The Demographic Multimedia Map

The method of correspondence map is a geometric method of representing the multidimensional among various sets of variables.  In previous articles, we had shown:

In this article, we take on a even grander challenge --- we wish to produce a correspondence map that considers the relationship between age/sex demographics and choices in three different media (television programs, radio programs and newspaper sections) simultaneously.  The database that we used was the TGI Puerto Rico study.  This is a survey of 7,352 persons age 12 or older who were interviewed during 2001-2002.  During the survey, the respondents were asked to indicate those television programs, radio programs and newspaper sections that they frequently watch, listen and read respectively.  The resulting map is show in the following.  The age/sex demographic groups are show in red.  The television programs appear in blue, the radio programs in purple and the newspaper sections in green.

(data source: TGI Puerto Rico)

Because all three media are displayed simultaneously, we can see the strengths and weaknesses of the media.  Here are some interesting points:

A map like this one gives an easy way to formulate the outline of a media plan.  For any target group, we look for the media vehicles that are proximate.  In some cases, all three media can contribute on the same topical themes in complimentary fashion.  In other cases, some medium may not contribute at all.  In yet other cases, a medium may contribute in a unique way that other media cannot.

(posted by Roland Soong, 6/9/2003)

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