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:

• A Latin American Demographic Map of Internet Activities
• Demographic Profiles of Television Program Audiences
• Demographic Profiles of Magazine Audiences
• Demographic Profiles of Radio Format Audiences
• Radio Stations & Format Genres
• Intermedia Duplications: Television and Radio Program Types

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:

• Erotica appeal to males 18-34.  Due to the nature of its content, it is accessible only on cable television, and not on radio or in newspapers.
• Sports are favored by men 18-64.  Here, the three media all provide coverage and compliment each other --- one can watch a live or tape-delayed game on television, read about the scores and analyses in the newspapers and listen to commentary while driving.
• Fashion and style are favored by younger women, and home decoration and cooking are favored by older women.  Radio does not offer coverage on these two areas, since it is an audio-based media.
• For teenagers, the three media offer different types of coverage.  Radio has many youth-oriented musical formats, which overlap with televised music videos.  Television also offers cartoons.  Newspapers offer comics and movie stories and listings.
• For older people, news and traffic/weather information are covered by all three media.

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)