March 2004
Intermediate to advanced
1696 pages
59h 58m
English
Content preview from Encyclopedia of Radio 3-Volume Set
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D
DEMOGRAPHICS
Defining the Radio Audience
Broadcast Research Definitions describes demographics as:
a system of categories by which a population is subdivided according to characteristics of the people who comprise it. The same term also describes audience reports which present audiences according to this system of categories. In broadcast ratings demographics most often refer to age and sex categories such as “Men 18–34” or “Women 25–49.” The terms may also be used to describe categories based on marital status, education, etc.
(Fletcher, 1988)
Demographics are important in the radio industry in two ways. First, advertisers use demographics to describe their customers and to buy audiences for commercials. This practice is the basic revenue ...
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