Viewing Figures

Audiences for music video:

 

In this post I will be investigating (through secondary research) audience figures for music videos. I will be using the Broadcasters’AudiencesResearchBoard to ascertain how many people in Britain watch music video channels I will also be using YouTube and iTunes figures to see how many people watch / download music videos online.

 

Music Channel:	Hours watched per week:	Percentage of viewers:
4music	0.05	0.3%(60000)
Kiss TV	0.01	N/A
Viva	0.03	0.2%(40000)
MTV	0.02	0.1%(20000)
MagicTV	0.01	0.1%(20000)
TOTAL	0.12	0.6%(140,000)

 

 

 I think that the reason why the viewing figures for music channels on television are so low is because more and more people tend to/prefer to use sites such as YouTube as you can watch the video you want instantly instead of having to wait for the song to come on whilst watching television.

 

Top 10 music videos (UK): iTunes

 

iTunes list the following as the most downloaded:

 

1)      Happy – Pharrell Williams

2)      Dark Horse – Katy Perry feat. Juicy J

3)      Can’t Remember – Shakira feat. Rihanna

4)      Let it Go – Demi Lovato

5)      Timber – Pitbull feat. Ke$ha

6)      She Looks So Perfect -  5 Seconds of Summer

7)      Grown Woman – Beyoncé

8)      The Fox – Ylvis

9)      Say Something – A Great Big World feat. Christina Aguilera

10)  Shake – MercyMe

     

 

YouTube viewing figures:

1)      Happy – Pharrell Williams  (91,526,156)

2)      Dark Horse – Katy Perry feat. Juicy J (63,887,875)

3)      Can’t Remember – Shakira feat. Rihanna (171,691,964)

4)      Let it Go – Demi Lovato (89,814,217)

5)      Timber – Pitbull feat. Ke$ha(164,534,350)

6)      She Looks So Perfect -  5 Seconds of Summer (3,350,794)

7)      Grown Woman – Beyoncé (data not available)

8)      The Fox – Ylvis (375,227,996)

9)      Say Something – A Great Big World feat. Christina Aguilera (51,669,750)

10)  Shake – MercyMe (data not available)

 

 

This secondary research has been effective in informing me of the following with regards to music videos and how they are watched. Music videos are a very popular form of entertainment that millions of people enjoy watching. This is proven through the quantitative data of YouTube, for example the recent number 1 music video according to iTunes, Happy by Pharrell Williams has 91,526,156 views on YouTube showing how music videos are a very popular form of entertainment.

Overall watching music videos is popular amongst millions of people, however some ways to access them are more popular than others, and internet sites such as YouTube are more popular than television channels such as 4music. This is shown where single videos such as Can’t Remember by Shakira featuring Rihanna has 171,691,964 views on YouTube alone whereas music channels are not as popular, the total viewers of the five I researched per week came to 0.6% (140,000), even if this figure is multiplied by four (a month’s views or 560,000) the figures are still not close to the views of an individual video on YouTube. This shows that YouTube is a more popular form of accessing music videos because they can be accessed on demand, and people can choose to watch only the videos they want to watch, whereas viewers of music channels have to watch many other music videos whilst waiting to see the one they want to watch. On the whole, music videos are still a hugely popular form of entertainment.        

Target Audiences for Music Videos

Target audiences for music videos:

 

Notes on demographics:

 

A: Higher management, bankers, lawyers, doctors and other professionals.

 

B: Middle management, teachers, creative and media people (graphic designers).

 

C1: White collar (office supervisors, junior managers, nurses, specialist clerical staff).

 

C2: Blue collar (plumbers, gas engineers, builders).

 

D: Semi-skilled and unskilled manual labourers.

 

E: Unemployed, OAP’s, Students and casual workers.

 

 

Psychographics:

This is defining an audience by behaviour and personality.

 

Mainstreamers:	Seek security. They are conformist. Considered to be conventional and sentimental. Like value for money. Usually the largest group. Typically younger to middle aged people.
Aspirers:	Seek status. Materialistic and they find image and appearance important. Fashion conscious. Attractive packaging more important that content. Typically younger people, in jobs such as sales.
Succeeders:	Seek control. Goal orientated, confident and have good work ethic. Quality products preferred. Typically higher management.
Resigned:	Seek survival. Rigid, interested in the past and value tradition. Choice of product would value safety, familiarity and economy. Typically older people.
Explorers:	Seek discovery. Energy, individualism and experience. Value difference and adventure. Brand choice values satisfaction and instant results. The first to try new brands. Typically students.
Strugglers:	Seek escape. Alienated and disorganised. Few resources other than physical skills. Brand choices involve impact and sensation. Buy junk food, lottery tickets and alcohol. Typically demographic D & E.
Reformers:	Seek enlightment. Freedom of restrictions and enjoy personal growth. Social awareness and independent judgement. Anti-materialistic however they are aware of good taste. Select products for quality. Typically people from a higher education.

 

 

Uses and Gratifications:

 

Escapism:	Using a media product to escape everyday problems and routines etc. For example an action film completely different from your life.
Information:	Finding out about relevant events. For example, the news, documentaries etc.
Entertainment:	Getting enjoyment out of a product. Filling time, emotional release, sexual gratification, relaxing etc.
Personal identity:	Finding models of behaviour. Identifying yourself with celebrities and gaining an understanding of yourself.
Social interaction:	Talking with friends about the latest songs, programmes etc.

 

Who is the target demographic and psychographic group for the music video Happy by Pharrell Williams?

Who is the target demographic and psychographic group for the music video Happy by Pharrell Williams?

I think that this music video is targeted at the demographic groups C1 and E the psychographic groups of mainstreamers, aspires and to a certain extent explorers, and the uses and gratifications are entertainment and personal identity for example: