| Sparr, a study whose principal aim is to provide an
understanding of the nuances of reader's habits towards newspaper
pullouts and sections, has also taken other media like television
into account as a part of its profiling of media consumption habits.
As far as psychographics were concerned it came out that the underprivileged
escapist person who has no means to sophisticated entertainment
watches the most afternoon television. The aspiring consumer who
is seeking glamour in his life and is proactive watches around 2
hours a day of television. In all, the people surveyed were split
into seven categories. The other categories were the unhappy, the
privileged who enjoy the luxury of travelling often, the constrained,
the unconcerned and the average consumer.
Not surprisingly serials and Star Plus came out on top in the rankings.
Serials had an overall share of 55 per cent. News had a share of
11 per cent while Hindi movies were some distance behind.
Star Plus is skewed towards women with 46 per cent while for men
it is 28 per cent. DD is 11 per cent for the female while eight
per cent for the male. The city was divided into five zones for
the psychographic survey.
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