THEY SAY THAT MEDIA ARE INFLUENTIAL

THAT THEY ARE EVERY WHERE

AMONG EVERY DAY PEOPLE

PRESENT IN EVERY SOCIAL CIRCLE

THEY SPREAD THEIR VIEWS

CONSTRUCT OPINIONS

BUT THEY NEED…..

PEOPLE WHO LISTEN

PEOPLE WHO FOLLOW THEM…

AUDIENCE

AUDIENCE

AUDIENCE

AUDIENCE!!!

Group Members:Umm E Rabab RizviMahrukh SaleemSahrish IrfanZuha TajSamita EjazIrum Khan

OVERVIEW

• What is Audience?• Types of audience• Audience Research• Demographics• Gallup Pakistan• International Audience Research Agencies

What is audience?

• Audience is a group of people that participate in the media in several different ways.

• Media audiences are studied by academics in media audience studies.

Types of audience•Particular (real) audiences•Immediate audiences•Mediated audiences•Universal audience•Ideal audience•Implied audience

PARTICULAR (REAL) AUDIENCES

•Individuals that make up the audience

•Subject to persuasion and engage with the ideas of the speaker.

IMMEDIATE AUDIENCES

• type of particular audience that is composed of individuals who are face-to-face subjects with a speaker and a speaker’s rhetorical text or speech.

• This type of audience directly listens to, engages with, and consumes the rhetorical text in an unmediated fashion.

Mediated audiences

Individuals who consume rhetorical texts in a manner that is different from the time or place in which the speaker presents a text. Audiences who consume texts or speeches through television, radio, and Internet are considered mediated audiences because those mediums separate the rhetoric and the audience

Imagined audience that serves as an ethical and argumentative test for the rhetoric. It requires the speaker to imagine a composite audience that contains individuals from diverse backgrounds and to discern whether or not the content of the rhetorical text or speech would appeal to individuals within that audience.

UNIVERSAL AUDIENCE

Ideal (target) audienceTarget audience, a group of individuals that will be addressed, persuaded, or affected by the speech or rhetorical text.

Usually the target audiences are:•Women in tea and cooking oil ads•Youth in cell phone network ads•Joint family system in paint ads•Upper middle or middle class people usually

Implied audienceAn imaginary audience determined by an auditor or reader as the text’s constructed audience. It is the one that can be inferred by reading or analyzing the text.

AUDIENCE RESEARCH

Audience research can do 2 main things :

estimate audience sizesdiscover audience preferences

Audience research

Radio and newspapers are getting important in audience research.

Audience research was the first form of market research

Need for audience research

Though audience research is necessary, still some organizations survive without it, how?

• if an organization doesn’t do systematic audience research, it usually has some informal method of collecting feedback

• If funding is guaranteed, then audience research doesn't t matter that much.

• As long as the firms keep making money, they feel no need for audience research.

If you want to know why audiences react as they do, you need audience research or market or social research, depending

upon the industry.

Varieties of audience research

• Not all information-gathering is research.

• To qualify as research, information-gathering must be systematic and unbiased.

• It must cover the entire audience of interest.

• It should also avoid subjectivity: if two people do the same research, they should arrive at the same results.

• Audience research greatly reduces this risk.

Audience measurement

• Audience measurement is the most widely used form of audience research.

• There is an important difference between audience research and the customer information that non-broadcasting organizations gather.

• Audience measurement can find out only that a person (or household) was tuned into a program at a particular time. It provides no information about the amount of attention being paid or opinions about the program.

Audience measurement

Audience measurement is done in two main ways:

1. Surveys, asking people which programs or stations they listened to, at which times, on which days.

2. Meters attached to TV sets (or occasionally to radios) , which record the stations the set is tuned to, at which times, on which days.

TV ratings data collection requires a panel to be selected which is the random representative sample depending upon the income profile of households. Panel confidentiality in Gallup.

Diary Method

Panelists

Diary Collection

Gallup Coding Data Entry

Data Production

Results sent to clients

•It is a tool used to measure the viewing habits of TV and cable audiences. •It is a box hooked up to each television set and is accompanied by a remote control unit. It also consists of a base station which is like a modem and is connected to telephone from where data is downloaded. Each family member in a sample household is assigned a personal 'viewing button'. It identifies each household member's age and sex and the channel being watched.

The people meter

Problems• Compliance issues• People may have more than 1 TV set•People may watch channels on the internet•People might not allow to open their t.v sets to attach the people meter.•When the light goes off, the data is collected because of battery remotes but logging off remains an issue.

Advance portable people meter

• This helps in recording the viewing anywhere at all.

• It senses sound wave or frequency to know what channel is being watched. There is a logo of every channel stored in it which helps it identify the channel. Solves the cable operator swapping channel places issue.

Evaluation

• Tells if the purpose of the program was conveyed• Test a program for social effectiveness• Testing if programs have improved• Let advertisers know when to advertise• Let channels know what types of programs they

should run• Understand your audience.

DEMOGRAPHICS

• Population: 169,708,300 - 2009Source: World Bank, World Development Indicators

• Urban population consists of 27%.

• 67% rural population.• 105 million Tv viewers.

• Sex ratio at birth: 1.05 male/female• Under 15 yrs: 1.06 male/female• 15-64 yrs: 1.09 male/female• 65 yrs and over: 0.92 male/female

Number of Television Sets: 3,100,000 Number of Radio Receivers: 13,500,000Number of Individuals with Computers:

590,000 Number of Individuals with Internet Access:

133,875

• The three most influential newspapers in Pakistan are the daily Dawn in English, the daily Jang in Urdu, and the daily Business Recorder in the area of business and finance.

• Viewers category Hours of viewing per day

• Heavy viewer 4 and more than 4 hours

• Moderate viewer More than 2 but less than 4 hours

• Light viewer Up to 2 hours

• 60% of rural households have electricity, 30% own a TV(2000, Gallup)

Urban viewer ship comprises of a combination of Pakistani (75%), Indian (60%), and English channels (20%), however Pakistani channels lead by 15%. On the other hand rural viewer

ship is mostly of Pakistani channels (86%) with a small share of Indian channels (27%) and a

tiny share of English channels (11%).

Top 3 most watched channels in Pakistan:1. PTV2. Star plus3. Geo

• As many people watch Express News as Pogo more people watch the Cartoon Network than Geo Entertainment and more people watch Masala TV (a cooking channel) than Dawn News.

Most visited websites

1. www.pakistan.gov.pk 2. www.nust.edu.pk3. www.sbp.org.pk

Facebook is the Eighth Most Visited Website in Pakistan

•Gallup International was created in London in 1947.•It is networked to collaborate in around 70 countries of the world, spread over 5 continents.•Gallup Pakistan was founded in 1980 by its current chairman Dr Ijaz Gilani and is affiliated with Gallup International.

•3 Full Service Offices in Lahore, Karachi and Islamabad.•19 Regional Field Centers.•Strategically spread out to effectively cover the whole length and breadth of the country.

Specialized Research Divisions

• Customized Research• Media ResearchThey use Recorder G as a

software to record channel viewership at different times.

•Television Audience Measurement•Advertising, Monitoring & Tracking (They report to advertisers about any faulty advertisements)•Survey Reports & Consultancy•Print media also uses it’s information

Media Research Division Services

Internal checks available. However, they believe they should have an association which judges them at every point and to whom they are accountable.

Accountability

•50% of the total population watches satellite channels and 50% watches non-satellite channels, and therefore, non-satellite channels are in greater demand.•Since April 2000, GALLUP TV Ratings Panel is a national panel covering both Urban and Rural areas.

Socio-economic criteria set for the panelists are:•Gender•Age•Education •Monthly household income

Media Logic Vs Gallup!

Media Logic is another audience research firm in Pakistan. It exists in 9 cities and they use people meter while Gallup is on national level and uses people diary. However, since the services that audience research companies provide are considered as currency, media agencies try to use one source. Gallup Pakistan is so far the most quoted research firm in the country as well as worldwide.

INTERNATIONAL AUDIENCE RESEARCH AGENCIES

Compiles television ratings in United Kingdom.

Well-established and qualified research and information system house based in the Arabian Peninsula.

is a Global marketing and advertising

research company headquartered in New

York.