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Arts audiences: insight [PDF 6.5 MB] - Arts Council England

Arts audiences: insight [PDF 6.5 MB] - Arts Council England

Arts audiences: insight [PDF 6.5 MB] - Arts Council England

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Their demographics• a slightly higher proportion of men thanwomen• typically middle-aged, with almost two infive aged 45–64• the majority live with their partners withno children in the household• comfortably off, with an averageeducation profile and a skew towardshigher levels of occupationTheir mediaTVThis group is most likely to watch newsand current affairs on BBC1 and ITV1 andsport on sports channels such as Sky Sports.Among their favourite programmes areBBC early evening regional news, BBC SixO’Clock and Ten O’Clock News, ITV eveningnews, Match of the Day, the ChampionsLeague and Rugby Union.InternetThe majority access the internet on a dailybasis, with a focus on financial and sportscontent. They also purchase books andtickets online.Word of mouthWord of mouth is an importantcommunication media for this group acrossa wide range of topics.Data sources: Taking Part survey 2005/06; Fused Taking Part survey2005/06 and GB TGI 2007Target Group Index © BMRBProfiling by Enlightenment (BMRB)RadioThey are most likely to tune in to listen tomusic shows (eg Radio 1’s Chart Show) andchat and entertainment programmes (egWake up to Wogan, The Chris Moyles Show,Jo Wiley, Chris Evans). They also enjoy 5 LiveSport and Radio 1’s Newsbeat.PressMost read newspapers regularly. Theyhave a particular affinity with the weekendpapers, particularly the sports and travelsupplements.MagazinesThey read supermarket and store magazinessuch as those produced by Asda, Tescoand Boots (Health & Beauty), as well asentertainment and leisure publications suchas Sky magazine, FHM, Nuts and theRSPB’s Birds.28 <strong>Arts</strong> <strong>audiences</strong>: <strong>insight</strong>

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