Demographic profile

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 mindsets).

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 diapers. This indicates that the target demographics are senior citizens 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.

See also

• Demographics
• Demography
• Geodemography
• Population profiling
• Elderly