Audience Categorisation

The media is obsessed with grouping People into different categories and are constantly making up new ways of doing so.

Social Grade categorisation(NRS/JINARS)
National Readership survey

Socio Economic Groups

A- Higher managerial, administrative, professional e.g. Chief executive, senior civil servant, surgeon


B - Intermediate managerial, administrative, professional e.g. bank manager, teacher


C1- Supervisory, clerical, junior managerial e.g. shop floor supervisor, bank clerk, sales person


C2 - Skilled manual workers e.g. electrician, carpenter


D- Semi-skilled and unskilled manual workers e.g. assembly line worker, refuse collector, messenger


E - Casual labourers, pensioners, unemployed e.g. pensoiners without private pensions and anyone living on basic benefits
Refering to peoples occupation, economic status, education and background.
Everyone in the house is associated with the highest earner.

Another way of grouping is 'Life style choices':

• Succeders


• Aspires


• Carers


• Achievers


• Radicals


• Traditionalists


• Underachievers

Also in 'options and values':

• Traditionalist


• Materialist


• Hedonist


• Post Materialist


• Post Modernist

Audit Bureau of Circulation(ABC)
"Young minded old person" The older generation are now living longer and are generally more healthy but are also starting to become involved in new technologies using email, Mobile phone/ texting, internet/facebook

Advantages of Grouping people:

Disadvantages of Grouping people:

Audience Demographics
Recognisable characteristics of media consumers(audience) such as age, gender, education, social class and income.

Psycho-graphic profiles
Mind Image

Job? Location? Interests?