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Nelson Education > School > Business > The World of Marketing > Student Centre > E-Activities > Chapter 4
 

Chapter 4: Marketing Research

E-ACTIVITY: MEDIA RESEARCH (p. 148)

Activity: Analyse Television Viewing Behaviour

One of the most important and most expensive mediums used to attract consumers is television. Before using this medium, the marketer must be sure that it will reach the largest number of consumers for the least amount of cost. Not only must the marketer know what market this media reaches, but he or she must know when, and what station or network will attract the largest target market.

In this activity, you will find out how your favourite television program rates and learn about one of the most notable market research companies, Nielsen Media Research, and how they conduct quantitative research.

  1. On a piece of paper, write down your favourite television program for each day of the week using a form similar to the one below. Click here to download this organizer.

 

Day of the Week
My Favourite TV Program On
Most Watched Program
Number of Viewers (000s)
House (Time Slot)
Sunday        
Monday        
Tuesday        
Wednesday        
Thursday        
Friday        
Saturday        

 

 

  1. Visit the following Canoe.ca Web site and view the Canadian National TV Ratings chart produced by Jam! Showbiz. Follow the links to the days of the week at the bottom of the chart. In your chart, record the name of the highest rated or most watched program for each day. Record how many viewers watched the program and the time that the program was aired. Then answer the following questions:
    • How does your television-watching pattern compare with those of other Canadians?
    • If you were the marketer for a national brand name product targeted to any age group, what program and what time slot would you select to reach the greatest number of potential consumers?
  2. Then visit the Canadian Regional TV Ratings section of the Canoe.ca Web site. Refine your research to include a breakdown of ratings numbers for Toronto and Vancouver. Click here to download this organizer.

 

BREAKDOWN OF TV RATINGS BY AREA AND DEMOGRAPHIC

Situation
Number 1 Program
%
Number of Viewers (000s)
Station
Time
A marketer for a brand name product targeted to teens in the Toronto region on Sunday night          
A marketer of a national brand who wishes to target males, 18-49, on Thursday night          
A marketer in the Vancouver Region who wants to target females, 18-49, on Tuesday night          
A marketer who wishes to target French teens on a Friday