6. SAMPLE Abs. Col % Sex Male 468 49.7% Female 475 50.3% Age 15-24 years old 268 28.4% 25-34 years old 290 30.7% 35-44 years old 269 28.6% 45-49 years old 117 12.4% Education Low education 339 35.9% Medium education 397 42.1% High education 208 22.0% Personal Income Under 800 RON 304 32.2% Between 800-1400 RON 258 27.3% Between 1400-2000 RON 135 14.3% Between 2000-4000 RON 119 12.6% Over 4000 RON 41 4.3% DK 87 9.2% Locality size Small urban (under 50 000 inhabitants) 325 34.4% Medium urban (with 50-199 000 inhabitants ) 261 27.7% Large urban (over 200 000 inhabitants) 211 22.3% Bucharest 147 15.6% TOTAL 943 100%
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8. Bubble size = Awareness% Segmentation Map Celebrities with Medium to Low Popularity Score and Medium to High Burn Percentages : These celebrities have been overexposed or controversial over time (not necessarily on TV, but also on other Media) and are not very liked by selected the target. Celebrities with Medium to High Popularity Score and Medium to High Burn Percentages : These celebrities have been overexposed or controversial over time (not necessarily on TV, but also on other Media), but are still liked by the selected target. Celebrities with Medium to Low Popularity Score and Medium to Low Burn Percentages : These celebrities have not been overexposed or controversial over time (not necessarily on TV, but also on other Media) and are not very liked by the selected target. Celebrities with Medium to High Popularity Score and Medium to Low Burn Percentages : These celebrities have not been overexposed or controversial over time (not necessarily on TV, but also on other Media) and are very liked by the selected target. Awareness – Percentage of those who know the celebrity Popularity – Weighted score from those who Like the celebrity or it is their Favorite Burn – Percentage of those who liked the celebrity, but now are tired of it Low Popularity/High Burn High Popularity/High Burn High Popularity/Low Burn Low Popularity/Low Burn
28. Demographics Affinity: 45-49 y.o . , 35-44 y.o . , <50K Cities, Heavy TV consumers TV Channels Affinity: Pro TV, Acasa Tv, Kanal D, Realitatea Tv, Antena 1 Demographics Affinity: 45-49 y.o . , 35-44 y.o . , Males, Heavy TV consumers, Bucharest TV Channels Affinity: Realitatea Tv, Prima Tv, National Tv, TVR1 Demographics Affinity: 45-49 y.o . , Low Education, Females TV Channels Affinity: National Tv, Kanal D, Pro Tv, Prima Tv, Antena 1, Acasa Tv Demographics: Over 90% Popularity on All Targets (constant levels), with slightly Affinity on: Males, Medium & High Education, 45-49 y.o .; TV Channels: High levels of Popularity are found among those who watched the most (the last month) the following TV channels: Prima TV, B1 TV, Antena1, Discovery, Pro TV Demographics Affinity: Heavy TV consumers , 15-24 y.o ., <50K up to 200 K Cities, Low Education TV Channels Affinity: Antena 1, Sport.ro., National Tv, Kanal D Demographics Affinity: 45-49 y.o . , Low Education, Heavy TV consumers TV Channels Affinity: Acasa Tv, National Tv, Antena 1, Kanal D Demographics Affinity: High Education, 45-49 y.o ., Bucharest TV Channels Affinity: Antena 3 Demographics Affinity: 45-49 y.o . , Female, Light TV Consumers TV Channels Affinity: , Kanal D , Antena 1, Acasa Tv Demographics Affinity: 45-49 y.o . , Low Education, Heavy TV Consumers TV Channels Affinity: National Tv, Acasa Tv, Kanal D Demographics Affinity: Low Education, Female, Heavy TV Consumers TV Channels Affinity: Acasa Tv, National Tv, Kanal D, Antena 1 Demographics Affinity: 45-49 y.o . , 35-44 y.o ., Heavy TV Consumers TV Channels Affinity: Antena 1, National Tv, Kanal D Demographics Affinity: Heavy TV Consumers, Low Education, 45-49 y.o . TV Channels Affinity: Kanal D, National Tv, Acasa Tv
