There are still a lot of brands that define their consumers based on age, gender, income and education, which is how audiences have been measured since Arthur Nielsen started measuring radio listenership in the ’40s and TV viewership in the ’50s. Back then diaries were sent to U.S. homes and respondents were asked to write in what they watched and listened to. Up until recently diaries were still a big part of measurement.
Partly because advertisers needed standardization, and partly due to limited computer processing and technological innovation, most brands defined their consumers by broad definitions, like adults 25-54, household income $75k+ with a high school education.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Spring Special
Save 30% Off an ADWEEK Subscription Today!
Already a member? Sign in