Demographics are statistics used to define of a population. Demographics are used to identify subsets within a population which characterize that population at a specific point in time. These demographics are used widely in marketing to define target audiences. Demographics are used to find out things about a population or a group of people, such as their gender, age, ethnicity, language, religion, disabilities, home ownership, income, employment status and location. Along with the Standard Occupational Class, Demographics can be used to create demographic profiles, defining the target audience by the things they like, the amount of money they have to spend, their income and their media consumption. This is used to define a group or marketing sector that a product will be aimed at, otherwise a product could be marketed to the wrong age range, gender or social class, meaning they would not make as many sales. For example, sanitary products would not be marketed at men as they would have no use for them, nor would a teenager have any interest in going on a SAGA fifty plus holiday. Demographics are important when producing an advertisement to target a certain audience as these help to define the people most likely to purchase a product. This allows marketers to target their advertisement at the right audience. For example an expensive product, such as a car or watch, could be targeted to the older generation with more money to spend as they are more likely to have a higher paying job or at the younger generation who have well paid jobs or those who are very wealthy.
Research showed that the majority of television viewing in the UK emanates from the C2DE
demographic. When measured against all day parts, the split between ABC1 and
C2DE is marginal, however, when focusing on specific day parts such as daytime
the difference grows, reverting back to a more even standing when centered on
the breakfast and peak time television day parts.
Typically, women consume more television content than men, though again this is dependent on the television channel and its content. When focusing on age, it becomes apparent that daytime viewing exhibits a high prevalence of older adult viewers; namely the 55+ demographic, whilst housewives and students also hold a notable presence. Evenings typically see the arrival of a strong 16-34 viewership.
Typically, women consume more television content than men, though again this is dependent on the television channel and its content. When focusing on age, it becomes apparent that daytime viewing exhibits a high prevalence of older adult viewers; namely the 55+ demographic, whilst housewives and students also hold a notable presence. Evenings typically see the arrival of a strong 16-34 viewership.
Linear TV viewing in the UK has broken numerous records in
recent years. In 2010 it penetrated through the 4 hours a day mark for the
first time. The average TV viewer watched 4 hours, 2 minutes of linear TV a day
in 2011. Of all the linear TV we watched in 2011, 90.6% was watched live.
The Standard Occupational Classification can be used to define the target audiences for the four television advertisements that I reviewed.
McDonalds Breakfast Wrap:
This advertisement is aimed at a broad target market. The advertisement features a wide range of different actors of different ages and ethnicities in a range of situations. This shows that anyone can eat this product anywhere. It features a young man who eats the product in a van, showing someone who would fall into the classes C2 and D as they clearly do manual work, such a being a builder or painter and decorater. A man in a smart suit is also shown sitting on a bench in the middle of a city reading paperwork, showing that business professionals can eat the product, such as people who wlould fall into the classes A, B and C. An older lady walking her dog is seen eating the product, showing pensioners who fall into the class E. A middle aged woman eats the product in a box of socks, showing that she probably works manually making socks, who woulds fall into the classes C2 and D. This product has a very broad target market and is designed to appeal to all.
Capital FM:
This television advertisement is aimed at younger people in the socail groups C1, C2, D and E. We know that this advertisement is aimed at young people aged fourteen to middle ages people aged forty from the content. The musicians featured are young and current, menaing older people may not know who they are. Typically their target audience would fall into the social class E as they would typically be in education, either at school, college or university. These may have a part time semi or unskilled job, meaning that they would fall into the class D. Those young people no longer in education and working full time would fall into the categories C1, C2 and D and those no longer in education and unemployed, such as those on benefits, would fall into the class E.
E-Lites Electronic Cigarettes:
This television advertisement is aimed at people in the social class groups B, C1 and C2. This advertisement is aimed at middle aged to older people, which is shown through the main character, a middle aged man. He is also either a dad or grandad to the baby in this advertisement and as most middle aged people would be in the same position this advertisement is targeted to them, to make them relise what they miss when they leave the room to smoke. The reason this advertisement is aimed at the classes B, C1 and C2 is because by the time people are middle aged they either have a skilled, intermediate or supervisory job, meaning they have a little more money to spend than younger people or lower social classes. Social classes D and below would be less likely to purchase this product ass the advertisement is not aimed at them as it does not feature younger people (apart from a baby) nor does it feature content that they could relate to. Although older smokers, such as those who have a pension, would fall into the category E, meaning this advertisment is also aimed at them as they may have grandchildren. They too would miss out on important parts of their development by leaving the room to smoke. Nowadays there are many older people that have to get unskilled jobs, such as in retail, meaning that they would fall into the class D. This advertisement has a very broad target market.
Cadbury Creme Egg:
This television advertisement is aimed at young to middle aged people, although mainly a younger audience, such as aged fifteen and over. The shape of the egg is different and exciting, meaning the product would be fun for children, although this advertisement is not aimed children. A child may not fully understand this advertisement, although they may find the actors facial expressions amusing. As this product is cheap, colourful and the advertiemsnt is humorous rather than serious it is aimed at the social classes C2, D and E. People that fall into the other class categories may still purchase the product they may not be attracted by the advertisement due to the light hearted, humourous style.
References:
http://en.wikipedia.org/wiki/International_Standard_Classification_of_Occupations
http://en.wikipedia.org/wiki/Demographics
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