Media audiences

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Media audiences

  1. 1. UnderstandingMedia Audiences<br />
  2. 2. 2009 ART HOUSE AUDIENCE PROFILETARGETING AN OLDER AND MORE AFFLUENT AUDIENCE<br />
  3. 3. Summarise the leading profile for Art House Cinema<br /> (who is most likely to frequent Arthouse cinemas?)<br /><ul><li>The leading profile for art house cinema according to the 2009 art house audience profile it shows the most popular age group is 45+ which is nearly half the overall audience.
  4. 4. And the least popular age group being 35 to 44 at 14%.
  5. 5. The percentage of males to females is both 50%.
  6. 6. The most popular social grade is abc1which is 78% to c2de which is 22%</li></li></ul><li>
  7. 7. How do other media compare to cinema for positive engagement from the audience?<br /> <br /><ul><li>Cinemas in 2009 reached a high of 173.5m admissions
  8. 8. At the cinema the audience is captive and at higher level of emotional stimulation.
  9. 9. Cinema is 33% highest of positively engaging with the media
  10. 10. There is less distraction at the cinema e.g. talking or mobile phones
  11. 11. No option e.g. changing channels or skipping a page
  12. 12. More focus lights out and its quiet and focus on one thing
  13. 13. Cinema is the least avoided medium 8%</li></li></ul><li>
  14. 14. <ul><li>There are 764 cinema sites in the uk
  15. 15. There are 3,721 screens naionwide
  16. 16. A multiplex is a new build cinema with 5 or more screens
  17. 17. Multiplexes have grown to around 2/3rds of all screens
  18. 18. these are smaller circuit screens
  19. 19. Independent cinemas offer individuality and often a specialist audience </li></li></ul><li>
  20. 20. According to the Pearl and Dean source what can you summarise about the <br />following audience groups and their cinema habits?<br />Which audience would you say is the most profitable one for cinemas? <br />They are mostly likely to target 15-24yr olds as they have the largest party size and are regular cinemagoers with almost all watching the adverts before hand.<br />
  21. 21. MEDIA AUDIENCES<br />TV and other media habits UK audience / demographics breakdown <br />
  22. 22.
  23. 23. http://www.caci.co.uk/acorn2009/acornmap_ext.asp<br />List the main audience profiles used by Acorn<br />Wealthy achievers – wealthy executives, affluent greys, flourishing families.<br />Urban prosperity- aspiring singles, educated urbanities, prosperous professionals.<br />Comfortably off- starting out, secure families, settled suburbia prudent pensioners.<br />Moderate means – Asian communities, post industrial families, blue collar roots.<br />Hard pressed – struggling families, burdened singles, high rise hardship, inner city adversity.<br />VALs stands for values attitudes lifestyles which is a psychographic segmentation adult consumers are put into one of eight segments based on there respone to a VALs questionnaire. This is based on things like innovation, education, self-confidence, intelligence and income.<br />Psychographics are any attributes relating to personality values attitudes interests or lifestyles also called IAO variables. They can be contrasted with demographic variables (such as age and gender). <br />

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