Target Marketing To Newscast Audiences: An Exploratory Segmentation Analysis

Abstract

To evaluate the efficacy of any television show as an advertising vehicle or the effectiveness of sponsors’ promotional messages, managerially useful ways of depicting audience segments must be found. Results from this exploratory investigation into characterizations of audiences of locally-produced news programs suggest sponsors should consider measures of viewers’ interests, opinions, and behaviors, as well as receptivity to various program attributes. Viewing behavior patterns also may be informative. But demographics, despite their popularity, seem of little value.