Target Audience
The world of media is extremely competitive, and every product is designed for a specific group of people. These groups would be classed as the target, or primary, audience. If no one is interested in it, the message won’t reach anyone, and if it’s made to make money, it won’t be profitable.
Media producers study their audience carefully to understand what they like and use that information to make content that grabs their attention.
Primary Audience
A primary audience is the main group of people that the product is created for. The content is generally designed to match their interests, age and needs. For example, a children’s cartoon is created specifically for a younger audience. The colours, sounds and stories are there to entertain and keep them engaged.
Secondary Audience
A secondary audience is a group of people that may also enjoy the product, even though it was not specifically designed for them. For example, parents might watch the same cartoon with their children, even though they are not the intended audience.
Demographics
Producers identify and group their audience using demographic information. This means sorting people into categories based on factors like age, gender, income, education, and job type.
Letter codes such as A, B, C1, C2, D and E are often used to define the different groups:
Group A: Higher Professionals
e.g. Doctors, CEOs, Judges, University Professors
Group B: Middle Management Professionals
e.g. Teachers, Engineers, Accountants, Marketing Managers
Group C1: Skilled Office Workers
e.g. Office Administrators, Police Officers, Nurses, Retail Managers
Group C1: Skilled Manual Workers
e.g. Electricians, Plumbers, Carpenters, Mechanics
Group D: Semi-Skilled and Unskilled Workers
e.g. Cleaners, Warehouse Workers, Delivery Drivers, Bar Staff
Group E: Unemployed/Low Income
e.g. Pensioners, Students, Casual Workers, People on Benefits