2. How to classify Audiences
• Standard Occupatinal classification: A break down of the classes of the UK
A – Upper Middle Class (higher Adminastive or professional making 3% of total population)
B – Middle Class (intermediate managerial, adminastrative or professional making 20% of total
population)
C1 – Lower Middle Class ( supervisory, clerical, lower management, adminastrative, professional
making 28% of total population)
C2 – Skilled Working Class (Skilled manual Workers 21% of total population)
D – Working Class (semi and unskilled manual workers 18% of total population)
E – Underclass (casual/ lowest grade workers, pensioners and others who depend on the state
for income 10% of total population)
• Demographics: could also be seen as stereotypes a certain type of audience with they’re
likes and dislikes i.e the transformers films were marketed towards young Men (16-30)
mainstream film goers
3. How to classify Audiences 2
• Demographics: could also be seen as stereotypes a certain type of
audience with they’re likes and dislikes i.e the transformers films were
marketed towards young Men (16-30) mainstream film goers
• Psychographics: are used to find out the general attitudes, behavior,
opinions and activities of a certain demographic this could be vital for
adverts that use overt/subconscious messages
• Geodemographics: A area where a certain type of of demographic
mainly populates. For example the suburbs are mainly populated by
higher working class families
• Age: products will obviously have a certain targeted age group i.e toys
for kids and cars for adults
• Gender: products are mostly aimed at either men or women i.e Dove
products (women) vs Lynx products (Men)
4. How can we Measure
audiences?
• Focus groups: with representatives of your target
audiences you can get one on one feedback from
them with with Q/A sessions and questionnaires.
• Television Research Agencies like Ipsos Mori are
used by over 100 different companies to collect
audience research
• Ratings are how many people are watching a
certain channel each channel will have a different
level of ratings at different times
5. How can you get information
about when to advertise?
• Channel Rate Cards are really useful each
channel has different prices but normally keep a
card with a graph to compare channels and times.
• Advertisers’ information packs/ channel profiles
are useful to find the information you need about
times prices dates and times.
