Infographic: Who’s Watching TV’s Biggest Shows and How Their Interests Align With Brands

Quantcast uses search to break down audience data

Dramas skew toward women and are particularly big with 18- to 34-year-olds.
iStock Photo

While digital campaigns can be targeted to consumers with uber-specific interests, television advertising, in comparison, can sometimes feel like a shot in the dark. Sure, we know that an ad that runs during The Bachelor will reach a largely female audience, but what if a brand wants to reach millennial women with a passion for skin care and plenty of disposable income? To help brands fine-tune their TV targeting, audience measurement and marketing company Quantcast pulled search data on the demographics of people searching for specific TV shows. “[It’s] a valuable insight for brands and content creators to use for identifying and engaging with new and sometimes unexpected audiences,” said Jag Duggal, svp, product management at Quantcast. This type of data could also be helpful for shows looking for more viewers. “If there is a discrepancy between audience search demographics and who is actually watching these shows,” Duggal explained, “it could indicate that there is an audience that is ripe for engagement but has not yet converted into viewers.”

This story first appeared in the April 17, 2017, issue of Adweek magazine. Click here to subscribe.