Target Audiences (WJEC Eduqas GCSE Media Studies): Revision Note

Target audiences

Specialised audiences

• Specialised audiences are groups of people with narrow or specific interests

• This is called a niche

• Media organisations target them through marketing designed to appeal to that specialised audience 

  • Example 1: a sports magazine may target football fans 

  • Example 2: a fashion brand may target young skaters

• When producers target a niche or specialised audience they are trying to guarantee consumers for their product

Mass audiences

• Mass audiences include a wide range of people from different demographics and psychographics

• Media products aimed at mass audiences try to appeal to large numbers of viewers or readers to maximise profit

• Mainstream products include:

  • Blockbuster films

  • National newspapers such as The Sun

  • TV shows such as Luther broadcast on BBC1

• Products aimed at mass audiences are more likely to include themes that are popular or “universal”

• They also tend to include and represent multiple social groups in order to widen their audience appeal

Segmentation

• Audience segmentation helps organisations construct their products more successfully using multiple forms of data and information

• Segmentation combines demographics (such as people grading) and psychographics to divide audiences into considered groups

• Each segment (audience group) can then be targeted with specific content or advertising

  • Example 1: A high-end car advert targets ABC1 males aged 30–50 who value status

  • Example 2: A teen fashion magazine targets 13–18-year-olds interested in trends and social media