To filter the news stories below to just the area you want, please choose a category from the drop-down list. Want to search on a keyword? Please use the search box to the right.
The concept that ‘not all housewives are female’ was one that took some time for the industry to fully take account of within its main media measurements. TGI began to specifically research and report on the ‘male housewife’ ten years ago. With hindsight it is probably always a preferred route to simply ask the respondent about actual behaviour (in this case ‘household shopping’) and to segment accordingly. Otherwise the researcher is imposing a presumption, and sampling according to that, rather than on the basis of reality.
Up until this year the data shows that, while female housewives had increased in…
Click here to read more and comment
The so-called ‘congestion charging’ for vehicles entering Central London is just a few months away (17th February 2003). Its impact could be far-ranging with regard to the economy of the capital and to the media owners who rely on those population flows to provide their audiences.
Overall the scheme is reported to be seeking to persuade 15% of commuting drivers to switch to public transport – a move which, it is hoped, will reduce vehicle delays by between 20 and 30%. Transport for London are, for instance, predicting that some 2% of motorists will switch to the Tube.
Click here to read more and comment
Of all the recent advances in the field of in-home entertainment systems, the DVD player is surely one of the most prominent and impactful. But how speedy has its adoption by consumers been, what growth can we foresee for the future and how comfortably does it sit alongside what is - in some respects at least - its rival, the VCR? Recently released data from TGI offers us a valuable insight.
Since DVDs were first measured on TGI in the data released in spring 2001, the penetration of DVD player ownership has almost doubled. Back in spring last year…
Click here to read more and comment
Lumping together all 15-34’s as a single target audience has always been a function of available sample sizes rather than one of marketing sense. Any examination of actual consumer behaviour reveals just how flawed such an all-embracing segmentation can be – and the release of the new TGI Lifestage categories merely serves to emphasise this fact.
Fifteen to thirty fours (of which there are some 15.5million in GB) can actually fall into any one of seven (out of a total of twelve) different Lifestage categories which are dependent on the membership structure of the household in which they live.
Click here to read more and comment
Housewives and shoppers
