Without an audience, there’d be no advertisers, and no ITV. But understanding television viewers isn’t always that easy.
Demographics have always played an important part in planning, trading and reporting media performance against target audiences. But, many advertisers will know that demographics only tell part of the story.
Mick Jagger and Michael Howard were both born in the early 1940s and are both categorised as a ABC1 men. Michael thinks the grass is something you mow every Sunday, while Mick may see grass in a more exotic light…
Okay, this may be an extreme example but it shows that your age and other demographic details don’t always tell the whole story.
Last year ITV set out to go beyond traditional viewing figures and create a new tool to understand its audiences in a rapidly changing media environment. They commissioned a usage and attitude study, that aims to understand how and why consumers make entertainment choices, how they relate to television in general, and ITV in particular. They also wanted to understand the key factors that affect weight of viewing, channel choice and programme selection. By ultimately linking this to BARB, they are able to understand not just what their audiences say about their viewing habits, but actually what they do and how they behave.
‘Helping advertisers reach more viewers, more often.’ is a 28 page booklet we produced with Mindshare and Breed to explain ITVs methodolgy, the benefits of this new approach and the role of segmentation within ITV specifically. It explores six audience groups, who they are, what their passions and interests are, their entertainment and media choices, the TV programmes they watch and their typical profile.
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