Characterising zapping-prone individuals

Abstract

Zapping is one of the main problems faced by advertisers and TV networks nowadays. These agents try to lessen zapping behaviour through new advertising and scheduling strategies. However, the first step to solve the problem is to be aware of this behaviour from examining TV viewers in depth. The present work aims to characterise zapping-prone individuals through the analysis of people-meter data. To do so, both hierarchical segmentation techniques as well as non-hierarchical ones are applied using socio-demographic and viewing-behaviour variables. We could infer some interesting contributions for both zapping research and network planning.