Audience profiles


Here you can get the headline facts and figures for the key TV buying audiences, from their universe size to the average number of ads they view per day. 

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. 

There are a huge number of possible target audiences that can be measured, however the number that can be used to 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 and access the desired programming.

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+.

Below you can see some of the profiles of different buying audiences and you can download the PowerPoint version by clicking on the download button on the top of the page.

audience profiles chart

Source: Barb, 2022

You might also like

Bespoke advertiser training

Thinkbox offer tailor-made, free training sessions for any UK advertiser wanting to learn about TV or brush up their TV knowledge

TV Masters option 1

TV Masters: our online training course

Find out about our new online training course and master the transforming world of TV advertising


Other useful training

Here you can find details of other organisations that offer credible and practical training courses