Using social values to profile radio audience: a study among community radio listeners in Australia

Abstract

The most common approach to audience analysis is the use of geographic, and demographic variables to describe the population of interest. However, geo-demographic variables are causally remote to consumer behaviour. For example, two households with identical demographics may have different social beliefs, and outlooks on life. Because of these differences, each household would respond to marketing messages in a different way and more importantly, each household might purchase and consume different products and brands. What is required is a profiling approach that would help radio stations highlight to media buyers the future consumer behaviour of their audience; not their geo-demographic details and their past purchase behaviour. This paper highlights the use of "social values" in such an exercise. As part of this exercise, the question 'do community radio stations attract a different audience than commercial radio stations' is addressed.