Increase In Sub-Group Buying

Research released today by The Billett Consultancy into TV Audience Targeting confirms that advertisers’ demand for buying Sub-Groups on television has increased more than expected.

In the first half of 1993, 42% of all TV buying is targeted to sub-groups; up from 31% in 1992 and 27% in 1991. Of these, ABC1s represented the largest group and adults aged 16-34 the fastest growing. Channel 4 has enjoyed the most pronounced growth; 59% has been bought against Sub-Groups.

These results mean that if in 1994 demand continues to rise, as seems likely, then it could lead to further polarization between channels if the changes are not equally distributed. Increased demand also requires programme makers to provide sufficient programming for the most popular audiences; if demand outstrips supply then the cost of buying Sub Groups could accelerate faster than that of TV airtime in general.

Audience Targeting on Television: The Billett Consultancy 1993.

John Billett 071 928 6244.