Media Viewer Segmentation Case Study

The Challenge

The Client is an American global mass media and entertainment company.  They asked Management Science Associates, Inc. (MSA) to conduct a custom segmentation analysis of their TV viewing audiences.  They wanted unique and specific descriptors of key segments, as well as robust insights on those segments, to support advertising sales initiatives.

The goal was to create a segmentation framework based uniquely on just TV viewing behavior derived from respondent-level TV program viewing data.  The segments needed to show rich behavioral and attitudinal insights, beyond just simple demographics.

The Solution

1. Narrow the thousands of panelists into just 250 “nodes” based on program viewing behavior using a set of custom developed, multi-stage, machine-learning algorithms.
2. Take the nodes and classify them into 67 unique clusters, again based on program viewing, but using a separate set of custom developed metrics.
3. Test the clusters using both the art and science of segmentation and ultimately classify all of the panelists into just 20 distinct viewer segments.
4. Observe how the final viewer segments fall into four sub-groups that are predominately oriented to either Females, Males, All Kids or All Adults.

The Result

The study captured meaningful insights into consumers’ identities based solely on the TV programs they watch.  It was determined that when they make their viewing choices they provide clues into their interests, life stage, household composition and socio-economic status.

The final viewer segments and their descriptive profiles were updated regularly, and the names given to the segments became internal language for the client and used when talking about TV viewers.

As a direct result of the study, not only did the Client use the insights provided at the segment level for upfront and other types of ad sales meetings, they were also used for internal and external channel/program promotional marketing and communications initiatives.