Audience Types and Measuring Audience

- In one of our media lessons, we had to identify different types of audiences throughout the mass media and what characteristics each audience group has. In addition, we had to learn how these specific audience types can be measured.

Types of Audience (Not specifically for film - more mass media)

Who are you aiming at?

• Needs Directed - survivors on incomes that only allow needs and not wants to be fulfilled: pensioners and those on unemployment benefits, for example.
• Societally Conscious Achievers - Inner piece and environment more important than financial success; want personal fulfilment. Lovers of outdoors and fitness and like to experiment.
• Belongers - traditional conservative conformists: family-orientated,  like security, hate change and like a strong community.
• Emulator (Achievers) - successful, enjoy acquiring things and buy brand names.
• Emulator - young people searching for an identity - desiring to fit into adult world but can discouraged about prospects.

Measuring Audience: Demographic Profiles

TAGS = Target Audience Gathering System

• TAGS is used by Neilsen, a company that gathers information on audiences and develops marketing plans.
• Groups are based on information, lifestyle, attitude and media consumption. These are called Psychographics.
• AC Neilsen surveys tens of thousands of people aged 10+ each year to create this profile.

After we had learnt this, we were told to get into our groups, and we were all given handouts with pictures of characters from The Simpsons on them and we had to categorise them in audience groups under the categories of: succeeders, mainstreamers, aspirers, reformers and individuals. I will post a picture of that activity in a separate blog post.