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reporting on target demo or pop as whole?

(2 posts)
  • Started 1 year ago by sarahbruce
  • Latest reply from geraldbelton

  1. sarahbruce
    Key Master

    In our media campaign summaries, I'm having a hard time deciding whether to report statistics for the target demographic or for the population as a whole.

    I definitely see reasons to at least obtain both from our vendors.

    But for reporting and compliance purposes, I've typically been just showing population figures. The problem is that these figures show less effectiveness across the board than the target demo figures. The target demo figures are the ones we really want to be evaluating.

    What do folks think - does it make sense from the local government/permitting perspective to think in terms of the target demographic or the overall pop?

    Posted 1 year ago #

  2. geraldbelton
    Member

    I'm going to jump in here to say something that won't be popular with my media colleagues.

    I question the value of using "target demographics" at all.

    Heresy! I know, every media Account Executive in the area just felt a chill down her spine. But I'll let you in on a secret: the whole concept of "Target Demographic" was invented in the 1960's by NBC!

    Way back then, there were two television networks: ABC and CBS. Then this third, upstart network came along. Being the new kids, they had much smaller audiences than the two media giants. Desperate to find a way to compete, they hit on the idea that THEIR audience, while smaller, was actually BETTER for advertisers. "CBS and ABC," they claimed, "have a larger total audience. But more of our viewers are in the 18 to 49 age range, which means they buy more stuff, so it's better to advertise on us!" Advertisers bought into the idea, creating jobs for people like me for the forseeable future.

    Yes, there is some value in targeting. I'm not going to advertise Adult Diapers on Nickelodeon, or Sports Illustrated subscriptions on Lifetime.

    But for stormwater, specifically: When I hit my 50th (or 55th) birthday, does it suddenly matter less if I pour chemicals down the storm drain? Do I become less likely to do it, just by having another birthday?

    Targeting homeowners appears to make more sense. But if I rent my house, I still might fertilize the lawn or change my oil in the driveway. Not so much if I live in an apartment, but not all renters live in apartments. And, in our area, home ownership is really high. If 70% or more of the population is the "target," you aren't gaining much by trying to zero in on them. A target that broad really requires a broad campaign.

    Posted 1 year ago #

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