Audience Information is extremely important, it is always useful for advertisers to study audiences as it allows them to gather various data and information about the audience, so they can work round what is best for the audience so that they are more interested in the product/advertisement. Without Audience Information, advertisers would really struggle to find out what the audience wants from them, so the advertisers lack of knowledge would affect how the advert will come out, and it may not be interesting to the public as the advertisers would not have the knowledge of what the audience wants/needs.
The Audience is separated and split into different groups of people, they are labelled in the following ways:
Standard Occupational Classification (sometimes called Social Grade by advertising companies)
Advertisers have a job, they need to advertise the product/service they are selling, they need to know the Gender of who they are targeting because if advertisers were advertising an advert for Lynx men's spray, then they would need to perhaps interview more men than women because their audience is catering for men. Advertisers also need to be aware of the age group they are targeting as the advert must be suitable for the age group, if the advert targeted was about violent video game, they would need to put the adverts on late at night to ensure young children were in bed and adults stay up late at night. Advertising is not all about T.V, Adverts such as banners can be displayed throughout cities etc, if advertisers were selling a very expensive product for example luxury jewellery that costs a few thousands, they wouldn't sell it in a money deprived area as it would be a waste of money and advertising, to location is very important to what your advert/product is about. Advertisers would need to analysis
Psychographics studies the personality, opinions, attitude and lifestyles of people, to identify what their goals/interests are.If the advert displayed sensitive information that everyone disagrees with, then the advert will be boycotted. Generally, not many people are racist, racism is deemed as a very bad social attitude, so making an advert that is only attuned to one race will make the advert seem very anti-multicultural, if a TV series only showcased one race, the advert will be boycotted and complained about due to its lack of diversity.
Psychographics studies the personality, opinions, attitude and lifestyles of people, to identify what their goals/interests are.If the advert displayed sensitive information that everyone disagrees with, then the advert will be boycotted. Generally, not many people are racist, racism is deemed as a very bad social attitude, so making an advert that is only attuned to one race will make the advert seem very anti-multicultural, if a TV series only showcased one race, the advert will be boycotted and complained about due to its lack of diversity.
BARB stands for Broadcasters' Audience Research Board. BARB is a company that publically delivers the official viewing figures in the UK. Advertisers look towards BARB as a easy way to collect quantitative statistical data. Advertisers can easily collect data for research from BARB to see the audience of the UK's media interests. Although some data is qualitative data as BARB provides numeral data depending on the genre, so advertisers can see which is the most popular and perhaps launch an advert depending on that genre. BARB monitors the TV viewing behaviour in order to identify new trends.
The audience measurement panel is a panel full of members that are picked randomly and must be aged 16+. The panel rewards members with exclusive rewards.
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