg

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil demográficoCanales preferidos de TV Paga*

*Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno

Cámaras

Digitales

Total

Chile

TV Cable I

TV Cable II

TV Cable III

TV Cable IV

TV Cable V

TV Cable VI

En la TV Paga podemos encontrar canales

que son demográficamente congruentes con los

consumidores de cámaras digitales…

Concentraciones demográficas más importantes para cámaras digitales

% arriba del total poblacional de Chile


Perfil psicogr fico canales preferidos de tv paga l.jpg

Preferencia de los canales: Uno de mis favoritos + Muy bueno

Opiniones y actitudes: Top 2 Box.

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

Perfil psicográficoCanales preferidos de TV Paga*

Categoría

vs.

Total Chile

TV Cable I

TV Cable II

TV Cable III

TV Cable IV

TV Cable V

TV Cable VI

También psicográficamente …

Index vs. total Chile


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Los variedad en los canales de TV Paga nos ofrece distintos vehículos de comunicación que tienen alta afinidad hacia los consumidores de ciertas categorías.


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