Plan diffusion is a technique to percolate a media plan across audiences with varied viewing intensities. Today, a media planner builds and evaluates a media plan on a target audience. However, within that target audience there may be clusters with hybrid viewing behaviour. To test this hypothesis, TAM conducted a study and gathered empirical evidence to validate this hypothesis.
Hypothesis of the study
While all planning is based on demographics, even within a demographic there could be disparate viewing behaviours
Objective of the study
To analyze the viewing behaviour of audiences within the same target group on the basis of intensity of viewing.
Based on their intensity of viewing (time spent watching television), the samples were coded as 'Heavy, Medium and Light' viewers of television, using raw data and a special in-house software to adjust the weights of each cell.
Composition of top 300 programmes:
Heavy Viewer 12 genres
Medium Viewer 19 genres
Light Viewer 29 genres
Similar analysis on channels watched also reveals that the 'light' viewer is a flirtatious viewer and is the 'difficult' to catch viewer.