1) Media audiences can be divided into different segments based on demographics like age, gender, income and lifestyle/attitudes. 2) Music producers and record labels are interested in the demographics of an artist's audience because it helps them market and package the artist appropriately. 3) Companies like AC Nielsen conduct extensive surveys to develop detailed demographic and psychographic profiles of audiences that classify them into different groups based on factors like interests, media consumption habits, and attitudes. These profiles help with targeted marketing.

1. Importance of MediaImportance of Media
AudiencesAudiences

3. 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.

4. 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

5. • 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.
• In groups brainstorm all the different
ways you could divide up the English
population eg gender (Male/ Female)

6. • 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?

7. Measuring audience..
Here are some things
demographic profiles include
• Numbers
• Gender
• Age
• Spending power…different types of
households eg professionals, unemployed,
retirees
• Engagement with different forms of media

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. • 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%

10. Activity
• Create a visual Demographic and
Psychographic profile of your Target
audience – use gloster
• 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!
– 5 Oct