ADaSci Banner 2024

Geo-contextual TV Consumption Patterns using Unsupervised Learning methods

Author(s): Harshil Agrawal, Nitin Vinayak Agrawal, Shubham Gupta, Mrigank Shekhar


According to the Adobe Digital Insights Advertising Report [3], 74% of Americans feel that the television commercials they view are irrelevant to them. This is a huge proportion of the total audience, which also shows the number of capital advertisers is wasting on advertising to uninterested audiences. Creating TV personas will help target relevant audiences, thus optimising the ad campaigns. In present times, with an ever-increasing television demand, advertisers are more and more interested in studying television content from the consumer’s perspective. TV communities emerging due to this consumption are crucial for digital marketing planners since it gives a clearer view of who the brands’ audience could be, what they like, and what they do. This would enable the planners not only to understand the avenues to reach them but also to understand what creative messaging works best, what social messaging works best and eventually better returns. This paper examines and defines television consumers’ behaviour to gain a more in-depth understanding of the target audience. As the Digital world is progressing towards a cookie-less future, i.e., cookie-level information won’t be available, we ought to look into aggregated data at the geo level. The unsupervised clustering experiments (using KMeans) are performed on TV data provided by major TV players in the market. In this paper, we shall walk you through the initial steps of data preparation and techniques used for clustering. In the latter half, we will discuss more the techniques, experiments and the interpretation of TV personas with data.

Picture of Association of Data Scientists

Association of Data Scientists

The Chartered Data Scientist Designation

Achieve the highest distinction in the data science profession.

Elevate Your Team's AI Skills with our Proven Training Programs

Strengthen Critical AI Skills with Trusted Generative AI Training by Association of Data Scientists.

Our Accreditations

Get global recognition for AI skills

Chartered Data Scientist (CDS™)

The highest distinction in the data science profession. Not just earn a charter, but use it as a designation.

Certified Data Scientist - Associate Level

Global recognition of data science skills at the beginner level.

Certified Generative AI Engineer

An upskilling-linked certification initiative designed to recognize talent in generative AI and large language models

Join thousands of members and receive all benefits.

Become Our Member

We offer both Individual & Institutional Membership.