Target Audience Demographic

ACORN:

A: Wealthy Executives

• 01 - Affluent mature professionals, large houses
• 02 - Affluent working families with mortgages
• 03 - Villages with wealthy commuters
• 04 - Well-off managers, larger houses

C: Flourishing Families

• 09 - Larger families, prosperous suburbs
• 10 - Well-off working families with mortgages
• 11 - Well-off managers, detached houses
• 12 - Large families & houses in rural areas

D: Prosperous Professionals

• 13 - Well-off professionals, larger houses and converted flats

E: Educated Urbanites

• 15 - Affluent urban professionals, flats
• 16 - Prosperous young professionals, flats
• 17 - Young educated workers, flats
• 18 - Multi-ethnic young, converted flats
• 19 - Suburban privately renting professionals

F: Aspiring Singles

• 20 - Student flats and cosmopolitan sharers
• 21 - Singles & sharers, multi-ethnic areas
• 22 - Low income singles, small rented flats
• 23 - Student Terraces

G: Starting Out

• 24 - Young couples, flats and terraces
• 25 - White collar singles/sharers, terraces

H: Secure Families

• 26 - Younger white-collar couples with mortgages
• 27 - Middle income, home owning areas
• 28 - Working families with mortgages
• 29 - Mature families in suburban semis
• 30 - Established home owning workers
• 31 - Home owning Asian family areas

L: Post Industrial Families

• 40 - Young family workers

N: Struggling Families

• 44 - Low income larger families, semis
• 45 - Older people, low income, small semis
• 46 - Low income, routine jobs, unemployment
• 47 - Low rise terraced estates of poorly-off workers
• 48 - Low incomes, high unemployment, single parents
• 49 - Large families, many children, poorly educated

O: Burdened Singles

• 50 - Council flats, single elderly people
• 51 - Council terraces, unemployment, many singles
• 52 - Council flats, single parents, unemployment

P: High Rise Hardship

• 54 - Singles & single parents, high rise estates

Maslow’s Needs:

Need to survive – Used for adverts for food and drink,

Need for affiliation – Adverts that focus on lifestyle choices like diet and fashion, uses people’s desire to be popular and fit in.

Social Class Categories

A – High Ranking managers,

B – Middle Managers,

C1 – Junior Managers,

C2 – Skilled manual workers,

D – Unskilled Manuel workers

E – Unemployed

ITV Sales Categories

HW - Housewives

HA – Affluent Housewives

AD - Adults

A3- Adults aged 16 - 34

AA – Affluent Adults

CH – Children

Lifestyle Categories

Egoists – People who are mainly concerned with getting the most out of life for themselves.