It’s Q4. Do You Know Where Your Target Demographic Is?

October 20, 2014

Experian-Cable-TV-Viewers-by-Age-2014v2009As the end of this year approaches, marketers are already planning for 2015. And as marketing becomes an increasingly audience-focused affair, understanding the demographic profile of media audiences is becoming more critical than ever. A new MarketingCharts Debrief, Media Audience Demographics, provides essential data for marketers by breaking down the demographics of various media channels.

The report dives into the demographics of a host of traditional media channels, looking at how they have changed over the past 5 years and the audiences that their online equivalents (such as online radio) attract. In so doing, the data confirms some anecdotal trends and raises questions about others. For example, is the broadcast TV audience really “graying”? In fact, while the 55+ segment does now represent a larger proportion of adult broadcast TV viewers, that’s a reflection of this segment’s growing share of the adult population overall, as this segment over-indexes in weekly viewing to no more extent than it did 5 years ago. The data contained in the Debrief actually suggests that it’s cable TV’s audience that is “graying” faster than the audience for broadcast TV.

Besides TV (broadcast, cable and online viewers), the Debrief also examines the audience breakdown (in terms of age, household income and race/ethnicity) for:

  • Radio (terrestrial, online listeners);
  • Newspapers (national, local, website visitors);
  • Magazines (monthly, weekly, website visitors); and
  • Five leading social networks (Facebook, Twitter, LinkedIn, Instagram and Pinterest).

Other topics answered by the report include: the media that are most appealing to affluent Americans; the online media that have the youngest audience skew; and the social platforms that draw the most diverse audiences.

The 49-page Debrief contains 40 charts and a handy table identifying the top-indexing groups for each medium analyzed. It also comes with MarketingCharts’ value guarantee:

– If you can find this data for free (taking into account breadth, recency, and source quality), we’ll refund you your money. If you can find it, analyze, and chart it in a couple of hours or less (~$100 of your time), we’ll hire you!

Head on over here for your copy of the report.

About the Data: The media data (with the exception of social networks) is derived from Experian Marketing Services’ Winter 2014 Simmons National Consumer Study. The high quality, nationally representative study is the result of a comprehensive, continuously fielded survey of approximately 25,000 US adults, including both English and Spanish speakers. All data concerning offline media is from a base sample of US adults; data concerning online TV, internet radio, newspaper websites and magazine websites is drawn from a base sample of US online adults.

The social networking data is derived from comScore figures analyzing online US adults’ cross-platform activity in June 2014.

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