The document discusses various topics related to audiences, including: - What an audience is and why they are important for media companies. - How new technology has impacted audiences by allowing people to access media on different platforms. - How audiences can be fragmented across multiple media outlets. - How media companies continue generating revenue through advertising even as audiences shift online. - Different types of audiences like mass and niche audiences. - The importance of categorizing and understanding audiences through demographics and psychographics. - Methods for measuring audiences like diaries, meters, surveys from organizations like NRS, ABC, and BARB.

1. Audiences
By: Hamzaa Zamir

2. What is an audience?
An audience is a individual or a group of people who read or consume the media, for
example you will find audiences on the radio, people who listen to the radio, people who
watch television and people who read news paper or magazines also there can be
audiences at concert or gatherings.

3. Why are audiences important?
Audiences are important because if there was no audiences there will be no media,
because media relies on people who are audiences so they can make money. The
media is becoming more competitive so they can attract more audiences in many
different ways so they can still make a large amount of profit.

4. What is the impact of new technology
on audiences?
New technology has a big impact to the audiences because technology has advanced
throughout the years and has developed. For example when people used to watch television
or listen to the radio in the 1950 there wasn't any options to change the channel or listen to
another radio because back then it was not developed. today's technology has developed
massively , people now can access radio and TV on there mobile phones and on there tablets.
This is a big impact because this creates a wider audience for both TV and radio.

5. Fragmented audience
Fragment audience is when the audience is divided in smaller groups due variety of media
outlets. For example people can read the news paper with the hardcopy or read the same news
paper online for free if the news paper is you have to pay for. The aim is to bring more
audiences and sell more copies and generate a larger audience.

6. How do institutions continue to make
money?
With newspaper printing less copies and switching to online distribution can reduce production
costs. Also these adverts are carefully constructed and selected for the primary audience for
each text. Websites and search engines work hard to target you with ads whilst you consume
free online versions of your media product. For example if u searched for any products your
computer or search engine wills save what you have searched then when you search again
similar products will popup as advertisements. Free apps always have adverts if you want to
remove them you have to pay. In conclusion nothing in life is free.

7. Types of audience
Mass – its also called broadcast audience, its for people who consume mainstream or popular
text such as soaps or sitcoms. Media and communication that targets a very large group of
people men, women, children and adults.
Niche – it is much smaller but very influential. A niche audience is a small, select group of
people with a very unique interest.

8. Why do we categorise audiences?
We categorise audiences because audiences can be divided into categories based on social class
or grade. Every advertiser wants to target a particular type of audience. Therefore, media
companies produce texts that target a particular type of audience.
Most media products can define there typical audience member, often with a psychographic
profile. In terms of commercial media, much of their funding is generated by advertising
revenue. Their product needs to appeal to a specific type of audience so that advertisers will pay
to promote their product.

9. What are demographics?
Studies of a population based on factors such as age, race, sex, economic status, level of
education, income level and employment, among others. Demographics are used by
governments, corporations and non government organizations to learn more about a
population's characteristics for many purposes, including policy development and
economic market research.
Demographic trends are also important, as the size of different demographic groups will
change over time as a result of economic, cultural and political circumstances.

11. What are psychographics
Psychographic research helps marketers understand the motivational and cognitive or non-
conscious drives of a target audience. In market research and social science research in
general, psychographic variables are attributes relating to personality, values, attitudes,
interests, or lifestyles. Sometimes they’re referred to as interest, attitude and opinion
variables.
Psychographics remain a valuable tool in effective market segmentation, since attitude,
emotions and preferences are crucial factors in analyzing how consumers and business
people allocate their money. Demographic and behavioral analyses give detail and data,
but psychographics is needed for understanding the consumer in depth.

12. What is quantitative audience
research?
Quantitative research uses a large sample because it is all to do with numbers, it is easier to
question 1000’s of people with quantitative research than it is with qualitative research as you
only need a yes or no answer.
Quantitative research uses closed questions within a questionnaire such as yes or no
answers. This is because they want to compare with numbers, such as how many
people said yes.
Quantitative research uses statistical graphs and charts to analyse the data that is gathered, this
is because it uses numbers and therefore graphs/charts makes it easier to look at and analyse
instead of looking at a bunch of numbers.

13. What is qualitative audience research?
Qualitative research uses a smaller sample because its harder to question 1000’s of people as
they will give you different answers based on their opinions. Therefore for example they will
only sample around 10 people to gain their research.
Qualitative research uses open questions within a questionnaire as they want to find out the
peoples reasons and opinions for their answer, so they will ask questions like this example ‘Why
do you like the horror genre?’

14. How do we measure audiences?
Television audiences are measured in two main ways: using diaries, and using meters. With
television, the survey unit has usually been the household, not the person. That's because
most households have had only one TV set, and people have usually watched together. In
western countries, that's beginning to change, but the mainstay of TV diary or meter results is
still the rating the percentage of all households that viewed a particular program.
diary survey is done by choosing a random sample of households, and sending interviewers to
visit those households. When a household agrees to co-operate in the survey with co-operating
rates ranging from about 30% of contacted households in rich western countries, up to about
95% in developing countries, the interviewer usually leaves one diary for each TV set in the
household. This is different from radio surveys, which use one diary per person because
people usually watch TV in groups. A diary normally runs for one week or two weeks.

15. NRS
The National Readership Survey (NRS) is a non-profit but commercial British survey concerned
with monitoring, analyzing and providing estimates on the number and nature of people who
read Britain’s newspapers and consumer magazines. Currently the Survey takes into account
260 newspapers, newspaper supplements and magazines.

16. ABC
ABC’s industry Stamp of Trust underpins the way advertising is traded across the converging
media landscape in the UK and beyond.
They bring the industry together to agree measurement and process Reporting Standards
that define what counts and determine best practice. Reporting Standards are constantly
evolving to keep pace with industry developments.

17. BARB
Broadcasters’ Audience Research Board (BARB) have been delivering the official viewing figures
for UK television audiences. “We commission research companies Ipsos MORI, Kantar Media
and RSMB to collect data that represent the viewing behavior of the UK’s 26 million TV
households”.
BARB viewing data offer clients, such as broadcasters and advertisers, a minute by minute
breakdown of viewing at regional and national levels. This information is vital for assessing how
programs, channels or advertising campaigns have performed and provides the basis for airtime
advertising trading.

18. Hamzaa Zamir
Male
17
E Islam
College
student
(media)
Single
No income
British
Turkish/
Pakistani

19. Succeeders- seek contole. Strong goals, confidence, work ethic, and organization. Supports
stability. Brand choice based on self reward, and quality. Typical higher management and
professionals.
Explorers- seeks discovery. Energy, individualism and experience. Values difference and
adventure. Brand choice highlights satisfaction and instant effect, the first to try new brands,
younger demographic- students.
Likes: games, movies, horror, comedy, action, food, gifts, holidays, TV, ice cream, music,
internet, Facebook.
Dislikes: spitting, anti- social behavior, begs, up tight people, drugs, timetable, crack heads,
criminals, racism.

20. Why do companies need to know the
profile information?
Companies need to know this information so they know what you like and dislike, for example
if you complete an online survey and you included these details they would know if the
product they are advertising is for you. That’s why companies fine these really important.