Afternoon soap watcher 'underprivileged escapist': MRUC's Sparr study

MUMBAI: The top line findings of a new research study - Sparr (Sections, Pullouts and Attitudinal Readership Research) - conducted by Media Research Users Council (MRUC) has thrown up some interesting findings around television viewing habits.



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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