Emily Farrant -Harris

Audience Profiling - Sounds of the Season FM

Primary Audience
For my radio station, the primary audience will consist of people aged between 20-40
years old. In my opinion the gender split for my radio station will be 60% Women and
40% Men, this is because stereotypically from being around people of this age range it
is more common for women to listen to more seasonal music than men, some people
may not enjoy this kind of music and do not want to celebrate the different festive
seasons throughout the year by listening to specific music.
As this radio station will only be able to be listened to via people throughout the UK
nationally the geodemographics for the primary audience will only consist of those that
live within the UK (these people will most likely be therefore be British and of all mixed
ethnicities).

Although this radio show will be able to be accessed through various forms of media, it
is more common for people of the younger generation to listen to music via their phones
(and less often listening to radio), this is shown by Rajar facts surrounding radio within
the UK. This means that the target audience for my radio station is suitable as younger
people use their phones more (even though the Rajar fact surrounds listening to radio) it
shows how younger people aged 15-24 are more likely to listen via tablets or phones
than people over the age of 24. This shows how younger audiences are more likely to
use their phone for news or music purposes. In my opinion the primary audience will fall
in the psychographic groups of Believers.
This is because Believers are people who value their families and supporting the nation,
in my opinion I think that would relate to the primary audience because they will listen to
seasonal music as they seem like they are traditional families who value the different
times of year such as Halloween and Christmas.

The socio-economic group that I think applies to my primary audience is C2. This is
because this group consists of people working in what is considered to be Blue collar
jobs, this socio-economic group will consist of those who are skilled manual workers. I
think this applies to my primary audience as people in these kind of careers are usually
family orientated meaning that they will usually value the festive times of year.
Additionally I also believe that the socio-economic groups B C2 also applies to my
primary audience because people aged between 20-40 would stereotypically have
careers the kind of careers included in these groups. The primary audience relates to
Personal relationships in terms of needs in Maslows hierarchy, this is because people
that value these kinds of relationships will feel fulfilled when listening to this radio station
as it enables them to connect with the people around them due to the seasonal and
Emily Farrant -Harris

festive music played around what may be considered more joyful and happier times of
year.

Secondary Audience
The secondary audience for my radio station will consist of those outside of the
expected age range of my primary audience. In my opinion this is people age under the
age of 20. I think that people of this age are more likely to listen to seasonal radio that
plays festive music on a regular basis rather than older people over 40. As I believe that
my secondary audience would consist of people under the age of 20 years old, I think
that this would include more women than men, stereotypically younger men under the
age of 20 years old probably do not listen to festive music. The gender split, in my
opinion, for the secondary audience would consist of 70% women and 30% men.
Women are usually more likely to enjoy Halloween and christmas music than men
(some young men might find it cheesy listening to christmas music or other festive
music). Although I think that some men will still listen to this music I think it would more
often be women rather than men.
The secondary audience may also consist of teenagers or children who may not listen
to the radio station out of choice (for example if they were in the car with their parents)
but they probably wouldnt listen to it by themselves. As my radio station is a National
UK radio station, it is only available to people that live within the UK. The
geodemographics would still apply to the secondary audience like the primary audience
because it isnt available to people that live anywhere else apart from the UK (also this
would still consist of people that are British/mixed ethnicities).

The psychographic group that I think applies to the secondary audience is

Experiencers, this is because this group usually consists of people of a younger age.
Although this group includes those who enjoy listening to music they are more likely to
do this via the internet so they can choose directly what they listen to rather than
listening to a radio that only plays specific types of music. Some members of the
secondary audience will listen to the radio station on an irregular basis but not every
day and not always out of choice (like children).

The socio-economic groups that apply to the secondary audience are D and E. This is
because younger people below the age of 20 are more likely to fall into these
categories, this is a result of these categories including the unemployed or students as
well people that do work that is considered to be unskilled manual work. According to
Rajar younger people are less likely to listen to music via the radio and more common
use their phones and the internet to do so. Although they may listen to radio
occasionally, they are less likely to listen to it everyday.
Emily Farrant -Harris

The category of Maslows hierarchy of needs that I think that this audience would fit into
would be Diversion, this means they use the radio station to be able to feel relaxed and
enjoy themselves. The radio station applies to the secondary audiences needs by
helping them to fill their time with something that satisfies them like listening to music.

Tertiary audience
In my opinion I think that the tertiary audience for my radio station would be people that
are over the age of 40 years old. This is because people over this age are less likely to
listen to this kind of a radio station because they stereotypically like to listen to the same
radio station each day. They are considered to be people that are loyal to certain things
and would probably stick to the things that they know they enjoy. The demographics of
the tertiary audience would be people over the age of 40. Mostly consisting of a gender
split of a 50% - 50%. This is because people over the age of 40 will most likely not have
as much as an issue that young people would have regarding listening to seasonal or
festive music that could potentially be considered cheesy or repetitive.
The tertiary audience would most likely consist of people that only listen to this kind of
music or radio station when they feel like it rather than on a regular basis or not out of
choice. People over the age of 40 would most likely listen to the same radio stations
each day, probably a station that plays songs that they know they will enjoy. As my
radio station is UK based that consists of local content, the tertiary audience would
consist of people from the UK that are of mixed ethnicities. (The radio station does not
exclusively target a certain ethnic group, it is available to anyone in the UK, mostly local
citizens to North East Lincolnshire).

The tertiary audience would mostly consist of people that are lower middle class
because they may occasionally enjoy listening to classic christmas or other seasonal or
festive music. The psychographic group that the tertiary audience would fit into would
be Survivors. This is because this group consist of people of the older generation that
are brand loyal, as I mentioned before an audience that consists of people over the age
of 40 would more likely listen to radio stations that they listen to on a daily basis that
plays song they like rather than seasonal or festive songs all the way throughout the
year.

The socio-economic group that I think the tertiary audience would fit into is A as this
group consists of the kind of careers that people would have built up a lot of experience
to get over a long amount of time (stereotypically). Those in jobs that are in higher
management positions may consist of older people that have progressed through
different stages in their line of work (potentially over many years). In my opinion, the
category of Maslows hierarchy needs that this audience would relate to by listening to
this radio station would be personal identity. This is because older (like people over the
Emily Farrant -Harris

age of 70) people may feel like they can identify with other people by listening to a radio
station that relates content to what is happening at specific times of year in a certain
area.