Audience Demographics

Audience Demographics

Audience Demographics - A way of categorising advertising audiences. Demographic audience profiling will categroize audience to their:-

• Age
• Class
• Education
• Gender
• Household size, owner
• Marital status
• Occupation and income

Audiences are categorized in groups A to E. Groups A + B are the highest earning and possibly the ones with the highest disposable income. Those who are retired may not earn money but often have an income they use for luxuries

Grade = Social Status = Occupation
Group A = upper middle class = higher managerial, administrative or professional
Group B = middle class = intermediate managerial, administrative or professional
Group C1 = lower middle class = supervisory or clerical, junior managerial, administrative or professional
Group C2 = skilled middle class = skilled manual workers
Group D = working class = semi and unskilled manual workers
Group E = lowest level of substitute = state pensioners or widows, casual or lowest grade workers

Examples

VOGUE magazine would attract the more upper classes, mainly because of the type of fashion that is advertised in the magazine. The models featured in the magazine wear very smart clothing, which only the minority of people, which have annual salaries of £100,000 or more, would be able to buy. The majority of people would be unable to afford this type of clothing because of their salaries.