Audience Profiling

Primary Audience

Our new radio station Sports Women FM will have a primary and secondary audience
the primary audience will consist of females aged 18-32 who will be most likely British
and their ethnicity will mixed.Not having a specifically targeted ethnicity widens the
station’s audience.The audience will be female as clearly just by looking at the name
the station is about sports women.The station will aim to inspire and entertain the
consumer through the world of female sport.The media grouping of my target audience
will be fans of sports and aspiring female athletes.

Vals psychographic categorizes our primary audience as strivers and achievers.Strivers

are motivated by achievements and have values that are very similar to achievers but
have fewer,economical,social and psychographic resources.Strivers try to emulate
people they admire.Strivers fit into our audience as we see our station as trying to
inspire younger females to take up sport and be inspired by popular athletes like
Simone Biles or Steph Houghton or Serena Williams and strive to emulate
them.Experiencers are motivated by self expression and have a lot of energy which they
put into physical and adventurous experiences.Our station will have a website this fits in
with experiencers as their media channel preference is magazine or internet and
strivers have a preference of Radio and Television which suits our station and what it
broadcasts on.The socio-economic groups which will be in our target audience will be a
large variety,18 year olds are more likely to be in category E as they’re students this
could stretch to 22 year olds too if they’re in University.The group C1 would be a
possible group in our target audience as young nurses will be in the age range.Category
B involves teachers new teachers who have just got their degree will also fit into our
target audience.Our stations geo-demographic will be regional so we will provide some
local news stories but also national news.

The blumler and Katz theory had four main gratifications these were;
surveillance,diversion,personal relationship and personal identity.Surveillance is our
need to know what is going on in the world.Diversion is the need for escape,relaxation
and entertainment.Personal identity is our need to define our identity and sense of
self.Personal relationship is our need to interact with other people.Our radio stations
news bulletins will both be local and national news this fits in with the gratification of
surveillance.Surveillance says by keeping up to date with local and national news we
feel we have the knowledge to avoid or deal with dangers.The station will have
interactive competitions or phone ins to discuss certain topics.These phone ins will
allow the consumer to feel involved with what they’re listening to giving them a feeling of
personal relationship.Our show at drivetime will give the consumer a sense of diversion
as in diverting their attention to sport instead of work,home or other topics they have on
their minds.

Secondary audience

Our secondary audience is going to be females once again the age range for this
audience is 35-60 year olds whom will most likely be British and of mixed ethnicity.Not
having a specifically targeted ethnicity widens the station’s audience as we aren’t
discriminating against anyone’s ethnicity.

The Vals psychographic has four sub groups which fit our secondary audience age
range however our station shall be more suited to makers and believers as these both
have a media channel preference of Radio and Television.Makers have a median age
of 46,the “makers” are defined as being motivated by self-expression and value their
self-sufficiency.They focus on the familiar,family,work and physical recreation.They
appreciate practical and functional products.Believers are different as they are defined
by being predictable consumers who favour established,there lives are centered on
family,church,community and the nation they also have very modest incomes.The socio
economic group makers may fit into is C2 as this is manual
labourers(plumbers,builders,mechanical engineer and blue collar) as they have strong
mechanical and automotive interests.Believers may be valuable listeners to our radio
station as they may not just believe in their religion but however in equality as does our
station however in relation to sports.Our sports radio wants to see an improvement of
gender equality in sport and a lot more showing of female sport on TV or commentary
on radio.Believers have moderate incomes so I believe the socio-economic group of C2
which is manual labourers or C1 which includes office supervisors.

RAJAR announced 49.2 million adults or 90% of the adult (15+) UK population tuned in
to their selected radio stations each week in the second quarter of 2017.Our station is to
be broadcasted on digital devices and on our own app for android and Iphone the
recent figure distributed by RAJAR show that 61% of the UK’s population listen on
digital devices each week.Digital listening hours account for 503 million with 56million
on DTV,91 million online and 357 million on DTV.44% of 15-24 year old Social Media
users claim to receive updates about their favourite Radio Station/Presenter.Sports
women FM will have social media accounts this will contribute to attracting our target
audience to listen to the station.