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Demographic surveys are scientific polling
studies used by record companies, trade associations, and radio
and television stations to determine record and broadcasting sales
markets via the numbers and status of the buying market or listening
audiences. See: RECORD PROMOTION,
RECORD PROMOTION-A CLOSER LOOK,
PUSH MONEY, PAYOLA, ADVERTISING,
AIRPLAY, BAR CODE, MARKET.
These surveys may determine the audience's
sex, age, education, income/economic status, marital status, race,
geographical location, head count, type of product typically consumed,
amount of money typically spent on a specific product, type of
products that will be purchased in the near future, and/or the
time of day a listener/viewer is tuned in to a particular station.
These determinations will help company executives forecast, draw
conclusions, and take responsive action concerning their products.
For example, information gathered in a
survey can be used to determine record sales markets, station
broadcasting formats, as well as, to ascertain the market potential
of certain products for station advertisers.
If a record company knows its regional market potential, it can…
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