For some media, the audience is evident in itself, if the number of units sold for DVDs or the number of seats in the cinema or the theatre. But in the audiovisual does not know how many people are watching TV via cable or satellite TV or listening to the radio. Thus, the audiovisual had need, right at the beginning of this century, namely what audience was there and where – given the importance of advertising in financing these activities, and the quantification of the audience. If, to be quantified, the audiences need to be measured, this led to divide them into subgroups and various types of audiences:
A) Social class or profession.
B) Styles of life and socio-graphic variables.
C) Young audience for advertisers.
D) How they consume media.
This way to define the audiences it’s by far the simplest, which is by social class or through their profession:
1) Group A – professionals (lawyers, doctors), scientists, managers of large organizations.
2) Group B – owners of shops, farmers, teachers, employees of white collar. 3) Group C1 – specialized manual workers – high, as builders, carpenters, nurses.
4) Group C2 – manual workers in lower level, such as electricians and plumbers.
5) Group D – semi-skilled workers, as Drivers of buses.
And a better way to define and categorize the audiences for them values and attitudes in terms of lifestyles. These are the variables psycho-graphics. The best system within this distinction is known as Attitude, Values and Lifestyles.
1) Filmmakers (people with success, rich and dynamic, for which image is important as an expression of his individuality).
2) Compliant (people mature and well trained professionals, who value order, knowledge and responsibilities).
3) Entrepreneurs (people with successful careers and oriented, politically conservative and who value the status quo, considering the important image and tend to buy products from prestigious and well known).
4) Fighters (the yields are lower but tend to be loyal to their favourite brands).
5) Confident (conservative people who believe in traditional institutions such as families and schools. This style of life tends to be very uneventful, with small but sufficient income).
6) Efforts (to be insecure and low income. They seek to obtain approval the other, which have assets they want but do not have the resources to achieve their goals).
7) Creators (enthusiasts in themselves and tend to live a conventional family life).
8) Experienced (young, impulsive and rebels.)
C) A young/ teenager audience is by far one of the main focuses of media producers since they like new products and styles but seek as well fatigue and other news. They can spend much more money on clothes, fast food, music and movies then any other audience type and because of this they became the target consumers.
1) People (aspire to admire the elements of his group),
2) Selfish (looking forward),
3) Innovative (want to leave a mark),
4) Rebels (want to build the world in their image),
5) Combined (want to be accepted),
6) Lazy (do not know very well what they want),
7) Those that the abandon their studies (turn away from commitments of any kind),
8) Traditionalists (wish that things are in the right place and determined),
9) Utopian (want that the world is a better site).
10) Cynical (always to make a complaint),
11) Cowboys (want easy money)
D) More recently, people were classified as members of a tribe, and also defined by its characteristic way of consuming the media:
1) Consumers of TV [couch potatoes] (are clinging to a television program or at most, between two channels),
2) Specialists (devoted to a specific type of programs such as “who wants to be a millionaire” or “Friends”),
3) Addicted to comedy (characterized by a somewhat rude behaviour and focus on programs of state [sitcom] and regards satirical).
4) With insomnia (watch television well beyond the prime-time).