1. 1. The five primary types of consumer and market data I would consider if I
were Dana Wheeler
– Ratings (the number of viewers) is the key to drive revenue growth. It is very
important for The Fashion Channel to improve their average rating. While The Fashion
Channel’s average rating was 1.0 (1.1 million households), CNN’s average rating was 4.0
(4.4 million households) and Lifetime’s average rating was 3.0 (3.3 million households).
– CPM (cost per thousand) which represented the price that an advertiser would pay for
an “impression”, or moment of viewing. CPM is the crucial data to determine advertising
revenues which is the largest revenue source of The Fashion Channel. The Fashion
Channel’s CPM was $2.00. By increasing the ratings in highly valued demographic
groups, The Fashion Channel could achieve CPM pricing increases from 25% to 75%.
– Competitor Information: The Fashion Channel has two biggest competitors: CNN and
Lifetime. For male segment, The Fashion Channel (39%) is facing with CNN (45%). For
female segment, Lifetime is the biggest competitor with 63% while The Fashion Channel
is 51%. Besides, CNN and Lifetime had higher customer satisfaction scores than The
Fashion Channel’s in research. On consumer interest in viewing, The Fashion Channel had
scored 3.8 while CNN had scored 4.3 and Lifetime had scored 4.5. On awareness, The
Fashion Channel was at 4.1 while CNN scored 4.6 and Lifetime a 4.5. On perceived value,
The Fashion Channel was 3.7, CNN 4.1 and Lifetime 4.4.
– Fashionistas: the group had a high degree of interest in fashion. However, size of cluster
