Target Audience: short film

Target Audiences: In terms of our target audience we looked at the psychographics of our target audience and found that our short film was best suited to those categorised as explorers. They are defined as wanting to experience new culture and look at new frontiers as well as looking for an adventure. This fits with our film well because the storyline is an adventure for the main character to overcome a new culture so they will enjoy watching the challenges the main character will face. Explorers as a general demographic are younger, mainly students. This therefore covers teenagers in secondary school, sixth form and then young adults at university. As well as this other young adults fit to this psychographic so based on this we consider that 20-30 year olds fit the demographic of young adults as well. In terms of UK classification some young adults may fit the category of A04, those who are 20-30, ambitious and renting expensive apartments in highly commutable areas of major cities. Other groups that may fit into the adventurer category would be students at university so the people that would fit this fall into the mosaic UK classification as rental hubs, classified as O65 and O66 who are those who mix in the community as students and graduate students still living in the area or students living in halls at university or a high density location close to the university. I also used You-Gov to find out the demographics of people who watch similar television programmes to my short film. Due to the fact my short film is similar to television programmes such as ‘Modern Family’ I used the You-Gov data on this programme to determine my audiences demographic. In terms of ‘Modern Family’ the most popular locations for viewers are London, the south coast, the Midlands and the North West. If I look at that more closely it shows that the general viewers are from more heavily populated cities, the Midlands has Birmingham and the north west has both Liverpool and Manchester. When this is looked at more closely this then fits with our idea that our film will suit students as these areas mentioned all have a number of universities covering the area so they are areas that are heavily populated by 18-24 year olds. In terms of class it is more preferable for class ABC1 but despite this it is only marginally more popular with these classes as it is with C2DE so there is not a massive class divide on our genre so it is more likely to appeal to a wider demographic of class. Based on this data I feel that my main target audience will be 18-24 year olds because it tends to be young adults and students that want to explore the world and therefore will be more interested in the culture classes our characters experience in the short film. More evidence to show this is the fact many university students now decide to take a gap year either before or after university which highlights that young students fall into the category of explorers.