Media consumption segmentation

1. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
MEDIA CONSUMPTION
SEGMENTATION

2. Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.
• definition of different media types users
• based on media types time spent
• non-consumers/extra light users
• light users
• middle users
• heavy users
• radio, newspapers, magazines, internet – declaratory
• TV – according to time spent
ENHANCEMENT OF TAM DATA
Possibilities for media segmentation

3. Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.
• Survey LSS BG was conducted with aim reach all panel members from 16 y.o.
• The groups were assigned only to people who participated in BG LSS survey (so they cover only
16+ and those who took part in the survey)
• For the rest of the people in panel at the time when the data were loaded „Not questioned“ was
assigned (so it means that the category is irrelevant for the respondents of BG LSS but some people in
Kite can be in it)
• N/A is the group of people that got into our panel since the BG LSS survey was carried out
MEDIA CONSUMPTION SEGMENTATION
How are the groups defined?

4. Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.
• For TV groups are simply quartiles with respect to TV audience which we measure
• For other media types it was not possible to calculate exact quartiles (because the time spent is
declaratory), so there were boarders for each media type set
MEDIA CONSUMPTION SEGMENTATION
How are the groups defined?
Newspaper
usage
Magazines
usage
Radio
usage
Internet
usage
no user none none none none
week user 1-15 min 1-15 min 1-30 min 1-30 min
medium user 15-60 min 15-30 min 30 - 120 min 30 - 120 min
heavy user 60 min + 30 min + 120 min + 120 min +

5. Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.
ENHANCEMENT OF TAM DATA
Heavy and middle users by GENDER
Source: Neislen Admosphere Bulgaria, LLS Bulgaria, January 2018
57%
61%
61%
50%
57%43%
50%
30%
45%
Internet
Radio
Magazines
Newspapers
Television
39%

6. Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.
ENHANCEMENT OF TAM DATA
Heavy and middle users by AGE
Source: Neislen Admosphere Bulgaria, LLS Bulgaria, January 2018
0
5
10
15
20
25
30
16-25
26-35
36-45
46-5556-65
66-75
76+
TV
Radio
Magazines
Newspaper
Internet