Our learning

Audience Profiling and Mapping 2017-2019

This Audience Agency report analyses the audiences we reached in years 2017-2019. It was commissioned by Arts Council England as part of the national evaluation of Creative People and Places.

 

Audience postcode data is analysed using Mosaic profiling, Audience Spectrum profiling and profiling by social grade.

 

Across all CPP projects in 2019:

51% of participants belonged to one of the lower engaged Audience Spectrum segments
35% one of the medium engaged segments
14% one of the higher engaged segment
 

This compares to 35% lower, 41% medium and 25% higher households in England as a whole. Amongst CPP participants, 10% more are from lower and medium engaged segments than amongst English households.

The four most prominent Audience Spectrum segments across the 2017-2019 CPP national participant profile are Facebook Families, Trips & Treats, Kaleidoscope Creativity and Up Our Street. 63% of all participants belong to one of these four groups.

Facebook Families
Trips & Treats
Kaleidoscope Creativity
Up Our Street