not a minority: light tv viewers in belgium

http://omnimediavore.blogspot.com


In short

• analysis CIM-PMPA research 2009-2010• short(ened) definition of light TV viewer• why do light and non TV viewers matter?• profile in general• who is the female light/non TV Viewer?


• channels with a ‘Belgian’ ratecard • density TV view = frequency x time spent • calculated on total reach (!)

Tool: CIM-PMPA 2009-2010

avg week per dayHEAVY > 1.155 minutes > 3h 37,40% 3.482.100

MEDIUM > 631 and < 1.155 minutes > 1h10 < 3h 22,90% 2.129.000LIGHT > 10 < 630 (!) minutes > 10 min. < 1h10 37,00% 3.442.800NON n/a n/a 2,70% 249.300

Belgian, 12+

Source: CIM-PMPA 2009-2010, National universe, Methodology available on website (FR or DU) : www.cim.be


Why do they matter?

• 4 out of 10 Belgians are light or non TV viewers• that represents 3.692.100 people• 57,5% declare to be Main Responsible for

Purchases

Source: CIM-PMPA 2009-2010, National universe, 12 y.o. and more


Profile

?


Not always that obvious


In general

Compared to the ‘average Belgian’, light or non TV viewers tend to be

• Flemish• active• with kids at home

profile in% Source: CIM-PMPA, National universe, 12 y.o. and more


Social status does matter

Light or non TV viewers • tend to have a higher degree (36,3% vs 27,2% Belgian

pop.)• 1 out of 10 has a managerial function (middle or upper

mgmt)• 1 out of 4 is an employee• 1 out of 5 is a student



Gender doesn’t

51% of light and non TV Viewers

49% of light and non TV Viewers



The Belgian light/non TV viewer

Not a traditional mediavore?

27,7%idx 73

internet

25,8%idx 105

monthlieslight

medium

heavy

never

selectivity

34,4%idx 110

weeklies

29,5%idx 108

dailies

41,6%idx 116

radio

45,7%idx 84

movie theatre


There’s not one media pattern

26,7%idx 128

internet

25,8%idx 104

monthlies

light

medium

heavy

never

selectivity

30,1%idx 97

weeklies

25,3%idx 105

dailies

27,1%idx 91

radio

19,9%idx 120

movie theatre


Does language matter?

Cultural differences


profile in% Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more

28% light users dailies

31% light users weeklies

24,5% light users monthlies

37% light users radio

12% heavy users cinema

29% light users internet

26% light users dailies


26% medium users monthlies



23,5% light users internet


Does language matter?

Not that much!


Does gender matter?



26% medium users dailies


28% light users monthlies

40,5% light users radio


31,5% heavy users internet

31,5% light users dailies

33,5% heavy users weeklies

31% heavy users monthlies


21% light users cinema

29% light users internet


Yes, gender does matter

Women are more print-minded!That’s why Sanoma Media Belgium thinks print is still relevant


Netto reach

Do you wanna reach more than 290.000 French-speaking women who are difficult to reach with TV?

Source: CIM-PMPA, Universe of language is universe of reference, 12 y.o. and more


Coverage & Selectivity

145 150 155 160 165 170 175 1800

5

10

15

20

25

30

35

40

Femmes d'Aujourd'huiFlair FrMarie-Claire FrGaelcombination of 4 titles

French-speaking women, Light/Non TV Viewers(803.000 women in Belgium)


netto coverage

selectivity



French-speaking women, Light/Non TV Viewers, active

(363.000 women in Belgium)


netto coverage

selectivity

170 175 180 185 190 195 200 205 2100

5

10

15

20

25

30

35

40

45

Femmes d'Aujourd'huiFlair FrGaelMarie-Claire Frcombination of 4 titles



French-speaking women, Light/Non TV Viewers, with children



netto coverage

selectivity

120 130 140 150 160 170 180 190 2000

5

10

15

20

25

30

35

40

Femmes d'Aujourd'huiFlair FrGaelMarie-Claire Frcombination of 4 titles


Netto reach

Do you wanna reach more than 520.000 Flemish women who are difficult to reach with TV?




Flemish women, Light/Non TV Viewers(1.089.000 women in Belgium)


netto coverage

selectivity

120 130 140 150 160 170 180 190 200 210 2200

10

20

30

40

50

60

LibelleFlair NlGoedeleFeelingVitayaMarie-Claire NlGlam*itcombination of 7 titles



Flemish women, Light/Non TV Viewers, active(592.000 women in Belgium)


netto coverage

selectivity

140 150 160 170 180 190 200 210 220 230 2400

10

20

30

40

50

60





netto coverage

selectivity

Flemish women, Light/Non TV Viewers, with children


120 140 160 180 200 220 2400

10

20

30

40

50

60



Conclusions

With 4 out of 10 Belgians being light/non users of TV, advertisers have to think about complementary and additionnally media in their communication plans

Women are not more addicted to TV than men. In fact, they represent one half of all the light TV users. And they are definitely more print-minded than their male counterparts


Conclusions

Sanoma Media Belgium has the strong belief that printed magazines are still relevant. Especially, when you want to reach women who are not so fond of television

Not such a bad idea with 41% of the Flemish women and 38,5% of the French-speaking women being LIGHT or NON TV viewers


Want more?

women, tablets, smartphones,

magazines, research, social media, Belgium,...

@vansan2010http://www.slideshare.net/esvean


not a minority: light tv viewers in belgium

Entertainment & Humor

light users dailies31

light users internetprofile

light users radio48

light users radio12

light users radio16

light users cinema31

light users monthlies31

light users weeklies33