1. Music producers are interested in the demographics of the audience that a band attracts in order to package and market bands to fit with potential target audiences. 2. Record labels gather information about audiences such as lifestyle, attitudes, and media consumption called "psychographics" to develop marketing plans. 3. Companies like Nielsen conduct surveys to categorize audiences into groups based on psychographics to help media producers and advertisers target specific audience segments.

1. Importance of MediaImportance of Media
AudiencesAudiences

2. Relationship between
Audience and Media Product
• A media audience is the group of people
who purchase a media product and
remember that an album or a music video
is a PRODUCT.
• They are important because without an
audience a media product would not sell
and so would not make money

3. • Music Producer and Record labels are
interested in the TYPE of audience
that a band attracts. This information
is called the DEMOGRAPHICS of an
audience.
• Music is a highly fragmented audience
• Who would listen to….

4. • Music producers gather lots of information
on their audiences so they can try and
package bands/singer to fit with the
potential audiecne to place marketing in the
right areas
• What sort of information do you think
Music Produccer and Record Labels would
like to know about their audiences?

5. Remember this????

6. These people respond to advertising
which emphasises quirkiness or
individuality. The enigmatic
Guinness commercials target these
people.
At 40% of the market this is the largest
segment of consumers. This group seek
security un conformity and tend to buy
well-established brands such as Heinz
Baked Beans or Kellogg’s Cornflakes.
Match the aspiration
These are people who have
climbed the ladder and now
want to keep control of what
they have. Car advertisements
which emphasise power and
control are aimed at this group.
This group want to make the world a better
place. They tend to be educated
professionals such as teachers,
doctors etc. These people buy eco-
friendly products and healthy foods.
Although this is a relatively small group
of consumers they have an influential
voice with manufacturers.
This group’s motivation is status and they tend to
buy smart high-tech and high-fashion goods
which will help give them a higher status image.
Louis Vuitton have targeted this market.

7. These people respond to advertising
which emphasises quirkiness or
individuality. The enigmatic
Guinness commercials target these
people.
At 40% of the market this is the largest
segment of consumers. This group seek
security un conformity and tend to buy
well-established brands such as Heinz
Baked Beans or Kellogg’s Cornflakes.
Match the aspiration
These are people who have
climbed the ladder and now
want to keep control of what
they have. Car advertisements
which emphasise power and
control are aimed at this group.
This group want to make the world a better
place. They tend to be educated
professionals such as teachers,
doctors etc. These people buy eco-
friendly products and healthy foods.
Although this is a relatively small group
of consumers they have an influential
voice with manufacturers.
This group’s motivation is status and they tend to
buy smart high-tech and high-fashion goods
which will help give them a higher status image.
Louis Vuitton have targeted this market.

8. Measuring audience..
Demographic profiles
• TAGS Target Audience Grouping System
Used by Neilsen, a company that gathers
information on audiences and develops
marketing plans.
Groups are based on information on
lifestyle, attitude and media consumption
These are called Psychographics.
AC Nielsen Surveys tens of thousands of
people aged 10+ each year to create these
profiles.

9. Measuring audience..
Demographic profiles
• TAGS Target Audience Grouping System
Used by Neilsen, a company that gathers
information on audiences and develops
marketing plans.
Groups are based on information on
lifestyle, attitude and media consumption
These are called Psychographics.
AC Nielsen Surveys tens of thousands of
people aged 10+ each year to create these
profiles.
What do you
remember?????

10. • TAGS
• ..7 different groups
• Liberal Sophisticates – 12% of the 10+
population
• The Young Hopefuls – 19%
• The Affluent Acquirers – 7%
• Struggling Young Families – 12%
• The Comfortable Full Nesters – 10%
• The Settled Seniors – 13%
• The Lonely and Dissatisfied – 18%
• The Next Generation – 9%

11. Activity
• Find out about UK Tribes
• Create a visual Demographic and
Psychographic profile of your Target
audience – use a scrapbook tool
• Use band website pages to find out about
their current audience
• Includes lots of visuals and some text
• Include details like:
– What they are, what they are interested in,
media usage, age, sex, spending power etc
You have one week!