Audience Research including Survey Analysis

1. Audience
Research
Grace Pollington

2. What have I learnt about my target audience?
Our brief for our TV drama is to target 'a fun loving 16-25 year old mass demographic', this target
audience is under the Generation Z bracket. Generation Z are the group of people who are born
from 1990 to mid 2000's, who have a short attention span, more competitive than Gneneration Y,
lack communication and socialisation skills and are brought up in a society who rely on digital
technology and the internet. The millennium are much more tolerant than Generation Z.
Generation Z have a short attention span therefore, my TV drama needs to have short, snappy shots
in order to keep them focused and interested in the show. In addition, Generation Z are more
optimistic than the Millennials. Generation Z have grown up with applications and modern
technology. Therefore, ITV2 attract this audience by having a voting application, where viewers can
interact with the TV show and feel apart of the show. Additionally, ITV2 have On Demand, where
viewers can catch up on shows. YouTube is a large part of Generation Z's society, ITV2 have attracted
their target audience by incorporating YouTube into their shows. For example, ITV2 show snippets of
Love Island the day before in order to encourage the viewers to return to the show.

3. Psychographics
• What does fun-loving mean?
I believe 'fun-loving' means that itv2 are looking to broadcast a light-hearted, fun and exciting programme. They want to
attract a similar target audience, who does not take themselves too seriously and like to enjoy themselves. I believe that
'fun-loving' means to enjoy the pleasures of life. Therefore, ITV2 want to broadcast programmes which are easy-going and
stress-free to watch as this is what their target audience will enjoy.
• Which of the psychographic profiles relate to your target audience?
I believe that 'The Mainstreamer' psychographic profile is the most related to my target audience for the new TV drama.
'The Mainstreamer's are made up of 40% of the population, who like tried and trusted brands that are value for money.
This target audience enjoy simialr prgrammes because they follow what other people enjoy.
• Does this help you understand the audience and how to target them?
This helps me to create a TV drama that typical for this young adult audience to enjoy. I will create my TV drama in a genre
which is most popular for this target audience and I will follow the typical conventions of TV Dramas of a certain sub-genre
in order to attract the target audience.

4. Primary Research - Survey
• I created a survey where I asked 21 people 6 questions in order to find out what my audience would like in a new
drama and what would make them watch it.
• The 6 questions I asked had multiple choice answers for my respondants to answer. I used Survey Monkey in order
to create my survey and I asked 21 people within the 16-25 age bracket because this is the target audience of
ITV2.
• Here are the questions I asked:
• What time are you most likely to watch TV?
• How do you typically access TV programmes?
• What sub-genre would you be most likely to watch?
• What elements of a TV drama would interest you?
• Who do you typically watch TV with?
• How old are you?

5. Primary Research –
Survey Results
• The results for this question show that the
majority of the young adults I asked watch TV in
the evening (6:00pm-11:00pm). Therefore, I
should schedule my TV drama in the evening,
before the watershed begins. I could also
schedule my TV drama after a flagship programe
so that the mass audience from the popular
programme is retained for my TV drama.

6. Primary Research -
Survey Results
• The results from this question show that the
majority of the people I asked (66.67%), typically
access TV programmes via streaming devices
such as, Netflix and YouTube. Therefore, this
shows that I should research TV dramas on
streaming services such as, Netflix to provide me
with some examples of TV drama openings that
engage this target audinece.

7. Primary Research –
Survey Results
• From this question, I can see that the majority
of people I asked what sub-genre you would be
most likely to watch, they answered crime.
Therefore, I should consider creating my TV
drama as a crime drama in order to engage the
target audience of ITV2.

8. Primary Research -
Survey Results
• For this question, I asked what element of TV
drama would interest you most. 10 out of the 21
people I asked answered plot twists. Therefore, I
could end my 3 minte opening of my TV drama
on a cliff hanger in order to keep the audience
engaged and eager to watch more to find out
what will happen.

9. Primary Research -
Survey Results
• Overall, 10 out of the 21 people I asked usually
watch TV on their own. However, a large number
said that they usually watch TV with their family.
Therefore, I should produce a TV drama which is
appropriate for the family to watch together as
well as being engaging.

10. Primary Research -
Survey Results
• The last question I asked for my survey was
how old you are. I asked this question in order to
make sure that the people I asked were within
the target audinece for ITV2 so that the qustions
I asked were relebent to the new TV drama I am
going to produce.