It is useful for advertisers to observe an audience as they are able to understand and develop a way of trying to sell to them what they are trying to sell. Observing these people would help as they would know just how they react to certain things. The importance of knowing the audience is key as you need to make sure you know what they want to see, and need to make sure that the advertisement is liked by your audience. The audience sometimes give money to the media that they are receiving so you need to make sure that they are receiving the quality they paid for.
Audiences are organised and labelled in many different way, these include -
- Standard occupational classification (Social Grade)
- Psycho-graphics (Common Attitude)
- Geodemo-graphics (where they live)
- Age
- Gender
Standard occupational classification (social grade) -
The social grade of someone is a range of different classes of people. The classes range from lower class (not very wealthy) to upper class (have quite a bit of money). All of the different classes that are involved in this ranging are lower class, working class, middle class, and upper class, in these groups the types of advertisement they watch effects there social class. Each of these classes will like different things and tend to spend time with people who are in the same class as them and enjoy similar things. Generally the upper class groups will enjoy entertainment of a high quality and educational entertainment, where as lower class people will more than likely tend to enjoy entertainment rather than serious television. It is important to know the social class of your audience as you are able to understand what entertainment they enjoy, so you are then albe to produce an advertisement that is most likely to suit those particular socia classes. This is also because you need to know what kinds of things you are able to put into the advertisement to appeal to that particular audience type. You also need to make sure that whatever you are doing does not mock the public and these different classes of people.
Psycho-graphics (common attitude) -
The psycho-graphics of someone is the personal attitude and beliefs of a person. Every single person has different beliefs and personal attitudes towards certain things, and these people are split into three different categories. These consist of interests, activities and opinions, and these are called IAO variables. These three variables affect the different kinds of things that people watch. It is useful to split these different people into groups as it means that you are able to find out what they enjoy watching and incorporate it into what they are watching to keep them interested for longer. An example of this would be done is for instance a religious person may want to watch a show that is associated with their religion. If a company is targeting a certain group of people like men or women for men they would you something that would appeal to them, but for women they would do something that appeals to there group. It is good to divid people as some things may appeal to one range of person while some thing will not.
Geodemo-graphics (where they live) -
Geodemo-graphics is an area in which a person lives. where people live will effect what they watch, this is because people that live in certain places will tend to like the same sorts of things that their neighbours would enjoy watching. It is useful to divid these people up as they will be able to focus on what entertainment those certain people enjoy watching. This is also helpful as it means that you can fit the sort of things they like to watch with that person and you are able to fit it in with the people that they live near so they are able to develop friendships through talking about what they may like to watch. If they are targeting a certain group of people they would include things that appeal to them and the people around them.
Age -
The age of someone would affect the type of media that they like to watch as for example, older people would choose not to watch what younger people may enjoy watching. It is important that these groups are split up as their needs to be a range of things that the elderly and younger people will want to watch around the same time. As elderly people tend to watch things such as countdown or deal or no deal, a television company would need to make sure that they are showing things on television that would interest them. As well as younger people may choose to watch television shows that are more designed to entertain rather than help someones knowledge, this means there would need to be a more entertainment style of television on so that teenagers are able to be entertained as well. This is useful as television would have to include things that appeal to all age groups and by splitting up these different age ranges it become easier to a pick things that will appeal to a large group of people.
Gender -
The gender of someone is a large factor that affects the range of things a group of people watch. In television men and women tend to like different things and there would need to be things on television that is appealing for both sexes. Women would tend to like more things that include emotion and the way people feel where as men would tend to enjoy more action. This shows that gender effects everything as both genders like different things. It is useful to make sure that their are things on television that appeal to men and women as there needs to be a range of different things for people to watch on television. This is also useful if directors are focusing on appealing to one gender and trying to interest one gender as it means that they will be able to focus on what appeals to this group the most, and will be able to work out what they need to focus on in the movie to make as much money as they possibly can.
How is audience research conducted? -
There are a range of different companies that specialize in market research so that television companies are able to produce things that include all of these different aspects.
BARB -
BARB is an organisation that is give companies a breakdown or regional and national level, It is the official source of television viewing figures in the UK. There is a viewing data section of this sight where you are able to view the companies television audience figures, and on this site people are also able to view top ten and top thirty lists. Since 1981 BARB have provided a broader overview of key event in television and viewers are able to subscribe to the site to receive any news of updates.
RSMB -
RSMB was established in 1987 and offer high quality design and operations in the field of television advertisment measurements. In 2007 the organisation was awarded 'contract A' for the latest BARB service. They have been currently recognised by other industry organisations and they are able to respond to increasing demand of the UK radio industry.
The social grade of someone is a range of different classes of people. The classes range from lower class (not very wealthy) to upper class (have quite a bit of money). All of the different classes that are involved in this ranging are lower class, working class, middle class, and upper class, in these groups the types of advertisement they watch effects there social class. Each of these classes will like different things and tend to spend time with people who are in the same class as them and enjoy similar things. Generally the upper class groups will enjoy entertainment of a high quality and educational entertainment, where as lower class people will more than likely tend to enjoy entertainment rather than serious television. It is important to know the social class of your audience as you are able to understand what entertainment they enjoy, so you are then albe to produce an advertisement that is most likely to suit those particular socia classes. This is also because you need to know what kinds of things you are able to put into the advertisement to appeal to that particular audience type. You also need to make sure that whatever you are doing does not mock the public and these different classes of people.
Psycho-graphics (common attitude) -
The psycho-graphics of someone is the personal attitude and beliefs of a person. Every single person has different beliefs and personal attitudes towards certain things, and these people are split into three different categories. These consist of interests, activities and opinions, and these are called IAO variables. These three variables affect the different kinds of things that people watch. It is useful to split these different people into groups as it means that you are able to find out what they enjoy watching and incorporate it into what they are watching to keep them interested for longer. An example of this would be done is for instance a religious person may want to watch a show that is associated with their religion. If a company is targeting a certain group of people like men or women for men they would you something that would appeal to them, but for women they would do something that appeals to there group. It is good to divid people as some things may appeal to one range of person while some thing will not.
Geodemo-graphics (where they live) -
Geodemo-graphics is an area in which a person lives. where people live will effect what they watch, this is because people that live in certain places will tend to like the same sorts of things that their neighbours would enjoy watching. It is useful to divid these people up as they will be able to focus on what entertainment those certain people enjoy watching. This is also helpful as it means that you can fit the sort of things they like to watch with that person and you are able to fit it in with the people that they live near so they are able to develop friendships through talking about what they may like to watch. If they are targeting a certain group of people they would include things that appeal to them and the people around them.
Age -
The age of someone would affect the type of media that they like to watch as for example, older people would choose not to watch what younger people may enjoy watching. It is important that these groups are split up as their needs to be a range of things that the elderly and younger people will want to watch around the same time. As elderly people tend to watch things such as countdown or deal or no deal, a television company would need to make sure that they are showing things on television that would interest them. As well as younger people may choose to watch television shows that are more designed to entertain rather than help someones knowledge, this means there would need to be a more entertainment style of television on so that teenagers are able to be entertained as well. This is useful as television would have to include things that appeal to all age groups and by splitting up these different age ranges it become easier to a pick things that will appeal to a large group of people.
Gender -
The gender of someone is a large factor that affects the range of things a group of people watch. In television men and women tend to like different things and there would need to be things on television that is appealing for both sexes. Women would tend to like more things that include emotion and the way people feel where as men would tend to enjoy more action. This shows that gender effects everything as both genders like different things. It is useful to make sure that their are things on television that appeal to men and women as there needs to be a range of different things for people to watch on television. This is also useful if directors are focusing on appealing to one gender and trying to interest one gender as it means that they will be able to focus on what appeals to this group the most, and will be able to work out what they need to focus on in the movie to make as much money as they possibly can.
How is audience research conducted? -
There are a range of different companies that specialize in market research so that television companies are able to produce things that include all of these different aspects.
BARB -
BARB is an organisation that is give companies a breakdown or regional and national level, It is the official source of television viewing figures in the UK. There is a viewing data section of this sight where you are able to view the companies television audience figures, and on this site people are also able to view top ten and top thirty lists. Since 1981 BARB have provided a broader overview of key event in television and viewers are able to subscribe to the site to receive any news of updates.
RSMB -
RSMB was established in 1987 and offer high quality design and operations in the field of television advertisment measurements. In 2007 the organisation was awarded 'contract A' for the latest BARB service. They have been currently recognised by other industry organisations and they are able to respond to increasing demand of the UK radio industry.
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