Blog 7 - Audience Information

Audience Information 
In this task I will be explaining how and why advertising agencies study audiences.

It is important for advertiser to study their audiences before going off presenting a their project. This will help advertiser  to be aware of and prepare of the reaction they might receive from the audience.

 

Standard Occupational Classification:

Psychographics

This helps to study the personality, values attitudes, interests and lifestyles.

Geodemographics:

Age:

Gender:

 

Its useful to be able to identify certain section of the audiences when carrying out market research because it helps the advertiser to be aware and be prepared by the audience reaction to their advert. It enables the television advertiser to determine the types of incentives and barriers that the audience perceive to exist with the products. Audience research reveals the target audience's viewing habits. It divides an audience into groups with similar information needs and preferences. Its can select the best television programme to reach an audience. Therefore, its important the advertiser knows undertakes a audience research because it helps the advertiser to be aware of what he/she may be showing the audience and how it may have an affect some viewers emotions and reactions.

 

BARB also known as Broadcast Audience Research Board. It was set up in 1981 to provide the industry standard television audience measurement service for broadcasters and the advertising industry.  BARB  is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA. BARB have currently 5,100 homes participating in the panel. The box record exactly what programmes they watch and the panellist indicates who in the room watching by pressing a button on a remote control handset.

BARB numbers are extremely important to commercial television stations that rely on advertising. The advertising agency will pay the television station certain amount of money based on the number based on the number of people watching a show. The BARB numbers are used to work this our. Higher BARB  numbers usually mean more advertising revenue for the television station.

 

An Audience Measurement Panel measures how many people are in an audience, usually in relation to radio listener and  television viewership. This is very important and useful to all media institutions. Research is done at all stages of production of media text and once produced, audience will be continually monitored.

 

 

Pros

It allows them to keep on track with the amount of viewers they receive from the public everyday.

 

Cons