Audience analysis

    Here are the steps I have taken to complete my audience analysis.
     1.Find out the consumer profile for that product ( type of people that consume energy drinks) 
     2. Find out the media that targets the consumers of that product (print, broadcast, digital?)   

     3. Find out the types of programmes they watch and that is where the advert will be shown

     4. Find a sponsor that appeal to young people 

The initial target population for energy drink consumers was athletes however this has now expanded to reach a wider target market. Here are some examples of the findings of researchers regarding profile consumers of energy drinks. I have collected this research in order to find out the age group that consumes the majority of energy drinks in order to create an advertisement that appeals to that particular age range.

The majority of drinks are targeted at teenagers and young adults 18-34 year olds (Lal 2007)
The popularity of energy drinks amongst the popular generation is evidenced by 34% of 18-24 year olds being regular energy drink users. (O'Brien and others 2008; Mintel 2009)
About one and a half college students consume at least one energy drink per month in a hope to increase their energy levels to compensate for their lack of sleep or to mix with alcohol. (Miller 2009)

The information provided from market research suggests that the younger generation are the greatest energy drink consumers meaning our advert should reach out to this audience. In order to find out the type of media that targets the consumers of that product, I have collected further research to ensure that we will be displaying our product on the type of media ( broadcast, digital, print) that is relevant to that age group (18-24 year olds).



This data shows that there is a decline in hours spent on any type of media as age increases. Fortunately this means that any type of media used will be more beneficial for the promotion of our product amongst our target audience than it would be amongst an older target market.
TV and internet consumption is the highest for 18-24 year old of all media types. Our main advertisement will be filmed and we will also produce a web pop up that will appear on the internet. To find out where our advert and web pop up will be placed, I will research into the programmes that are most watched by my target market by creating a questionnaire.