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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
Unformatted Document Text:  25 33 Nickelodeon 33 -1.350 29 Home Shopping Network 29 -1.520 38 TBN 38 -1.589 20 EWTN 20 -1.699 4 BET 4 -2.095 There are five individuals loaded onto this factor. It is the most demographically diverse category of this sort. The Cash Cows factor contains both the oldest and youngest respondents, 67 and 18 respectively. It is not defined by gender or occupational lines. However, four out five members of this group subscribe to a digital television service. It is presumed that these viewers do not mind spending a few extra dollars to watch the pay cable channels. This is exhibited by the positive loadings for HBO, Cinemax and Showtime. These viewers also might take advantage of the additional access to sporting events and pay-per-view movies these systems sometimes offer. One member of this group actually ordered a pay-per-view movie for his niece to watch just prior to completing the survey. Of course, the obligatory three major networks are also present positively for Factor 1. This propensity earns this factor the moniker of the Cash Cows. This group already spends more than most viewers on their cable packages and they could be enticed to spend more if the offering is deemed worthy. ESPN, Starz, PBS and Nickelodeon differentiate the Cash Cows from the other four factors (See Table 13). Table 13: Distinguishing Statements for Factor 1 (P < .05 ; Asterisk (*) Indicates Significance at P < .01) Both the Factor Q-Sort Value and the Normalized Score are Shown. Factors 1 2 3 4 5 No. Statement No. RNK SCORE RNK SCORE RNK SCORE RNK SCORE RNK SCORE 17 ESPN 17 4 1.34 5 2.09 -3 -1.01 0 0.05 5 2.04 37 Starz 37 1 0.12 -2 -0.62 2 0.85 -2 -0.70 -4 -1.63 50 PBS 50 -4 -1.14* -1 -0.30 1 0.23 4 1.72 3 1.04 33 Nickelodeon 33 -4 -1.35* -2 -0.50 -1 -0.28 -1 -0.32 0 0.12 Table 13 reinforces the previous assessment. A sports and a movie channel are both listed as significant differentiations. Since this group is primarily interested in entertainment it is not surprising a channel like PBS loads negatively for this group. This combined with Nickelodeon also indicate these entertainment seekers tend to avoid entertainment offerings targeted toward younger audiences. To reiterate this factor is defined by two major

Authors: Reber, Bryan. and Harriss, Chandler.
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25
33 Nickelodeon
33 -1.350
29 Home Shopping Network
29 -1.520
38 TBN
38 -1.589
20 EWTN
20 -1.699
4 BET
4 -2.095
There are five individuals loaded onto this factor. It is the most demographically diverse category of this sort. The
Cash Cows factor contains both the oldest and youngest respondents, 67 and 18 respectively. It is not defined by
gender or occupational lines. However, four out five members of this group subscribe to a digital television service. It
is presumed that these viewers do not mind spending a few extra dollars to watch the pay cable channels. This is
exhibited by the positive loadings for HBO, Cinemax and Showtime. These viewers also might take advantage of the
additional access to sporting events and pay-per-view movies these systems sometimes offer. One member of this
group actually ordered a pay-per-view movie for his niece to watch just prior to completing the survey. Of course, the
obligatory three major networks are also present positively for Factor 1. This propensity earns this factor the moniker
of the Cash Cows. This group already spends more than most viewers on their cable packages and they could be
enticed to spend more if the offering is deemed worthy.
ESPN, Starz, PBS and Nickelodeon differentiate the Cash Cows from the other four factors (See Table 13).
Table 13: Distinguishing Statements for Factor 1
(P < .05 ; Asterisk (*) Indicates Significance at P < .01)

Both the Factor Q-Sort Value and the Normalized Score are Shown.
Factors
1
2
3
4
5
No. Statement
No. RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
17 ESPN
17
4 1.34
5 2.09
-3 -1.01
0 0.05
5 2.04
37 Starz
37 1 0.12
-2 -0.62
2 0.85
-2 -0.70
-4 -1.63
50 PBS
50 -4 -1.14*
-1 -0.30
1 0.23
4 1.72
3 1.04
33 Nickelodeon 33 -4 -1.35*
-2 -0.50
-1 -0.28
-1 -0.32
0 0.12
Table 13 reinforces the previous assessment. A sports and a movie channel are both listed as significant
differentiations. Since this group is primarily interested in entertainment it is not surprising a channel like PBS loads
negatively for this group. This combined with Nickelodeon also indicate these entertainment seekers tend to avoid
entertainment offerings targeted toward younger audiences. To reiterate this factor is defined by two major


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