Demographic profile
Encyclopedia
A demographic or demographic profile is a term used in marketing
and broadcasting
, to describe a demographic
grouping or a market segment
. This typically involves age bands (as teenagers do not wish to purchase denture fixant), social class
bands (as the rich may want different products than middle and lower classes and may be willing to pay more) and gender (partially because different physical attributes require different hygiene and clothing products, and partially because of the male/female mindset
s).
A demographic profile can be used to determine when and where advertising should be placed so as to achieve maximum results. In all such cases, it is important that the advertiser get the most results for their money, and so careful research is done to match the demographic profile of the target market
to the demographic profile of the advertising medium. For instance, shortly after the cancellation of Star Trek
in 1969, NBC
's marketing department complained that was premature. They explained that their newly instituted demographic audience profiling techniques indicated that the series' main young urban audience was highly desirable for advertisers. In 1971, CBS
acted on their own marketing department's demographic findings about their television network's programming and canceled several series that appealed primarily to older and rural audiences in a move nicknamed the rural purge
.
A good way to figure out the intended demographic of a television show, TV channel, or magazine is to study the ads that accompany it. For example, in the United States
the television program The Price is Right
most frequently airs from 11 a.m. to Noon. The commercials on it (besides the use of product placement
in the show itself) are often for things like arthritis
pain relievers
and diaper
s. This indicates that the target demographics are senior citizen
s and parents with young children, both of whom would be home at that time of day and see that show. Another example would be MTV
, for it has many ads with digital audio players indicating that the channel is targeted to young adults and teenagers and/or fans of music.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
and broadcasting
Broadcasting
Broadcasting is the distribution of audio and video content to a dispersed audience via any audio visual medium. Receiving parties may include the general public or a relatively large subset of thereof...
, to describe a demographic
Demographics
Demographics are the most recent statistical characteristics of a population. These types of data are used widely in sociology , public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location...
grouping or a market segment
Market segment
Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function...
. This typically involves age bands (as teenagers do not wish to purchase denture fixant), social class
Social class
Social classes are economic or cultural arrangements of groups in society. Class is an essential object of analysis for sociologists, political scientists, economists, anthropologists and social historians. In the social sciences, social class is often discussed in terms of 'social stratification'...
bands (as the rich may want different products than middle and lower classes and may be willing to pay more) and gender (partially because different physical attributes require different hygiene and clothing products, and partially because of the male/female mindset
Mindset
In decision theory and general systems theory, a mindset is a set of assumptions, methods or notations held by one or more people or groups of people which is so established that it creates a powerful incentive within these people or groups to continue to adopt or accept prior behaviors, choices,...
s).
A demographic profile can be used to determine when and where advertising should be placed so as to achieve maximum results. In all such cases, it is important that the advertiser get the most results for their money, and so careful research is done to match the demographic profile of the target market
Target market
A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy...
to the demographic profile of the advertising medium. For instance, shortly after the cancellation of Star Trek
Star Trek: The Original Series
Star Trek is an American science fiction television series created by Gene Roddenberry, produced by Desilu Productions . Star Trek was telecast on NBC from September 8, 1966, through June 3, 1969...
in 1969, NBC
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...
's marketing department complained that was premature. They explained that their newly instituted demographic audience profiling techniques indicated that the series' main young urban audience was highly desirable for advertisers. In 1971, CBS
CBS
CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...
acted on their own marketing department's demographic findings about their television network's programming and canceled several series that appealed primarily to older and rural audiences in a move nicknamed the rural purge
Rural purge
The "rural purge" of American television networks was a series of cancellations between 1969 and 1972, the majority of which occurred at the end of the 1970-71 television season, of still popular rural-themed shows and shows with demographically-skewed audiences...
.
A good way to figure out the intended demographic of a television show, TV channel, or magazine is to study the ads that accompany it. For example, in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
the television program The Price is Right
The Price Is Right
The Price Is Right is a television game show franchise originally produced by Mark Goodson and Bill Todman, and created by Bob Stewart, and is currently produced and owned by FremantleMedia. The franchise centers on television game shows, but also includes merchandise such as video games, printed...
most frequently airs from 11 a.m. to Noon. The commercials on it (besides the use of product placement
Product placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
in the show itself) are often for things like arthritis
Arthritis
Arthritis is a form of joint disorder that involves inflammation of one or more joints....
pain relievers
Analgesic
An analgesic is any member of the group of drugs used to relieve pain . The word analgesic derives from Greek an- and algos ....
and diaper
Diaper
A nappy or a diaper is a kind of pant that allows one to defecate or urinate on oneself discreetly. When diapers become soiled, they require changing; this process is often performed by a second person such as a parent or caregiver...
s. This indicates that the target demographics are senior citizen
Senior citizen
Senior citizen is a common polite designation for an elderly person in both UK and US English, and it implies or means that the person is retired. This in turn implies or in fact means that the person is over the retirement age, which varies according to country. Synonyms include pensioner in UK...
s and parents with young children, both of whom would be home at that time of day and see that show. Another example would be MTV
MTV
MTV, formerly an initialism of Music Television, is an American network based in New York City that launched on August 1, 1981. The original purpose of the channel was to play music videos guided by on-air hosts known as VJs....
, for it has many ads with digital audio players indicating that the channel is targeted to young adults and teenagers and/or fans of music.
See also
- DemographicsDemographicsDemographics are the most recent statistical characteristics of a population. These types of data are used widely in sociology , public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location...
- DemographyDemographyDemography is the statistical study of human population. It can be a very general science that can be applied to any kind of dynamic human population, that is, one that changes over time or space...
- GeodemographyGeodemographyGeodemography includes the application of geodemographic classifications for business, social research and public policy but has a parallel history in academic research seeking to understand the processes by which settlements evolve and neighborhoods are formed...
- Population profiling
- Elderly