American Idol: Audience Profile

Description of  the ideal American Idol viewer:

I would describe the ideal American Idol viewer as a female teenager between the ages of 16-21 who perhaps lives in the State of California nearby or in the city of Los Angeles. Since they are in close proximity to Hollywood, where the Idol finalists perform, they have more exposure to the marketing and hype. The individual has interests in the pop genre of music, celebrity gossip, and reality television.  They will have an outgoing personality and think that bathrooms have great acoustics so they sing songs in the shower. The person thinks Simon Cowell is the greatest person alive.

Audience  Segmentation of Choice: Psychographic Segmentation

Since American Idol is such a well developed show with a massive following the producers probably utilize psychographic segmentation in their marketing efforts. This type of audience segmentation is the most complicated and cutting edge of the common marketing techniques used to advertise to specific viewer groups. As a producer of American Idol you would have to be on top of the latest trends in the marketing world, otherwise your ratings would start to plummet. The technique involves building a complete profile of the most common viewer and then focusing your advertisement efforts on that particular market. Psychographic segmentation is used because the producers can take advantage of the following tools:

1. Identify common viewers through the use of web statistics. (visitors to americanIdol.com) :
   
2. Use of a survey issued at auditions to identify viewing habits and particular psychological tendencies.
3. Identification of the ideal VALS typology to segment advertisements.
4. Tracking American Idol voter locations and habits via cell phone numbers.
5. Tweaking the shows air time for appeal to the most common audience.

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