Task 6– Audience Information

Task 6– Audience Information


It is very useful for advertisers to study audiences, so that advertisers can understand how to sell their products. Audiences are divided and labelled in differently, the following groups are: Gender: they are different groups of male and female and advertisers would like to know what those genders like:

Age: this group is different because it depends on the suitability of the persons age. 

Geodemographics: this segment is based on two principles, this is that people who live in the same neighbourhood will have similar characteristics. The second principle can be categorized in terms of the population which they contain. 

Psychographics: this group has a study of personality, values, interests and lifestyles. This area focuses on opinions, activities and interests.

Standard Occupational Classification (sometimes called social grade by advertising companies). 

It is important to grab information from these groups because for example if marketers were to base their advert at a certain place then they would need to know the people's type of personality, how they live their life and what their needs are. 

How Information about Audiences is gathered by advertising companies

BARB which stands for Broadcasters Audience Research Board was set up in 1981 to provide the industry standard television audience measurement service for broadcasters and the advertising industry. BARB is owned by the BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners of Advertising). 

An Audience Measurement Panel is where each person in the panel represents a number of people in the universe. The universe is the total of people in the area or in a particular country for example London. The good thing about this in the panel they get the answers they want but the cons of this is that a majority of people may not want to be represented and may want to ask their own questions. This is useful for a measurement of a majority of people being represented.