Media Figures 110
ScottiSh Media conSuMption habitS
Age Group Sex Social Class
15-24 25-34 35-44 45-54 55-64 65+ Men Women AB C1 C2 DE
NEWSPAPERS
All News Heavy 110 113 85 109 109 85 114 87 84 92 113 110
All News Medium 88 83 86 96 108 129 94 106 120 92 99 94
All News Light 98 110 134 106 73 81 91 108 99 127 82 87
All News None 130 92 147 42 108 80 87 113 66 83 104 139
INTERNET
Internet User 118 126 126 106 86 53 105 96 123 112 97 73
Heavy Internet (most days) 142 143 133 114 64 30 108 92 147 118 95 52
Medium Internet (2- 3 times/week) 91 78 144 107 114 69 104 97 103 107 100 90
Light Internet (less often) 61 108 100 87 138 102 95 105 63 103 100 123
CINEMA
Heavy Cinema (1+month) 245 167 92 67 60 14 109 92 140 121 75 68
Medium Cinema (2-6/year) 127 155 152 82 68 35 97 103 148 107 90 65
Light Cinema (<2/year) 72 81 113 140 81 105 102 99 89 91 130 96
POSTER
Poster Exposure Heavy 110 140 120 112 71 61 122 80 95 110 111 86
Poster Exposure Medium 128 103 97 87 108 85 96 103 129 93 100 85
Poster Exposure Light 60 67 88 107 113 147 88 111 77 101 92 121
TELEVISION
All ITV1 97 92 101 101 104 103 98 102 98 98 103 102
Heavy ITV 41 61 92 104 136 147 53 144 39 50 116 182
Heavy-Medium ITV 111 78 68 107 111 124 65 132 49 87 151 112
Medium ITV 70 86 107 99 115 115 100 100 71 98 107 118
Light ITV 117 102 106 102 92 87 111 90 130 107 88 80
Never View ITV 144 237 88 78 39 47 128 75 141 133 53 73
Heavy C4 176 92 74 73 91 102 91 108 81 88 96 129
Medium C4 89 85 118 107 100 97 102 98 102 109 109 83
Light C4 55 111 100 109 109 110 107 94 122 101 92 89
Never View C4 43 139 124 135 97 68 101 100 75 105 111 105
Heavy Five 102 76 94 88 113 120 102 98 59 73 92 162
Medium Five 79 97 96 110 112 104 98 102 104 92 110 98
Light Five 92 93 106 106 102 99 103 97 110 112 100 81
Never View Five 127 130 99 91 77 85 96 104 110 107 96 88
Heavy GMTV 94 85 78 109 113 121 66 131 39 89 90 163
Medium GMTV 29 77 129 137 110 108 76 122 104 88 93 114
Light GMTV 105 100 123 95 101 80 101 99 77 110 103 104
Heavy Sat/Cable/ Digital 137 88 87 93 93 105 108 93 49 88 116 138
Medium Sat/Cable/ Digital 122 121 93 107 102 70 112 89 102 99 100 99
Light Sat/Cable/ Digital 66 113 127 108 98 87 94 106 137 112 93 65
RADIO
Heavy commercial radio 37 102 125 164 100 72 118 84 78 78 105 134
Medium commercial radio 64 105 131 130 84 85 115 87 109 103 116 79
Light commercial radio 129 124 115 92 67 81 100 100 88 121 103 85
Non commercial radio 111 86 81 82 119 118 89 110 105 96 90 108
LIFESTYLE STATEMENTS (MEDIA) AGREE AT ALL
I Read Daily N/P More For Entertainment ThanFor News 198 119 76 65 57 96 102 98 53 78 134 131
I Rely On N/ P To Keep Me Informed 87 76 64 99 116 145 108 92 104 94 104 100
I Cannot Resist Buying Mags 287 102 73 60 62 51 69 128 77 109 99 108
I Would Not Change The Newspaper I Read 78 66 83 106 116 137 103 98 95 95 105 106
Usually Look Through Free N/P Del. At Home 80 92 106 92 109 113 92 107 84 106 96 108
Rarely Notice Advertisements InN/P And Magazines 87 93 84 101 116 116 107 94 101 100 95 103
Believe What Is In Local Paper More ThanNationals 87 77 71 98 115 140 109 92 59 96 121 118
Value Local Paper Because Covers Local News 82 89 94 100 110 118 102 99 98 101 98 102
I Read A Newspaper Most Days 98 69 79 115 118 118 108 93 99 92 108 103
I Think People Rely Too Much On TV For Relaxation 96 109 101 100 99 98 105 95 103 101 103 95
Like Idea Having Large Selection TV Channels 120 101 116 102 85 82 108 93 99 98 107 98
I Rely On TV To Keep Me Informed 104 91 87 90 95 127 99 100 75 100 111 110
Nearly All TV Advertising Annoys Me 113 93 95 88 99 110 109 92 93 106 104 96
Find TV Ads Interesting,Gives Me Something TalkAbout 150 97 79 81 92 106 89 109 87 66 121 128
I Am A TV Addict 180 111 71 80 68 101 96 103 63 101 118 113
I Think Interactive TV Services Are A Good Idea 174 129 107 92 60 59 120 81 118 99 89 96
I Often Notice Adverts On The Radio 167 94 120 120 71 48 111 90 88 86 131 101
I Listen To Radio Mainly For Companionship 80 59 73 102 120 151 83 116 96 109 99 95
When In The Car I Always Listen To TheRadio 101 112 116 111 98 71 109 92 111 109 107 78
Listen To Radio More Intently When NewsOn 67 102 106 98 105 114 106 95 123 107 90 83
Prefer Local Radio Because It Covers Local News 92 80 105 105 105 108 102 98 62 105 117 111
I Enjoy Seeing Films At Cinema More ThanOn TV 152 153 115 87 80 39 108 93 133 105 97 73
I Often Notice Adverts On Taxis 159 106 79 92 68 104 102 98 98 100 82 114
I Often Notice The Adverts On Buses 136 107 80 99 94 92 96 104 98 91 99 112
I Often Notice Adverts At Bus Stops 146 99 78 92 99 95 94 105 80 96 112 110
Source: BMRB Target Group Index April 07 - March 08
Scotland deMographic breakdown
Social Grade % Age % Household size % Children %
AB C1 C2 DE 15-24 25-34 35-44 45-54 55-64 65+ Hhold of 1 Hhold of 2 Hhold of 3 Hhold of 4 Hhold of 5+ Hholds with children Hholds without children
21.1 28.9 21.1 28.9 14.6 14.7 18.3 15.3 15.8 21.2 17.8 40.2 17.1 17.8 7.2 30.5 69.5
Source: BMRB Target Group Index April 07 - March 08
Media information supplied
by Feather Brooksbank
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