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.
• Desarrollar la inversión publicitaria en TV Cable, superando los obstáculos de la industria.
• Promover una distribución equitativa de la inversión publicitaria.
Objetivo
• Compartir cifras actualizadas de la televisión de Paga.
• Discutir nuevos conceptos de mercadeo.
Los medios tradicionales
ERANla fuente principal de entretenimiento
Revolución de la información y los medios
Los consumidores tienen muchas alternativas
A tan solo 6 clicks y
2 segundos…
Los consumidores tienen el control…
El mundo de hoy es diferente
Necesitamos redefinir nuestros esquemas de
comunicación y mercadeo…
Diferenciar las marcas es cada vez más difícil …
Hoy todos los productos se pueden duplicar
Entonces…
¿cómo podemos diferenciar nuestras marcas?
A través de …
Mensaje publicitario
+
Los medios
Pero los medios han recibido
menos importancia como
herramienta para la
diferenciación de marcas
“¡Quiero estar en el canal de
la Universidad Católica!” “¡Quiero más alcance!”Históricamente … “¡Quiero CPMs más bajos!”
Las personas buscan algo para ellos, y no para todos…
¿Hacia dónde va la TV Cable?
La penetración muestra una tendencia de crecimiento
Fuente: IBOPE Media (Chile). Tablas de universos 2004-2007
2004 2005 2006 2007
Incremento 2007
Incremento 2006
Incremento 2005Incremento 2004
29.6%
32.8% 35.0% 35.0%
18%
La TV Cable tiene una penetración del 35%
Penetración de TV Cable
TV Cable35%
Fuente: IBOPE Media (Chile). Tablas de universos 2007
La TV Cable fragmenta la audiencia de TV Abierta
13.8
8.0
6.5
Total Personas sin TV Cable Total Personas con TV Cable
TV Abierta TV de Paga
-42%
Fuente: IBOPE Media (Chile). Media Workstation. Rating promedio anual 2006 Total personas, lunes a domingo, 06:00 a 30:00 hrs.
Lo que representa un 16% del share de audiencia
Share de TV Cable
TV Cable16%
Fuente: IBOPE Media (Chile). Media Workstation. Share promedio anual 2006 de TV Cable. Total personas, lunes a domingo, 06:00 a 30:00 hrs.
Target Total Personas
84.4%
81.3%
75%
80%
85%
90%
2005 1erTrimestre
2005 2doTrimestre
2005 3erTrimestre
2005 4toTrimestre
2006 1erTrimestre
2006 2doTrimestre
2006 3erTrimestre
2006 4toTrimestre
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.
El share en las personas ABC1 ha mantenido un crecimiento constante
2003 2004 2005 2006
Incremento 2006
Incremento 2005
Incremento 2004
30%
31.7%31.8%
33.9%
Fuente: IBOPE Media (Chile). Media Workstation. Share promedio anual 2003-2006 En personas ABC1, lunes a domingo, 06:00 a 30:00 hrs.
13%
La inversión mínima en la TV Cable debe ser de 16%
¡No hacerlo es obviar el ritmo del mercado!
Por eso estamos aquí …
Al Ries: “Hay que alcanzar a la gente que cuenta”
Frans Kok, MarketResponse
Frans demostró…
ratings≠
efectividad
efectividad=
apreciación
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
Dr. Edward C. Malthaouse Northwestern 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
Media Engagement and Advertising
Congruence
EDWARD C. MALTHOUSEEDWARD C. MALTHOUSESills Distinguished Associate Professor of Integrated Marketing Sills Distinguished Associate Professor of Integrated Marketing
CommunicationsCommunications
Senior Researcher, Media Management CenterSenior Researcher, Media Management Center
MEDILL SCHOOL OF JOURNALISMMEDILL SCHOOL OF JOURNALISMNORTHWESTERN UNIVERSITYNORTHWESTERN UNIVERSITY
[email protected]@northwestern.edu
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?
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
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). ….”
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
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.”
What is Engagement?
The collective experiences with content
Experiences are the thoughts, feelings and beliefs of readers about
their program
ENGAGEMENT
Experience 2
Experience 1
Experience 3
CONSEQUENCESOF ENGAGEMENT
Usage and attentiveness
Reactions to an ad
Affective responses
Engagement: The collective experiences with content
Our Research Approach1. (Exploratory Research) Qualitative interviews with consumers
generate descriptive statements (items)– Watching this TV program gives me something to talk about.
2. (Descriptive Research) Survey (agree-disagree with items)3. 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
4. Confirmatory survey and factor analysis (CFA)5. Higher-order CFA models identify Engagement6. Evaluate effects on readership and advertising
Published Engagement StudiesMedium Publications
StudiedTotal
Sample Size
Experiences Identified or
Studied
TV News 5 1386 12
Newspapers 101
52
10,858
4,444
44
33
Magazines 100
72
4
4,347
25,000
1,511
39
4
6
Media Web Sites
39
7
3
2,127
11,541
810
22
22
22
Self-Esteem
Experience
Reading this newspaper/magazine/
site makes me feel good about myself
I like for other people to know I watch this show
I am a better person for using this site/watching this
show
Watching this news program makes me feel
like a better citizen
Timeout Experience
It’s a quiet time
It takes my mind off other things that are
going on
I like to go to this site when I am eating or
taking a break
I lose myself in the pleasure of watching
this program
I like to kick back and wind down
with it
It’s an escape
It is my reward for doing other things
I feel less stress after reading it
Reading/Watching is my time alone
Going to this site improves my mood,
makes me feel happier
Visual / Transporta
tion Experience
I sometimes show a picture in it to someone else
I like to picture things in my own mind while
I am reading it
I can picture myself at the scene of the events and places described
I look at the pictures in it and think “Wow!”
I like to look at the pictures for a
while
It’s an escape
Most often I look at the pictures before reading the article
I like to look at the pictures even if I don’t
read the story
Timeout and Visual Experiences in Country Home Magazine
Positive Emotional Experience
When watching the news, I want to learn
how stories end
I find myself wondering how things could have turned out differently
It helps me to see that there are good people in the world
Some stories on the news touch me deep down
The stories in the news affect me emotionally
It features people who make you proud
Bold items measure positive emotional experience for TV news
Utilitarian Experience You learn how to
improve yourself from this site.
I really like the tips in the magazine
It helps me make up my mind and make
decisions
This site provides information that helps me make important
decisions
I look at the magazine as educational. I am gaining knowledge
It shows me how to do things the right way
I learn about things to do or places to go in
this newspaper
This newspaper has columns that give good
advice
I get good ideas from this web site
Makes Me Smarter
Experience
I look at it as educational. I am gaining something
It’s important I remember later
what I have read
Even if I disagree with information on this site, I
feel I have learned something valuable
It addresses issues or topics of special concern to me
It updates me on things I try to keep up with
This program stimulates my thinking about things
Entertainment
Experience
It is definitely entertaining
It always has something that surprises me
I like stories about the weird things that can
happen
Once you start surfing around this site, it’s hard
to leaveI really do have a lot of
fun visiting this site
It often makes me laugh
On-Line Community Experience
Overall, the visitors to this site are pretty knowledgeable about the topics it covers.
A big reason I like this site is what I
get from other users.
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.
I’m as interested in input from other users as I am in the regular content on this
site.
Civic Experience
Watching the news makes me feel like a
better citizen
Our society would be much weaker without
TV news / NP
I think people who do not read this NP or one like it are
at a disadvantage in life
It makes me feel more a part of my
community
Watching the news makes a difference in
my life
I count on this NP to investigate wrongdoing
Routine Experience
It helps me get my day started in the morning
I always go through the same routine
when I read it
I use TV news to get my news for the day
I tend to watch TV news at the same time
or times each day
It’s part of my daily routine
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
Disengagement Experiences• 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.
ENGAGEMENT
Experience 2
Experience 1
Experience 3
CONSEQUENCESOF ENGAGEMENT
Usage and attentiveness
Reactions to an ad
Affective responses
Engagement: The collective experiences with content
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)
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
1 1.5 2 2.5 3 3.5 4 4.5 5
Engagement
Trust
Sophisticated
Utilitarian
Social
Intrinsic
Copy Testing Score
Not Engaged Engaged
Effect of Some Magazine Experiences on Pure Water Ad
Timeout
Credibility
Pure Water Ad, 101 Newspapers, 4,100 Respondents
1 1.5 2 2.5 3 3.5 4 4.5 5
Engagement
Intrinsic
Social
Sophisticated
Trust
Copy Testing Score
Not Engaged Engaged
Timeout
Credibility
Orbitz Ad, 7 Web Sites, 11,541 Respondents
1 2 3 4 5 6 7
Makes Me Smarter
Intrinsic
Utilitarian
Connects me withOthers
Social
Intention to Click
Not Engaged Engaged
Timeout
iPod Ad, 7 Web Sites, 11,541 Respondents
1 2 3 4 5 6 7
Makes Me Smarter
Intrinsic
Utilitarian
Connects me withOthers
Social
Intention to Click
Not Engaged Engaged
Timeout
5,000 ads, 72 Magazines, 25,000 Respondents
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
0
10
20
30
40
50
60
70
Per
cen
t W
ho
Rec
alle
d A
d
Not Engaged Engaged
0
10
20
30
40
50
60
70
Per
cen
t w
ith
Act
ion
s T
aken
Not Engaged Engaged
Tim
eout
Tim
eout
Meredith Congruency
Study
http://www.medill.northwestern.edu/faculty/malthouse/congruence.pdf
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
Average Experience Levels
Visual 4.19 4.06 3.42 3.38
Timeout 4.07 3.79 3.81 3.70
Behr Neutrogena Woolrich Neosporin
Better Homes and Gardens
0.14 1.28 0.32 0.09
Country Home
0.27 1.41 0.19 0.22
Fitness 0.50 0.64 0.96 0.55
Parents 0.54 0.60 1.00 0.59
Visual Distances
Between Ads and
Magazines
Ad-Magazine Visual Congruence
Ave
rage
Atti
tude
tow
ards
the
Pro
duct
4.0
4.5
5.0
5.5
Low High
Ad-Magazine Visual Congruence
Ave
rage
Atti
tude
tow
ards
the
Ad
3.5
4.0
4.5
5.0
Low High
Ad-Magazine Timeout Congruence
Ave
rage
Atti
tude
tow
ards
the
Pro
duct
4.0
4.5
5.0
5.5
Low High
Ad-Magazine Timeout Congruence
Ave
rage
Atti
tude
tow
ards
the
Ad
3.5
4.0
4.5
5.0
Low High
Does Media involvement Affect Advertising?
• 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
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
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
2.5
3.0
3.5
4.0
NP1 NP2 Mag Web1
Involvement
2.5
3.0
3.5
4.0
NP1 NP2 Mag Web1
Utilitarian
2.5
3.0
3.5
4.0
NP1 NP2 Mag Web1
Source2.
53.
03.
54.
0
NP1 NP2 Mag Web1
Intrinsic2.
53.
03.
54.
0
NP1 NP2 Mag Web1
Positive Emotional
2.5
3.0
3.5
4.0
NP1 NP2 Mag Web1
SocialTimeout
Engagement Credibility / Trust
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.
Efectividad publicitaria
Contexto del medio
Efectividad publicitaria
Contexto del medio
Consumidor
MarcaMedio
Buscando la afinidad entre…
Algunos ejemplos…
Ejemplos de Anuncios Locales
Práctico
Económico
Cámaras Digitales
- Chile -
¿Quién es el comprador de
cámaras digitales?
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
Total Chile
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
CámarasDigitales
Perfil demográfico
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
Concentraciones demográficas más importantes para cámaras digitales
Más del 60% se concentra en
NSE ABC1C2
La mitad se concentra
entre los 12 y 29 años
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
Total Chile
CámarasDigitales
Perfil demográfico
ABC1 31% 11% 11% 23% 10% 12%
C2 36% 22% 22% 34% 22% 23%
C3 22% 28% 28% 22% 28% 28%
D 11% 39% 39% 20% 39% 37%
Male 53% 49% 49% 51% 47% 49%
Female 47% 51% 51% 49% 53% 51%
12 - 19 19% 18% 18% 19% 18% 19%
20 - 24 13% 10% 10% 13% 9% 11%
25 - 29 15% 10% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 17% 16% 15% 15% 15% 15%
55 - 64 6% 10% 10% 8% 10% 9%
65 - 75 1% 7% 7% 4% 6% 5%
Single 44% 42% 42% 46% 42% 43%
Son/daughter 43% 35% 35% 43% 35% 37%
Student 34% 25% 26% 33% 25% 27%
% arriba del total poblacional de Chile
La TV Abierta no se
concentra en
ningún segmento
específico de la
población …
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
Concentraciones demográficas más importantes para cámaras digitales
Total Chile
CámarasDigitales
TV AbiertaPerfil demográfico
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 31% 11% 11% 23% 10% 12%
C2 36% 22% 22% 34% 22% 23%
C3 22% 28% 28% 22% 28% 28%
D 11% 39% 39% 20% 39% 37%
Male 53% 49% 49% 51% 47% 49%
Female 47% 51% 51% 49% 53% 51%
12 - 19 19% 18% 18% 19% 18% 19%
20 - 24 13% 10% 10% 13% 9% 11%
25 - 29 15% 10% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 17% 16% 15% 15% 15% 15%
55 - 64 6% 10% 10% 8% 10% 9%
65 - 75 1% 7% 7% 4% 6% 5%
Single 44% 42% 42% 46% 42% 43%
Son/daughter 43% 35% 35% 43% 35% 37%
Student 34% 25% 26% 33% 25% 27%
La radio tampoco…
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
Total Chile
CámarasDigitales
Radio
% arriba del total poblacional de Chile
Concentraciones demográficas más importantes para cámaras digitales
Perfil demográficoABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 31% 11% 11% 23% 10% 12%
C2 36% 22% 22% 34% 22% 23%
C3 22% 28% 28% 22% 28% 28%
D 11% 39% 39% 20% 39% 37%
Male 53% 49% 49% 51% 47% 49%
Female 47% 51% 51% 49% 53% 51%
12 - 19 19% 18% 18% 19% 18% 19%
20 - 24 13% 10% 10% 13% 9% 11%
25 - 29 15% 10% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 17% 16% 15% 15% 15% 15%
55 - 64 6% 10% 10% 8% 10% 9%
65 - 75 1% 7% 7% 4% 6% 5%
Single 44% 42% 42% 46% 42% 43%
Son/daughter 43% 35% 35% 43% 35% 37%
Student 34% 25% 26% 33% 25% 27%
OOH tiene ligeras
concentraciones en
jóvenes y gente de
NSE medio-alto,
pero éstas … no
son significativas …
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
Total Chile
CámarasDigitales
OOH
% arriba del total poblacional de Chile
Concentraciones demográficas más importantes para cámaras digitales
Perfil demográficoABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
ABC1 11% 31% 11% 23% 10% 12%
C2 22% 36% 22% 34% 22% 23%
C3 28% 22% 28% 22% 28% 28%
D 39% 11% 39% 20% 39% 37%
Male 49% 53% 49% 51% 47% 49%
Female 51% 47% 51% 49% 53% 51%
12 - 19 18% 19% 18% 19% 18% 19%
20 - 24 10% 13% 10% 13% 9% 11%
25 - 29 10% 15% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 16% 17% 15% 15% 15% 15%
55 - 64 10% 6% 10% 8% 10% 9%
65 - 75 7% 1% 7% 4% 6% 5%
Single 42% 44% 42% 46% 42% 43%
Son/daughter 35% 43% 35% 43% 35% 37%
Student 25% 34% 26% 33% 25% 27%
Congruencia en NSE
Congruencia en
edades
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
Total Chile
CámarasDigitales
TV Paga
% arriba del total poblacional de Chile
Concentraciones demográficas más importantes para cámaras digitales
Perfil demográficoABC1 31% 11% 11% 23% 10% 12%
C2 36% 22% 22% 34% 22% 23%
C3 22% 28% 28% 22% 28% 28%
D 11% 39% 39% 20% 39% 37%
Male 53% 49% 49% 51% 47% 49%
Female 47% 51% 51% 49% 53% 51%
12 - 19 19% 18% 18% 19% 18% 19%
20 - 24 13% 10% 10% 13% 9% 11%
25 - 29 15% 10% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 17% 16% 15% 15% 15% 15%
55 - 64 6% 10% 10% 8% 10% 9%
65 - 75 1% 7% 7% 4% 6% 5%
Single 44% 42% 42% 46% 42% 43%
Son/daughter 43% 35% 35% 43% 35% 37%
Student 34% 25% 26% 33% 25% 27%
ABC1 31% 11% 11% 23% 10% 12%
C2 36% 22% 22% 34% 22% 23%
C3 22% 28% 28% 22% 28% 28%
D 11% 39% 39% 20% 39% 37%
Male 53% 49% 49% 51% 47% 49%
Female 47% 51% 51% 49% 53% 51%
12 - 19 19% 18% 18% 19% 18% 19%
20 - 24 13% 10% 10% 13% 9% 11%
25 - 29 15% 10% 10% 12% 9% 10%
30 - 34 10% 10% 10% 12% 11% 10%
35 - 44 20% 20% 19% 19% 21% 20%
45 - 54 17% 16% 15% 15% 15% 15%
55 - 64 6% 10% 10% 8% 10% 9%
65 - 75 1% 7% 7% 4% 6% 5%
Single 44% 42% 42% 46% 42% 43%
Son/daughter 43% 35% 35% 43% 35% 37%
Student 34% 25% 26% 33% 25% 27%
Total Chile
CámarasDigitales
TV Abierta
TV Paga
Radio OOH
Los medios selectivos, como la TV Paga
ofrecen una audiencia demográficamente
similar a los consumidores de cámaras digitales
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
% arriba del total poblacional de Chile
Concentraciones demográficas más importantes para cámaras digitales
Perfil demográfico
Y no solo demográficamente…
Perfil psicográfico
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
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…
Cámaras Digitales
Total Chile
Opiniones más representativas de los consumidores de cámaras digitales
Es importante tener una relación estable con una persona
79%
Vale la pena pagar un poco mas por productos higiénicos de buena calidad
79%
Me gusta viajar y conocer lugares exóticos 77%
Me gusta tener objetos de buena calidad 73%
Generalmente planeo la compra de artículos costosos
72%
Estoy interesado en otras culturas y países 69%
Estoy dispuesto a pagar más por una bebida de calidad
67%
Busco la mayor cantidad de información antes de comprar un equipo electrónico
65%
Trato de mantenerme al día en los avances tecnológicos
63%
Disfruto la comida extranjera 59%
70% 113
70% 113
68% 114
65% 112
62% 116
60% 115
52% 128
55% 118
47% 133
43% 136
Index vs. Total Chile
Perfil psicográficoOpiniones 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
Prefiere Canales de TV Abierta
Prefiere Canales de TV Paga
100
100
99
97
99
97
100
99
101
98
99
98
104
102
104
104
105
104
117
113
Opiniones de los consumidores de cámaras digitales
Categoríavs.
Total Chile
Perfil psicográficoOpiniones 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
Prefiere Canales de TV Abierta
Prefiere Canales de TV Paga
Categoríavs.
Total Chile
100
100
99
97
99
97
100
99
101
98
99
98
104
102
104
104
105
104
117
113
111 +
105 - 110
100 - 104
Index vs. total Chile
Las personas que prefieren canales de TV Paga
tienen una psicografía más cercana
a los consumidores de cámaras digitales.
¿Qué canales de televisión son
más congruentes con la
categoría?
ABC1 31% 11% 12% 9% 10% 4% 5% 13%
C2 36% 22% 27% 19% 21% 12% 16% 14%
C3 22% 28% 28% 29% 31% 31% 36% 25%
D 11% 39% 34% 43% 37% 53% 43% 49%
Male 53% 49% 39% 47% 53% 44% 60% 46%
Female 47% 51% 61% 53% 47% 56% 40% 54%
12 - 19 19% 18% 25% 24% 15% 29% 20% 27%
20 - 24 13% 10% 8% 8% 7% 8% 11% 13%
25 - 29 15% 10% 10% 10% 8% 7% 9% 7%
30 - 34 10% 10% 9% 10% 11% 8% 10% 10%
35 - 44 20% 20% 16% 17% 21% 20% 18% 7%
45 - 54 17% 16% 15% 13% 19% 14% 15% 8%
55 - 64 6% 10% 11% 11% 12% 10% 12% 15%
65 - 75 1% 7% 5% 7% 7% 5% 6% 14%
Perfil demográficoCanales preferidos de TV Abierta*
CámarasDigitales
Total Chile
UniversidadCatolica
TV
TlevisiónNacional
Chilevision MegavisionRed
Televisión
Ningún canal de TV Abierta tiene una configuración
demográfica similar a los consumidores de
cámaras digitales …
% arriba del total poblacional de Chile
Concentraciones demográficas más importantes para cámaras digitales
*Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
Es importante tener una relación estable con una persona
79%
Vale la pena pagar un poco mas por productos higiénicos de buena calidad
79%
Me gusta viajar y conocer lugares exóticos 77%
Me gusta tener objetos de buena calidad 73%
Generalmente planeo la compra de artículos costosos
72%
Estoy interesado en otras culturas y países 69%
Estoy dispuesto a pagar más por una bebida de calidad
67%
Busco la mayor cantidad de información antes de comprar un equipo electrónico
65%
Trato de mantenerme al día en los avances tecnológicos
63%
Disfruto la comida extranjera 59%
70% 113
70% 113
68% 114
65% 112
62% 116
60% 115
52% 128
55% 118
47% 133
43% 136
95
96
96
99
104
97
97
101
115
98
93
96
95
94
95
95
100
101
109
96
99
96
97
99
99
99
97
100
102
91
98
95
94
90
93
83
95
95
102
89
98
91
105
97
92
93
96
104
94
88
UniversidadCatolica TV
TlevisiónNacional
Chilevision MegavisionRed
Televisión
Preferencia de los canales: Uno de mis favoritos + Muy buenoOpiniones y actitudes: Top 2 Box.
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
Perfil psicográficoCanales preferidos de TV Abierta*
Categoríavs.
Total Chile
111 +
105 - 110
100 - 104
Index vs. total Chile
Tampoco psicográficamente…
¿Y los canales de la TV Paga?
ABC1 31% 11% 31% 35% 31% 24% 31% 37%
C2 36% 22% 39% 40% 54% 32% 48% 43%
C3 22% 28% 14% 14% 9% 24% 11% 16%
D 11% 39% 16% 12% 6% 19% 10% 4%
Male 53% 49% 38% 58% 54% 50% 35% 49%
Female 47% 51% 62% 42% 46% 50% 65% 51%
12 - 19 19% 18% 25% 20% 18% 22% 22% 45%
20 - 24 13% 10% 26% 11% 21% 11% 11% 16%
25 - 29 15% 10% 11% 15% 20% 13% 19% 15%
30 - 34 10% 10% 13% 10% 16% 13% 12% 10%
35 - 44 20% 20% 10% 18% 14% 22% 17% 3%
45 - 54 17% 16% 8% 16% 8% 10% 11% 7%
55 - 64 6% 10% 5% 7% 3% 6% 8% 4%
65 - 75 1% 7% 1% 3% 1% 2% 1% 1%
CámarasDigitales
Total Chile
TV Cable I
TV Cable II
TV Cable III
TV Cable V
TV Cable VI
TV Cable IV
Perfil demográficoCanales preferidos de TV Paga*
% arriba del total poblacional de Chile
Concentraciones demográficas más importantes para cámaras digitales
*Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
En la TV Paga podemos encontrar canales
que son demográficamente congruentes con los
consumidores de cámaras digitales…
Es importante tener una relación estable con una persona
79%
Vale la pena pagar un poco mas por productos higiénicos de buena calidad
79%
Me gusta viajar y conocer lugares exóticos 77%
Me gusta tener objetos de buena calidad 73%
Generalmente planeo la compra de artículos costosos
72%
Estoy interesado en otras culturas y países 69%
Estoy dispuesto a pagar más por una bebida de calidad
67%
Busco la mayor cantidad de información antes de comprar un equipo electrónico
65%
Trato de mantenerme al día en los avances tecnológicos
63%
Disfruto la comida extranjera 59%
70% 113
70% 113
68% 114
65% 112
62% 116
60% 115
52% 128
55% 118
47% 133
43% 136
98
113
105
107
123
111
125
116
130
121
94
112
118
108
115
133
120
121
132
142
98
106
111
122
115
115
110
99
149
116
95
100
102
102
108
112
92
105
132
120
97
114
125
94
109
143
105
108
135
130
97
106
112
99
125
114
112
119
149
145
Categoríavs.
Total Chile
Perfil psicográficoCanales preferidos de TV Paga*
Preferencia de los canales: Uno de mis favoritos + Muy buenoOpiniones y actitudes: Top 2 Box.
Fuente: TGI Latina 2006 W I+II. Base personas en Chile
111 +
105 - 110
100 - 104
Index vs. total Chile
TV Cable I
TV Cable II
TV Cable III
TV Cable V
TV Cable VI
TV Cable IV
También psicográficamente …
Los variedad en los canales de TV Paga
nos ofrece distintos vehículos de
comunicación que tienen alta afinidad
hacia los consumidores de ciertas
categorías.