Audience research and magazine advert research

Audience research and looking at magazine audience
YouGov is an international internet-based market research firm and
played a key part in finding our target audience as well as choosing which magazines to exhibit our magazine adverts in. As Sly Antic is a relatively small unknown band their demographics would not be featured on such a site however I used closely comparative bands to use as examples e.g Blurr, Artic Monkeys, The Pixies and The Strokes. This method however not as accurate still gave us a pretty good understanding of the primary and secondary audiences of Sly Antics. However, we already know the bands actual target audience as they have told us first hand (primary audience around 18-27 and secondary audience are "old rockers" more around the 35 plus mark)

Demographics that fit with our primary audience

Demographics that fit with our secondary audience

Our findings fit our already layed out audiences so we knew that YouGov was a reliable site. So we then went on to find out which Magazines would fit with target audiences. We found that fans of the bands (Blurr and The pixies) would be readers of Empire magazine and their main readership audience age is 25-39 which fits with our secondary audience. Fans of (Arctic Monkeys, The strokes and Blurr) would be readers of NME and their target audience is 18-24 fitting with our Primary audience. Band featuring in NME which are relatable to Sly Antics are Foals, Artic monkeys and 1975.

Empire magazine demographics

NME demographics

Target audience
So our primary audience for NME magazine is 18-24 and is social grade C2DE. (I will explain lower down)

The social grading of ABC1C2DE denotes a persons social class and levels of income. ABC1s are thought of as appreciators of broadsheet newspapers and complex and foreign dramas. However C2DE are more likely to read tabloid newspapers and watch sitcoms as well as film genres such as rom-coms. Overall it is widely agreed that AB is equivalent to upper class, C1 and C2 are upper and lower middle class and DE is working class.

It is also assumed that the higher on the scale you are the more intelligent and sophisticated a person is.