Drivers and values of TV4 and TV4 Play viewers

TV4 has all kinds of viewers and they are not unique to us. TV4 viewers are also your consumers and the viewers of our competitors. Below is a summary of the typical TV4 viewer and the typical TV4 Play viewer - taken to the extreme.

In the Orvesto media survey, it is possible to divide respondents into different segmentation groups based on drivers and values. This makes it possible to trace similarities within, and differences between, different groups of people in society. Distinguishing the values that characterize different consumers increases the possibility of communicating with them in the "right" way.

Below is a summary of the typical TV4 viewer and TV4 Play viewer based on the data in Orvesto.

The TV4 viewer

• Are comfortable with their values and opinions. Rarely influenced by others.
• Seeks the experience of stability, security and solidarity.
• Likes order, continuity and recognition.
• The family is important as well as peace and traditions.
• Changes should be slow, planned and informed.
• Important to fulfill one's obligations and carry out tasks, both privately and professionally.
• Prefer to move within their own local area.
• Prefer planned and well-considered purchases to spontaneous shopping. As far as consumption is concerned, utility, usefulness and quality are preferred over pleasure and enjoyment when it comes to justifying the purchase.

The TV4 Play viewer

• Trend-sensitive with high ambition. Make decisions based on emotion.
• Beauty and fashion are important. Quick to follow current fashion trends. Important to look good. Seeking brands that reflect who they are.
• Prefer change on an individual level. Appreciate adventure. Stressful life.
• Happy to try new things, willing to pay more for good design. Be the first with the latest and stand out and be seen.
• Driven and willing to take personal responsibility to bring about change and achieve success, many would like to start a business at some point.
• Strong desire to buy.
• On average per person and year, TV4 Play viewers spend more money on almost all different goods than TV4 viewers. A lot more on clothes, exercise, entertainment, building materials, home electronics and home furnishings.

This shows that TV4 does not have unique viewers, but that we reach many and all types of viewers and users.