Topic 4: Understanding Target Audiences

Mainstream

Media products catered to everyone

Niche

Media products catered to a specific target audience

Features of **Mainstream**

* High budget
* Stars
* Mass appeal
* Lots of synergy

Features of **Niche**

* Low budget
* Lesser known cast
* Financed by many companies

Mainstream product

Avengers: Infinity War

Niche product

This is England

Avengers primary audience

12-25

It's quite trendy and the cast are relatively young and well-known

Avengers secondary audience

30+

Its catered to younger people but they may be interested in the genre rather than the characters or cast.

Avengers: Infinity War

Characters: Spiderman, Iron man

Locations: New York, Space

Actors: Tom Holland, Robert Downey Jr

Themes: Action, Sci-Fi

This is England

Characters: Shaun, Combo

Locations: England

Actors: Thomas Turgoose, Stephen Graham

Themes: Indie, Drama, Comedy

Demographics

* Age
* Gender
* Profession
* Location
* Marital status

Psychographics

* Personality
* Values
* Activities
* Interests
* Opinions

Primary audience

First set of people you think of when creating a product

Secondary audience

People who aren’t likely to consume your product but they might

Social grade

Classification system based on occupation

National Statistics Socio Economic Classification (NS - SEC)

The official socio-economic classification used by the UK government

Acorn system

Consumer classification by analysing demographic data, social factors, population, consumer behaviour

Yooka Laylee

Demographic: Kids, both genders

Psychographic: A lot of free time, likes adventure games

Audience appeal:


1. Vibrant colors
2.  Cute character
3.  Cheap
4.  No loose consequence

Ori and the blind Forest

Demographic: Teens - young adults

Psychographic: Chill, likes gaming

Audience appeal:


1. Dark colors
2.  Levels
3.  Music
4.  Series of games

RAJAR

Radio Joint Audience Research

What does RAJAR do

Measures radio audiences in the UK

RAJAR example

BBC

BARB

Broadcasters Audience Research Board

What does BARB do

Responsible for delivering the UK's television audience ratings

BARB example

Ipsos Mori Kantar Media

PAMCo (NRS)

Publishers Audience Measurement Company

What does PAMCo do

Oversees audience measurement for the published media industry

PAMCo example

Phone, tablet, desktop, print