This document discusses key concepts in media audience profiling. It describes how audiences can be individuals or groups consuming media in public or private settings. It then covers different ways audiences are demographically profiled, including by factors like gender, age, race, class and more. Psychographic profiling divides audiences into categories based on attitudes, interests and behaviors. Marketers use these profiling techniques to better understand target audiences and effectively advertise products.

1. AUDIENCESAUDIENCES
Key Concepts inKey Concepts in
Media StudiesMedia Studies

2. MEDIA AUDIENCEMEDIA AUDIENCE
……The CONSUMERS of mass media texts.The CONSUMERS of mass media texts.
Media audiences can be a group (cinema)Media audiences can be a group (cinema)
oror
individual (reader). Consumption can takeindividual (reader). Consumption can take
place in public or private and can beplace in public or private and can be
domestic, leisure or work related.domestic, leisure or work related.

3. DEMOGRAPHIC PROFILINGDEMOGRAPHIC PROFILING
Who watches/ reads what?Who watches/ reads what?
• DemographyDemography is the study of human population.is the study of human population.
• Demographics include filtering or identifyingDemographics include filtering or identifying
people by:people by:
• RACERACE SEXUAL ORIENTATIONSEXUAL ORIENTATION
• CLASSCLASS JOBJOB
• GENDERGENDER RELIGIONRELIGION
• AGEAGE DISABILITYDISABILITY

4. DEMOGRAPHICSDEMOGRAPHICS
CLASS-CLASS- We divide class into 5 categories:We divide class into 5 categories:
• A: Upper Upper Class:A: Upper Upper Class: i.e. Royalty/ PM etci.e. Royalty/ PM etc
• B: Upper Class:B: Upper Class: MPs, Consultants, Lawyers,MPs, Consultants, Lawyers,
Headmasters, Bank ManagersHeadmasters, Bank Managers
• C1: Upper Middle Class:C1: Upper Middle Class: Teachers, Secretaries,Teachers, Secretaries,
Solicitors, ArchitectsSolicitors, Architects
• C2: Lower Middle Class:C2: Lower Middle Class: Plumbers, Electricians,Plumbers, Electricians,
MechanicsMechanics
• D: Upper Lower Class:D: Upper Lower Class: Unskilled workers i.e. ShelfUnskilled workers i.e. Shelf
stackers, road sweepers, rubbish collectorsstackers, road sweepers, rubbish collectors
• E: Lower Class:E: Lower Class: Unemployed, Homeless, Non-incomeUnemployed, Homeless, Non-income
These groups are often simplified into ABC1s and the rest,These groups are often simplified into ABC1s and the rest,
as ABC1s are the wealthiest and most sought afteras ABC1s are the wealthiest and most sought after

5. DEMOGRAPHICSDEMOGRAPHICS
GENDER-GENDER-
Women are the most sought after by TV advertisements.Women are the most sought after by TV advertisements.
60% 20-30 yr olds buying properties are Women. 70% of60% 20-30 yr olds buying properties are Women. 70% of
household purchases are done by Women.household purchases are done by Women.
Men still make 64% of business decisions so are stillMen still make 64% of business decisions so are still
targeted. Men are often split in to 2 intersectingtargeted. Men are often split in to 2 intersecting
segments:segments:
• Degree of success achieved.Degree of success achieved.
• Balance between “new” man and the more traditionalBalance between “new” man and the more traditional
“old” man.“old” man.
Gender should also cover aspects of sexuality, whereGender should also cover aspects of sexuality, where
relevant to what you are advertisingrelevant to what you are advertising

6. DEMOGRAPHICSDEMOGRAPHICS
RACE/ ETHNICITY-RACE/ ETHNICITY- Country/ Cultural Origin i.e. African,Country/ Cultural Origin i.e. African,
Ethnic Minorities (within a culture), British, Asian etc…,Ethnic Minorities (within a culture), British, Asian etc…,
though this is only useful in certain circumstancesthough this is only useful in certain circumstances
AGE-AGE- We usually split into RANGES i.e. UNDER 16, 16-We usually split into RANGES i.e. UNDER 16, 16-
19, 19-25, 30-45, 45-60, OVER 6019, 19-25, 30-45, 45-60, OVER 60
Why is this more sophisticated than pin-pointing ages?Why is this more sophisticated than pin-pointing ages?

7. DEMOGRAPHICSDEMOGRAPHICS
FAMILY LIFE CYCLES-FAMILY LIFE CYCLES-
SINGLES-SINGLES- Young single people living alone.Young single people living alone.
NEWLY MARRIED COUPLES-NEWLY MARRIED COUPLES- young with no children (DINKYs).young with no children (DINKYs).
FULL NEST 1-FULL NEST 1- young married couples with youngest child under 6.young married couples with youngest child under 6.
FULL NEST 2-FULL NEST 2- young married couples with youngest child 6 or over.young married couples with youngest child 6 or over.
FULL NEST 3-FULL NEST 3- Older married couples with dependent children.Older married couples with dependent children.
EMPTY NEST 1-EMPTY NEST 1- Older married couples still in workforce, no childrenOlder married couples still in workforce, no children
living with them.living with them.
EMPTY NEST 2-EMPTY NEST 2- Older married couples retired, no children living atOlder married couples retired, no children living at
home.home.
SOLITARY SURVIVOR IN WORK PLACE.SOLITARY SURVIVOR IN WORK PLACE.
SOLITARY SURVIVOR, RETIRED.SOLITARY SURVIVOR, RETIRED.

8. DEMOGRAPHICSDEMOGRAPHICS
Youth Market-Youth Market-
The Youth Market is usually divided into “TRIBES” modern tribesThe Youth Market is usually divided into “TRIBES” modern tribes
include;include;
• PunksPunks
• TrendiesTrendies
• GothsGoths
• EmoEmo
• Rock/ MetallersRock/ Metallers
• ““Chav”Chav”
• These are blurring thanks to the way the internet allows us to “try”These are blurring thanks to the way the internet allows us to “try”
several different identities: Think of the way music tastes haveseveral different identities: Think of the way music tastes have
changed and you have a good examplechanged and you have a good example

9. PSYCHOGRAPHIC PROFILINGPSYCHOGRAPHIC PROFILING
YOUNG & RUBICAM: CROSS-CULTURAL CONSUMERYOUNG & RUBICAM: CROSS-CULTURAL CONSUMER
CHARACTERISTICSCHARACTERISTICS
MAINSTREAMERS/MAINSTREAMERS/ BELONGERS -BELONGERS - Traditional, conservativeTraditional, conservative
conformists; family-orientated, like security, hate change and like aconformists; family-orientated, like security, hate change and like a
strong communitystrong community
–– Covers 40% of consumers, who seek security in conformity andCovers 40% of consumers, who seek security in conformity and
tend to buy well-established brands: Don’t take too many riskstend to buy well-established brands: Don’t take too many risks
ASPIRERS/ASPIRERS/EMULATORS -EMULATORS - Young people searching for an identity,Young people searching for an identity,
desiring to fit into adult worlddesiring to fit into adult world
–– Motivated by status and the image of high status: Tend to buy smart,Motivated by status and the image of high status: Tend to buy smart,
high-tech fashion goods to achieve this image.high-tech fashion goods to achieve this image.
SUCCEEDERS/SUCCEEDERS/ACHIEVERS-ACHIEVERS- Successful, enjoy acquiring thingsSuccessful, enjoy acquiring things
and buy brand names.and buy brand names.
–– Social, financial climbers who have succeeded, and now want toSocial, financial climbers who have succeeded, and now want to
keep control over their gains: Often the older ABC1 market.keep control over their gains: Often the older ABC1 market.

10. PSYCHOGRAPHIC PROFILING (CONTD)PSYCHOGRAPHIC PROFILING (CONTD)
SOCIETALLY CONSCIOUS ACHIEVERS / REFORMERS -SOCIETALLY CONSCIOUS ACHIEVERS / REFORMERS -
Inner peace and environment more important than financialInner peace and environment more important than financial
success; want personal fulfilment, lovers of outdoors and fitness,success; want personal fulfilment, lovers of outdoors and fitness,
like to experiment;like to experiment; Want to make the world a better place.Want to make the world a better place.
INDIVIDUALS – CINDIVIDUALS – C onsumers who respond to advertising whichonsumers who respond to advertising which
emphasises quirkiness or individuality.emphasises quirkiness or individuality.
NEEDS DIRECTED-NEEDS DIRECTED- Survivors on incomes that only allow needsSurvivors on incomes that only allow needs
and not wants to be fulfilled; pensioners and those onand not wants to be fulfilled; pensioners and those on
unemployment benefits, for example: D-E class.unemployment benefits, for example: D-E class.
This theory argues that it is mThis theory argues that it is more important to know that consumersore important to know that consumers
are, for example, heavy internet users or early adopters ofare, for example, heavy internet users or early adopters of
technology rather than ABC1s between 30-40.technology rather than ABC1s between 30-40.

11. BEHAVIOURAL PROFILINGBEHAVIOURAL PROFILING
The study of ways in which people behave which affectsThe study of ways in which people behave which affects
their consumption:their consumption:
INTERESTS-INTERESTS- i.e. fishing, sports, films- this helps in identifying WHOi.e. fishing, sports, films- this helps in identifying WHO
buys certain products/ watches certain programmes. For example,buys certain products/ watches certain programmes. For example,
men that like film often like gadgets. Men that like cars quite oftenmen that like film often like gadgets. Men that like cars quite often
like football…like football…
HABITS-HABITS- Store loyalty cards, internet data collection and a variety ofStore loyalty cards, internet data collection and a variety of
other means allow marketers to know exactly what we have boughtother means allow marketers to know exactly what we have bought
in the past, where we shop, how much we spend, and how much wein the past, where we shop, how much we spend, and how much we
respond to “offers”, making it much easier for them to target offersrespond to “offers”, making it much easier for them to target offers
more specifically at us as individuals: Check out the adverts on yourmore specifically at us as individuals: Check out the adverts on your
Facebook page sometime and compare them to someone else’sFacebook page sometime and compare them to someone else’s
and you’ll realise how specific they areand you’ll realise how specific they are

12. Picture your typical audiencePicture your typical audience
member…member…

13. EXERCISEEXERCISE
• Can you identify yourself in one of theCan you identify yourself in one of the
“youth” tribes and one of the specific“youth” tribes and one of the specific
attitudes and beliefs?attitudes and beliefs?
• How do you think an advertiser couldHow do you think an advertiser could
persuade you to buy a specific product?persuade you to buy a specific product?