Demographic and psychographic data are used by media companies to analyze target audiences. Demographics provide statistical information about population groups defined by attributes like age, occupation, and income level. This data allows companies to understand the common traits and risks within groups and how those groups are changing over time. Companies collect demographic data through questionnaires, focus groups, and interviews to categorize potential audiences. While demographics provide a basic understanding of who should be targeted, they have limitations as they do not provide specific details about spending habits. Psychographic data is more useful for creating music videos as it provides insights into the attitudes and interests of groups which can be better leveraged for advertising.

1. Demographics and Psychographics
 Statistical data relating to the population and particular groups within it.
Why do people use demographics?
The primary reason people use demography is to create statistics. These allow people to get a picture
of how common specific traits within a group are, or to determine elements such as risk. Comparing
statistics over time allows researchers to show changes that are happening in the target group, which
is very useful for planning purposes. ‘Media companies therefore use these as a way of analyzing
characteristics of the population and keeping up to date with what the target population like.
Methods of data collection for demographics
Companies use questionnaires, focus groups and interviews to find out about peoples lifestyle. This
allows a potential audience to be put in to different categories;
Group Occupation Age Estimation Example
A Higher Managerial 40-50 Bankers, lawyers,
doctors and other
professionals.
B Middle Management 30-40 Teachers, creative and
media people E.G
graphic designers.
C1 Office supervisors,
junior managers
25-45 Nurse, specialist
clerical staff- white
collars
C2 Skilled manual workers - Plummer’s, builders-blue
collar
D Semi-skilled and
unskilled manual
workers
- Laborer
E Unemployed 0-15, 18-24, 65+ Students, pensioners,
casual workers.
The set-backs
They give a producer a simplistic idea of who their film should target and how they should advertise
however this will also depend on the context of the film/ the demographics also don’t give producers
specific details they would like to know for example how much money they earn per week and how
they like to spend it.
In the music industry especially demographics aren’t always useful as they don’t give specific
examples of what each group likes and as most people listen to music it might not matter which
group you’re in as everyone has the opportunity to listen to the same mus ic.
Psychographics
These are more useful for producers creating a music video as it gives a more specific idea about the
attitudes and likes of specific groups which would be more useful for use in advertising.

5. -Rhianna Griffin.