Starter 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
 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.
Task: Creating an Audience Profile
Create an audience profile of yourself and include the following information:
- Your age
- Your gender
- Your employment status
- Your ethnicity
- The county you live in
- Where you watch TV ads most
- 3 of your top interests/hobbies
- Your position on the psychographic scale
How is this
relevant to TV
advertising?
As advertisers, we need to ensure that where we
pay to broadcast or publish our TV adverts, will
reach our intended target audience.

Even with the best advert in the world, if it is

placed somewhere where our target market won’t
see it, then we’ve completely wasted time, effort
and money.
 BUT WHY...
Is it important that TV advertisers are aware and understand who, when, how
and what audiences are watching?
Uses of audience data in relation to TV
adverts:

From this data we could argue

that rather than paying big
sums of money to broadcast a
TV advert on television
channels such as ITV, that it
may be more effective to
publish our own TV adverts
onto Facebook as we are more
likely to reach our target
audience of young adults.
Conducting Audience Research
Using Google Forms:
1. Design a questionnaire in
order to create a general
audience profile of everyone in
the class
2. Send your questionnaire out
to everyone in the group
3. Review the results of the
questionnaire and analyse what
you have found out from this
method of research