When choosing an audience to target with TV advertising, advertisers can define it by gender, social class and age at a national or regional level. The total number of people in this audience is then known as the universe (you can download up to date universe sizes for the main BARB reported audiences here).
There are a huge number of possible target audiences that we can measure, however the number that we use to actually trade TV is much smaller and so one of the key tasks when planning a TV campaign is to identify which audience should be traded in order to reach the target audience most efficiently.
Should an advertiser have a specific target audience that cannot be traded on TV then it is common practise to convert to a trading/buying audience that will give them access to the best performing and most appropriate TV channels and programmes for their target audience.
So, for example, a brand may want to reach a target audience of adults 55+. This isn’t a traded audience so converting to a trading (or buying) audience of ABC1 Adults is likely to give that campaign access to the best suited and performing programmes for adults 55+.
In this section you can explore some of the profiles of different buying audiences.
(*Source: BARB Q3 2013 – Q2 2014, IPA Touchpoints 5)
Individuals aged 16 or over are classified as Adults within the BARB service.
- Adults watch an average of 4 hours and 2mins of linear TV a day, 2 hours and 38mins of this is commercial TV
- The majority of adults’ viewing is done at the time of broadcast, 88.2% of their viewing to be precise!
- Of the viewing that is time-shifted, 5.6 % of their total TV content is watched on the same day as live (VOSDAL)
- Adults are most likely to consume Video on Demand (VoD) on a Sunday and Monday
- ABC1 Adults watch 3 hours and 20mins of linear TV a day, 2 hours and 1mins of this is commercial TV
- Upmarket adults watched 92.8% of their TV viewing on the same day as live with 86.1% of this being a the same the time of broadcast
- TV viewing is highest from Sunday through to Tuesday
- VoD viewing is highest from Friday through to Tuesday with a dip in viewing on Wednesday and Thursdays.
- 16-34 Adults watch 2 hours and 41mins of linear TV a day, 2 hours and 1 mins of this is commercial TV
- Young adults unsurprisingly time-shift more than many other audience groups, yet 91.4% is still viewed the same day as the live broadcast.
- Spend more of their time watching TV whilst using other devices than the average adult
- ABC1 Men watch 3 hours and 7 mins of linear TV a day, 1 hours and 52 mins of this is commercial TV
- Unsurprisingly, ABC1 Men are most likely to watch Sport and News.
- Upmarket men on average watch 86.3% of their TV at the time of broadcast
- TV viewing is at its highest on Mondays and Saturdays
- VoD viewing is heaviest on the Saturday, Sundays and Tuesdays.
- 16-34 Men watch 2 hours and 22 mins of linear TV a day, 1 hours and 45 mins of this is commercial TV
- Young men will spend more time multi-screening than the average man but less than their female counterparts
- Fewer men in this age group consume TV content through VoD than their female counterparts.
- Young men, unsurprisingly, time-shift more than many other audience groups, yet 91.9% is still viewed the same day as the live broadcast.
- C2DE Men watch 4 hours and 29 mins of linear TV a day, 3 hours and 2 mins of this is commercial TV
- This audience group spends less time than ABC1 Men multi-screening
- Men in this social demographic split their TV viewing very evenly throughout the whole week
- As a group they also spend less time consuming TV content through VoD than upmarket adults.
- Instead, they watch a higher percentage of their TV live at the time of broadcast (90.6%) with 95.1% viewing on the same day as live
- ABC1 Women watch 3 hours and 33 mins of linear TV a day, 2 hours and 9 mins of this is commercial TV
- TV viewing amongst upmarket women is relatively consistent throughout the week, with a slight dip on Saturdays and an increase on Sundays.
- VoD viewing is heaviest on a Sunday and Monday
- Whilst watching their TV they are likely to spend more time than their male counterparts’ multi-screening.
- 16-34 Women watch 3 hours and 1 mins of linear TV a day, 2 hours and 17 mins of this is commercial TV
- Young women are the most likely group to use a companion screen whilst watching TV
- According to Touchpoints 2014 data, this group are some of the heaviest consumers of VoD content
- VoD viewing is at its highest for this audience group on Thursdays, when on average their TV viewing is lowest
- Whilst the highest viewers of VoD, they still watch 91.1% of their TV content on the same day as it is broadcast
- C2DE Women watch over the average daily amount of linear TV at 5 hours and 9 mins
- Dramas and Soaps are key drivers of viewing against this audience
- This group are light VoD viewers, but if watching are most likely to be consuming VoD content on Mondays.
- In contrast, much of their TV viewing is live at the time of broadcast (89.4%) with 94.4% viewed on the same day as live.
- Highest TV viewing days run from Sunday through to Wednesday
The Housewife is the member of the household who is solely or mainly responsible for the household duties – meaning the majority of their time will be spent at home. A housewife may be male or female and there is only one housewife per household.
- Housewives watch nearly 89% of their viewing live and watch 4 hours and 41 minutes of linear TV a day
- Like other demographics they watch TV during peak but they also watch throughout the day, providing ample targeting opportunities
- Sunday to Wednesday are when viewing is highest for this group
- Housewives are lighter viewers of VoD, watching less on average than their upmarket counterparts but they do spend a significant amount of time using another device whilst watching TV
- Upmarket Housewives watched 3 hours and 50 mins of linear TV a day with 2hours and 17 mins of it being commercial TV
- 86.5% of this viewing is done live
- They are quite media-savvy, spending 27 minutes a day multi-screening
- This audience is most likely to be watching TV on a Sunday and least likely on a Saturday. Reaching this audience through TV remains pretty stable throughout the rest of the week
|Housewives with children
- Housewives with children mange to fit in 3 hours and 46 mins of linear TV a day, 2 hours and 42 mins of this is commercial TV
- They watch over 91.8% of their viewing live or on the same day as it was broadcast
- Housewives with children are above average for time-shifting, with 16% of their viewing time-shifted
BARB reports viewing for children aged 4-15
- Children watch an average of 2 hours and 4 minutes of linear TV a day
- Unsurprisingly kids TV channels are the main drivers of viewing against Children 4-15yrs
- As they mature their viewing increases and their tastes switch to a broader range of genres
- Children watch the majority of their viewing live.
- They time-shift 13% of their total viewing