‘Upmarket’ Audiences

One way industries categorising audiences is the ‘‘NRS social Grade’- specifically focusing on the ABC1 grade. The term ABC1 refers to the demographic social class group including, Upper Middle class, Middle class and Lower Middle class. But following this idea of social categorising the industries can cater their media to these specific groups. ABC1’s represent only 49% of the UK population, but 60 The group ABV% of the cinema audiences, which however increases up to 66% amongst heavy cinema goers.The group ABC1s represent such a high percent of the cinema goers due to the fact that they can afford to go to cinemas but also pay for baby sitters if required, where as the social group, not often used C2DE would not be able to afford cinemas tickets as well as a babysitter.

Although his research does cover a lardge amount of the UK population, there is areas between the age brackets not included; Under 15 and 25-34s.