It is useful for advertisers to study audiences carefully because the audience is far too important of a concept in media studies. Also every media text we may see are due to us being the audience in mind to receive as well as who will be able to understand some of it, this is why the advertisers need to know what happens when an audience gets the media text. Therefore, the producers will be able to make some money out of the audience but this generally does not happen always.
Furthermore, the audiences are divided into five groups which are labelled as standard occupational classification which advertising companies sometimes call social grade, psychographics (a common attitude), geodemographics (where they live?), age and gender. Despite standard occupational classification being one of the five groups there are labels for this group. So this consists of 'A' being Top management, bankers, lawyers, doctors and other highly salaried professions. Then 'B' is a middle management, teachers, many creatives for example graphic designers. 'C' has office supervisors, junior managers, nurses, specialists clerical staff etc. 'D' is a white collar including skilled workers, tradespersons, label 'E' which is the blue collar. The blue collar has semi skilled and unskilled manual workers. Therefore, this leaves us with the last label being 'F' and this has unemployed people, students, pensioners and casual workers. Moreover psychographics is a study of personality, values, attitudes, interests and lifestyles because this area of research focuses on IAO which stands for interests, activities and opinions someone has about something. Additionally, geodemographics are divided because of two main principles. The first principle is that as there are people who are living in the same neighbourhood they have similar characteristics therefore rather than choosing two individuals at random, it will be a variety of people from a neighbourhood who can be categorised. This is why the second principle links in to the neighbourhood being categorised in terms of the containing the population, and it could make two neighbourhoods be placed into the same categories. It is due to the fact that even though some of the people are going to be similar, they are still widely separated. Lastly, age and gender are considered to be able to know if the advert should be amusing/serious for people for example teenagers or adults. The reason the producers need to find out particular information is so that they do not spend a lot of time and money into making an ad that a few or no one will watch.
It is important to identify certain sections of the audience when carrying out market research as it gives them an idea to what the incentives are and barriers of advertising. To be able to reach out to the audience it would be good to place the adverts either before/after a selected TV programme. The usefulness of the psychographics means that there will be an oversight of what thoughts they have for example the things they like or dislike.
In addition, the information about the audience is gathered by BARB and this is an acronym of Broadcasters' Audience Research Board. BARB is a standard television audience measurement service who provide information to broadcasters and the advertising industry. Since 1981, BARB have been owned by the BBC, ITV, Channel 4/5, BSkyB and IPA which stands for institute of practitioners in advertising. Additionally, IPA is not a profited company which is limited by guarantee. Currently BARB have roughly 5100 homes participating in the panel, where there is a box that registers the exact programmes that are being viewed. So when the programme is being watched a panellist detects who is present in the room, by pressing a button a remote handset. BARB are able to measure the views if someone from the age of four and above is watching longer than thirty seconds to allow the ratings to compute. The more the numbers are for BARB indicates that they will be able to advertise even more ads on television stations.
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