Weekly Insights · June 28, 2023

06.28.2023 Weekly Insights Drilling Down to the Core

By Edison Research

One particular aspect of media research is finding the “Core Audience”, which the Cambridge Dictionary defines in its decidedly British way as: 

“The type of people who are most likely to buy a particularproduct, watch a particular TV programme, etc.” 

We can use Share of Ear® to determine the ‘core audience’ for different audio platforms. Below is a table that illustrates the age/sex demographic that gives the highest portion of their total audio time to each of these platforms (the Core Audience to that platform), and the percent of all their audio time given to that platform.

Of course, while understanding your ‘core audience’ has marketing value, knowing where your audience lags is useful as well. So here for good measure are the lowest values: 

For more information about Share of Ear®, email us at info@edisonresearch.com.  

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