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DEMOGRAPHIC SURVEYS

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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 Cross-links: 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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