Marplan, a market research institute, has just published its 2003 report profiling subscribers to Globosat?s channels under the title Hábitos e Consumo (?Habits & Consumption?). The methodology is the same as last year?s: Marplan interviewed 11,000 subscribers in nine cities around Brazil. Among the highlights are the finding that 40% have family incomes in excess of 15 times the minimum wage, currently equivalent to about 1,500 US Dollars per month. Most subscribers are male (57%) and single (56%). The largest age group is 20-29 (26%). As for schooling, 39% have completed high school and 37% have a university degree.
The Marplan report includes some curiosities relating to Ibope?s audience ratings for Globosat channels and programming content. For example, some 440,000 subscribers watched the movie Gladiator on Telecine Premium in January 2001. This is the largest audience ever for any movie exhibited by a pay-TV channel in Brazil. Matrix, shown May 2 on TNT, ranks second with almost 280,000 viewers. The overall record holder is a sports event: almost 800,000 people watched Brazil beat Russia at volleyball on SporTV to become world champions in 2002. Indeed, SporTV holds the top 15 audience ratings for pay-TV sports programs measured since 2001 (ranging from soccer to volleyball and tennis). The next largest audience was for the Brazilian version of the Big Brother reality show offered by Multishow in 2002.