Categorising Audiences

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Presentation transcript:

Categorising Audiences Audiences are categorised in order to help target them for particular films and media, this is done by getting the profile of your targeted audience through demographics and psychographics. this information tells you what your audience is like and allows you to target them more effectively

Audience Demographics Media producers define and categorise their audience through demographic profiles. A demographic audience profile defines groups based on things like age, gender, income, education and occupation.

Socioeconomic Status Socioeconomic status (SES) is an economic and sociological combined total measure of a person's work experience and of an individual's or family's economic and social position in relation to others, based on income, education, and occupation

The Socioeconomic Scale

Psychographics The study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research

Geodemographics Geodemographics is the study of the population and its characteristics, divided according to regions on a geographical basis. This involves application of clustering techniques to group statistically similar neighbourhood and areas. The main source of data for this study is the census.

How is this relevant to TV advertising?

BUT WHY... Is it important that TV advertisers are aware and understand who, when, how and what audiences are watching?

Task Go to www.barb.co.uk Then go to the following menu: Review the data and list the top three programmes that an advertiser would want to schedule their advert between in order to reach as many viewers as possible