1. Audience Fragmentation
2. Audience Profiling
3. Scheduling and promotional
Since introduction of multi-channel TV,
the number of hours people spend
watching TV has not increased
Audience is being split between many
This is ‘fragmentation’.
See worksheet 8.
Audience Classification and
Broadcasters research audiences to
target their own programmes more
effectively and to provide audience
profiles for advertisers.
Compares viewing habits with social
class/gender/age/income. They are:
Group A: Upper middle – business,
professional, upper management
Group B: professional, middle-management
Group C1: Lower middle – supervisory, trades
Group C2: Skilled – skilled manual workers
Group D: Semi/Unskilled – manual workers
Group E: Subsistence – pensioners,
In multichannel homes…
…there is a much younger age profile
than analogue terrestrial homes.
Look again at the kinds of programmes
in the schedules you have studied. Are
schedulers of digital-only channels
targeting a younger demographic?
Values, Attitudes and Lifestyle
Another way of profiling. VALS categories
Innovators are successful, wealthy,
dynamic people for whom image is
important as an expression of their
Thinkers are mature people who are well-
educated professionals. This group values
order, knowledge and responsibilities.
Achievers are successful and career-
oriented people. They are politically
conservative and value the status quo.
Image is important to them and they tend
to buy established, well-known products.
Experiencers are young, impulsive and
rebellious. They like new products and
styles but soon tire of them and search for
novelty. They spend as much as they can
afford on clothing, fast food, music and
Believers are conservative people who
believe in traditional institutions such as
the Church, and in the importance of
family and community. Their lifestyle
tends to be very routine. Their income is
small but sufficient.
Strivers tend to be unsure of themselves
and have a low income. They are striving
for approval from others, which they feel
they could gain by ownership of
possessions, most of which they cannot
Survivors are do-it-yourself enthusiasts
and tend to live a conventional, family
Strugglers are on the lowest income and
tend to be loyal to their favourite brands.
Which one are you?