Give examples e.g. For likes: They’d be a fan of Doctor Who. For Dislikes: They might HATE One Direction etc.
Percentages taken from a survey by the NRS in 2008 these percentages amount to the population. ABC1 – mix of upper middle class, middle class and lower middle class. Skilled working class, working class and unemployed (C2DE). NRS also works with the NPA newspaper publishers association and the PPA periodical papers association.
Critical Responses Final Product
By Shania Carter and Abygail Jones
Defining how big the audience is
for a product.
How could PB Media use this?
NRS and ABC
A continuous survey.
Overview of the NRS:
Asks about online behaviour/
Short interviews at your own
Get to find out how large your
Can adapt when audience
A large amount of people might
not take in the survey
Receiving bad comments from a
lot of people
Used to find out requirements, interests
and needs of audience members such
Information is collected using
PB Media could use this in a very effective way
Can ask questions to readers
To show the received information, it could be
put in to a graph, chart etc.
• From face-to-face interviews the
interviewer receives a more personal
and true statement.
• Questionnaires are quick and easy.
• People could lie in their answers.
• People might not like to be approached
for face-to-face interviews.
Audience profiles are significant as they give you
information such as:
Magazines such as Q use audience profiles to sell
Companies who appeal to similar audience profiles often
Easier to find out the relevant information about the
Some people don’t pay attention to the figures
The company can lie
Socio-Economic Status (SES)
This is measuring the social position of an
individual or a family.
Focuses on 3 categories:
PB Media could use this quite effectively:
They could ask questions to find out what
class they are in
• Makes it easier for production companies
• Quicker market research
• There might be a range of classes in one
• The magazine won’t appeal to everyone
Readers = 100
NRS Social Grades
The NRS use 6 categories:
These are marked down as
grades, starting from A and finishing at
Grade – A – Upper Middle Class (4%)
Grade – B – Middle Class (23%)
Grade – C1 – Lower Middle Class (29%)
Grade – C2 – Skilled Working Class
Grade – D – Working Class (15%)
Grade – E – Lower Level of Subsistence
Also, according to the NRS only 2% of
the UK is respectively upper class, whilst
the rest of the population is grouped in
to ABC1 and C2DE.
The NRS social grades were developed
50 years ago and are now widespread
across the UK.
NRS Social Grades
• Developed by the NRS to distinguish the
differences between readers using social
• Information received from this is then used for
• Overall status of a household depends on the
occupation of the head of the household.
• The population is separated in to two main
social groups, one including: Upper Middle
Class, Middle Class and Lower Middle Class.
The other group includes: Skilled Working
Class, Working Class and Unemployed.
Lifestyle or Psychographics
There are 7 different types of categories for PB Media could use this to:
•Give them a better understanding of the
•Make it easier to generate ideas for
advertisements or context
•Socially Conscious Type A
•Socially Conscious Type B
This information can then be put in to a graph.
•Better knowledge of the audience
•Know how to keep them happy
•There are a lot of other ways for this knowledge
to be found
•It will take a while to receive all the data
Collects information from the national
• collect knowledge in certain
neighbourhoods and compare how
similar some households are to
• Important information is obtained
such as: the amount a household
earns, their class etc.
• Enables advertising to the correct
• Also used to direct mail to certain
• Looks at retired couples, young
families and young adults.
Extremely important to any media product.
There is always a target age
questionnaires, online profiles etc.
• It’s easy to create products that appeal to
a wide variety of the target audience
• It’s easier to know what to incorporate in
to the text
• It might take a while to get all the data
• Some ideas may not appeal to the
•PB Media could use this to collect data
•The data can be presented in a graph to
help the company develop new designs and
•Ask the obvious questions to get the age of
0 to 10
11 to 20
21 to 30
31 - 40
•There are two main types of
•Easier to appeal to one
• Easier to write about one specific
•Different genders demand
• Women’s and Men’s opinions are
• Some women like men’s sport
• Some magazines can be sexist
e.g. making fun of women or
PB Media could use this information to
•Mainstream audiences tend
to be larger
•Magazines/newspapers to do
•Majority all like the same
• Easier to appeal to the
majority of the public.
• Easier to find out more
about your audience
• Gets harder to write about the
• Everyone is the same
Smaller groups with more specific needs
They only appeal to certain people that want
specific thing from magazines
If it appeals to a majority of the selected
As long as the context remains interesting
consumers will continue to buy it on a regular
More specific demands
Not as many readers
PB Media can use this information
Collected information could be put it in to
a graph or chart to show their findings