Cats, Kibble, and

Cable TV
Group 2
 Table 1
1. If someone
owns a dog,
what is the
percentage
chance they
watch Fox
News? What if
they own a cat?
 Table 1
2. Which channel is much
more likely to be watched
by someone with four or
more dogs than an
average American? What
is the Index value for this
channel? An Index value
of 100 is the benchmark
for an average U.S. adult
to have four or more
dogs.
 Table 1

3. Which channel is
much less likely to be
watched by some-
one with four or more
cats than compared to
an average
American? What is the
Index value?
 Table 1

4. If we wanted to
reach the most two- to
three-dog-owning
households by
advertising on only a
single cable channel,
which channel would
we pick?
 Table 1

5. Based on these
results, is it fair to
say that Animal
Planet watchers are
more likely to own
either a cat or dog
compared to the
national average?
 Table 1

6. Regardless of the
number of dogs or
cats someone owns
(including zero!),
about how many U.S.
adults in total said
they watch the
Cooking Channel?
 Your friend assumed that Animal Planet is the best channel to
find pet owners who use pet services frequently. Do your data
support or contradict her belief? Why?

Table 2
 53.8

23.6

30.3

17.2

16.1

36.6

28.1

42.7

44.2

36.7

21

Table 2
34.5

The data CONTRADICTS her belief.

History Channel has more viewers than Animal Planet
Table 3
1. Assuming people only buy from one of the three options, how many people in total
bought their pet food from a discount store, a pet specialty store, or directly from
their veterinarian?
Number of people in total bought their pet food from:
A discount store: 20.2 millions people
A pet specialty store: 56.3 millions people
Their veterinarian: 13.5 millions people
Number of people in total = 20.2 + 56.3 + 13.5 = 90 millions people

What percentage of this total bought from their veterinarian?

13.5 / 90 x 100 (%) = 15 (%) of this total bought from their veterinarian
Table 3
Which cable channel had the
largest percentage of viewers
who buy their pet food from a
veterinarian?
History Channel had the largest
percentage of viewers who buy their pet
food from a veterinarian (27.8%)
Discuss and Debate
 01
Based only on the information
provided, which three cable channels
would you recommend as the best
choices for promoting the business?
Which three cable channels do you
think are the poorest fit?
 01
58.7

27.9

33.6

18.9

17.3

39

38.4

45.7

48.3

38.1

24

37.5

 The best three channels

Disovery Channel, Fox News Channel and
History Channel
in terms of potential customers

The unfavorably fit channels

Comedy Central, Cooking Channel and Syfy
 01

53.8

23.6

30.3

17.2

16.1

36.6

28.1

42.7

44.2

36.7

21

34.5
 The best three channels
HGTV, Fox News Channel and History
Channel
in terms of service promotion

The unfavorably fit channels

Comedy Central, Cooking Channel and Syfy
 01

32.4

14.9

14.9

8.5

7.6

17.2

18.2

19.2

21.1

17.4

9.8

16.9
 The best three channels
Food Network, Fox News Channel and
History Channel
in terms of product promotion

The unfavorably fit channels

Comedy Central, Cooking Channel and Syfy
 02
What other additional information
would you like to have so that you
could make a more informed
recommendation? Why is it
important? How could you find out
this information?
Timeframe
Dogs & cats owners
 03
If the pet store chain told you that its
services were much more profitable than
its product (toys, food, and so on) sales,
would that change your recommendation?
Change our advertising and
promotional campaigns to focus
more on SERVICES, rather than
promote and advertise both
products and services.
Thank you for listening!!!