AQA GCSE Media StudiesUnit 1 Investigating the MediaExam Topic: TV Game Shows

Lesson 4 – Audience segmentation models

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LESSON 4

AUDIENCE SEGMENTATION

Audiences can be studied and segmented into many different models. DemographicsThis is the study of the population. Studies look at gender, ethnicity, age, education, income level and employment, among others. Many organisations will use this information to determine who a target audience may be.There are many different ways of studying demographical information, and many organisations use different systems.

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AUDIENCE SEGMENTATION

Audiences can be studied and segmented into many different models.

4 Cs Psychographic ProfilingA system of profiling the audience, by their motivations. Cross Cultural Consumer Characterisation forms the idea that there are seven types of consumers which can be targeted, perhaps through imagery and text. The target audience will be more attracted to a certain type of product or brand based on the profile.

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AUDIENCE SEGMENTATION

4 Cs PSYCHOGRAPHIC PROFILINGMainstreamersThis is the largest group, who tend to be domestic, conform, are conventional and sentimental.  They seek security and favour value-for-money family brands.

AspirersThis group is typically formed of younger people.  They seek status, are materialistic, concerned with image and appearance.

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AUDIENCE SEGMENTATION

4 Cs PSYCHOGRAPHIC PROFILINGSucceedersThis group is typically higher management and professional people, who are confident and seek control. They are goal-minded, organised and work hard.

ResignedThis group comprises mainly older people, who are interested in the past and the traditional. They seek to survive and have rigid and authoritarian values.

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AUDIENCE SEGMENTATION

4 Cs PSYCHOGRAPHIC PROFILINGExplorersThis group consists of a younger demographic, such as students.  They are individuals, have energy and seek to discover new experiences.   

StrugglersThis group consists of a lower demographic, such as low-income groups.  They seek escape; buy alcohol, junk food and lottery tickers.  They have few resources other than physical skills.  They can be alienated and disorganised.

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AUDIENCE SEGMENTATION

Audiences can be studied and segmented into many different models.

4 Cs PSYCHOGRAPHIC PROFILINGReformersThis group are individuals with social awareness and independent judgment. They are anti-materialistic, but have good taste and social awareness.

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AUDIENCE SEGMENTATION

ABC1A system used for categorising demographical information used for audience targeting and market research by advertising sectors. It breaks up the population into specific grades by occupation, focusing on spending power.

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AUDIENCE SEGMENTATION

ABC1

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Social Grade Social Status Occupation

A Upper middle class Higher managerial, administrative or professional, e.g. bankers, lawyers, doctors

B Middle class Middle managerial, administrative or professional, e.g. teachers

C1 Lower middle class Supervisory or clerical, junior managerial, administrative or professional, e.g. office supervisors, junior managers, nurses, specialist clerical staff

C2 Skilled working class Skilled manual workers, e.g. plumbers, builders

D Working class Semi-skilled and unskilled manual workers

E Lowest level of subsistence

State pensioners or single parents, casual or lowest grade workers, unemployed, students

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Audience

USES AND GRATIFICATIONS:1. Diversion – a distraction from reality or as pass time.

2. Personal relationships - able to connect with others through the game show e.g. relate to other people

3. Personal identity - the game show/ topic relates to you and your personality traits

4. Surveillance/ cognitive needs – gaining information and watching the game show for a purpose

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Audience

Mood management – the consumption of messages, particularly entertaining messages are capable of persuading a change in mood.

Sensation seeking - the search for experiences and feelings from watching the show

Vicarious experiences – experiencing the same emotions as the contestant e.g. feeling excited when they win the grand prize.

Downward social comparison - judging people and comparing yourself to people who are less skilled/good looking etc. than they are. (thinking you are above them)

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Audience Values and Lifestyles

Psychographic Market Segmentation:Thinkers - These consumers are the high-resource group of those who are motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities centre in their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers.

Makers - These consumers are the low-resource group of those who are motivated by self-expression. They are practical people who value self-sufficiency. They are focused on the familiar - family, work, and physical recreation - and have little interest in the broader world. As consumers, they appreciate practical and functional products.

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Audience Values and Lifestyles

Psychographic Market Segmentation:Experiencers - These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest of all the segments, with a median age of 25. They have a lot of energy, which they pour into physical exercise and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful favourites, with particular emphasis on new products and services.

Achievers - These consumers are the high-resource group of those who are motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They are politically conservative and respect authority and the status quo. They favour established products and services that show off their success to their peers.

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Demographics:• Gender – both male and females• Ethnicity – All ethnic groups in the UK. The majority of which are white.• Age – between the ages of 12-16• Education – in education state and private. Of all different abilities but mostly those who

excel in school and enjoy learning.• Income level/Employment - does not affect my target audience as they are not able to

work, but their parents/family will be earning good pay. I am not looking to target families that depend solely on benefits etc.

• Location – all over the UK• Class – ABC1

Primary Target Audience = teens.Secondary Target Audience = families or people between the age of 20-45

My Game Show Audience Segmentation

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My Game Show Audience Segmentation

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Psychographics:• Personality = optimistic, persevere, happy and joyous, have a positive outlook on • Interests school and try their hardest. They do not have to be very clever or • Lifestyles the smartest kid in school. They should enjoy new technology but also• Values have hobbies and talents they like to do in their free time. They should• Attitudes have a middle class, healthy lifestyle too.

• 4C's Psychographic Profiling = mainstreamers (because my target audience is towards teens who always follow the latest trends and try to blend in with what is cool. Also, families prefer generic shows which are not too far from the ordinary.

My Game Show Audience Segmentation

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Uses and Gratifications:• The main reasons for the target audience is for them to relax and take a break from

studying, but also use that time wisely by learning other unusual and interesting facts to broaden their knowledge on subjects or just general knowledge.

• DIVERSION AND SURVEILLANCE• This way, the audience are learning new things without realising, therefore not wasting

their time doing something useless e.g. watching/playing mindlessly.

My Game Show Audience

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My Game Show Factors• Mood management – the consumption of these intellectual and unique facts/messages

are capable of relieving anger/stress from students. They help to alter their mood and divert their attention from real life. They will become happier and more calm after watching the show. It may also cause determination and perseverance.

• Vicarious experiences – such as experiencing the same emotions as the contestant e.g. feeling excited when they win the grand prize will reflect on what they would feel like when they receive good exam/test scores; therefore encourages the students to study.

My Game Show Audience

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Psychographic Market Segmentation:• I believe my game show will be focused on the market segment of ACHIEVERS as the

main idea of the game show is to motivate people and help them achieve more. after watching the show they will become more pro-active and achieve success easily.

• Furthermore, they will be able to emphasise how their knowledge has broadened after watching my game show, therefore showing off their success.

My Game Show Audience Values and Lifestyles