Kuyera Kubudirira Kwekutengesa Kwemakore Ane Chiuru
- Ndezviuru zvemakore zvakasiyana chaizvoizvo nevatengi mune chimwe chizvarwa-based categories?
- Ndeipi nzira yekutsvaga inonyanya kukoshesa kweMireniyumu: Zvivako paTV kana kutengeserana pamagetsi ejedi?
- Ko, Millennials inogona kunyengetedzwa here kuti inotenga kana kutengesa marongerwo emitambo iri yakasiyana uye yakagadzirirwa iyo imwechete yemusika?
Kuratidza Kubudirira Kubudirira KweMatriki
Kwemakumi emakumi emakore, comScore yakarongedza tsvakurudzo nevakadzi vanopfuura 500 000 kubva kumarudzi mana emarudzi. Zvizvarwa zvezvizvarwa zvinowanzozivikanwa uye zvinosanganisira:
- Makore Ane Chiuru - Vanhu vane makore 16 kusvika ku29
- Chizvarwa X kana GenXers - Vanhu vane makore 30 kusvika ku44
- Baby Boomers - Vanhu vane makore 45 kusvika ku59
- Vakuru - Vanhu vane makore makumi matanhatu kana kupfuura
Zvimwe zvinowanzobatanidzwa zvinoshandiswa kuyera kubudirira kwezvinyorwa zvinosanganisira chiyeuchidzo chekushandira, kubhadhara kubatanidzwa nemashamba, uye kushandiswa kwechikwata pamutambo chaiwo wokutenga. ComScore akadzidza simba rinokurudzira rekutengeswa kweterevhizheni kune vashandisi vachishandisa chiyero chemunhu chinonzi Share of Choice.
The Share of Choice metric inoratidza kuchinja kwekusarudzwa kwevatengi maererano nechigadzirwa pashure pekutsvaga pane chikwata pamusoro pechigadzirwa.
Mhedziso yekutengesa terevhizheni pamutengi kutenga sarudzo inotevera purogiramu-danho rechitsika, nekunyengetedza kunokurudzira zvikuru kune vashandi mumagariro evanhu umo mairi vakura. Ivhareji inowedzera muwandu hwevatengi mune imwe neimwe yezvizvarwa zvina zvinokonzera chigadzirwa pashure pokuona terevhizheni chiziviso nezvechigadzirwa chinoratidzwa pasi apa:
- Millennials = 4.6
- Chizvarwa X = 5.3
- Baby Boomers = 6.4
- Vakwegura = 6.6
Kunyange zvazvo muenzaniso wekunyengetedza kwekutengesa terevhizheni kunooneka pachena mukutsvakurudza kweComScore, dzimwe nyanzvi dzinoti kuitika kunokonzerwa nezvikamu zvehupenyu zvevatengi panzvimbo yehutano hwemapoka evanhu vanoita zvekare vanozoenderera mberi pavanenge vava nemakore uye famba kune dzimwe nyika dzakasiyana-siyana.
Tarisira Mireniyadhi Avo Vanotsamwiswa Nezvi Ads uye Vanoyeuka Vakareba
Chimwe chemaseriki makuru mumutsva weCommScore chaiva chiyeuchidzo chekutengeserana. Mhando mbiri dzekuyeuka dzakayerwa: Kurangarira nokukurumidza uye kunonoka kuyeuka.
- Kamwe kuyeuka kwekutengesa kwaive kuyerwa maminitsi gumi nemashanu mushure mekutarisa mvumo.
- Kuderera kwekuyeuka kwekutengesa kwakayerwa mazuva matatu mushure mokutengeswa kwemaserevhizheni.
Kuyeuka kwemasricric nokukurumidza kunofanirwa kutora kubudirira kweterevhizheni inowanikwa kune vaterevhizi veTV. Izvi zvinoreva kuti chirevo chacho chinoongororwa pamusoro pekuti zvinouya zvakadini mberi kwezvinhu zvose zvinokanganisa uye ruzha runogona kuitika kana vatengi vachiona terevhizheni. Vashambadziri vanotaura kuhutano hunobudiriro hwepadhi sezvo chikwata chinoputika.
Kuzononoka kuyeuka nevaona vaterevhizheni matanho kunoratidza kuti chiziviso chacho chinosiya sei chinyararire kana chisingakanganwiki kune vanoona.
Mhinduro dzevanhu vachitarisa materevhizheni emunharaunda pakutsvakurudzwa kwe comScore dzakasiyana zvakasiyana-siyana munyika dzose dzevanhu. Zviuru zvemakore zvinoratidza uchapupu huri pasi hwehupfumi huripo pane humwe hutsika dzemarudzi. Dynamics dzakawanda dzinogona kunge dzichiri kutamba kuti zvibudise izvi.
Nokusarudza, zviuru zveMireniyali vanopatsanangurira zvavanoita pane zvimwe zviitiko nezvido pane chero nguva ipi zvayo. Makore ane zviuru zvemakore anowanzobatana nemichina yakasiyana-siyana yemadhoni kamwechete. Somuenzaniso, mutengi weMillennial angatarisa terevhizheni, kushandisa piritsiro yavo, uye kutarisa uye kupindura kumagwaro ose pane imwechete.
Zvinotsanangurwa zveMireniyoni zvinowanzotaura kuti izvi zvinowanzoitika nokuti vashandi vaduku vanongotora nguva shomanana kana kuti vane hyper-vanosarura uye vanoda chidimbu chechidimbu chinonyatsotora, chaicho, kana chinofadza.
Apo Mireniyali inotarisa pfungwa dzavo pane chirevo, vanogona kunge vachichiyeuka icho kwenguva yakareba kudarika nhengo dzemamwe mapoka emarudzi.
> Kwakabva:
- > Crang, D. (2012, January). Chirongwa-chizvarwa chezvizvarwa zvekutengesera kuMireniyali. comScore, Inc.
- > Heath, R. (2007 - 2009). Tinofanotaurira sei kutengeserana nekucherechedza? Working Paper Series. School of Management, University of Bath.
- > Webinar: Schiffer, J. (2015, July 29). Kusunungura simba remimhanzi mukugadzira. Media and Entertainment, Nielsen Entertainment.