Audience Theory

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  • It applies to every Household Reference Persons (HRP) aged 16 to 64. If they are not the HRP and were working in the week before the Census, they receive their own Social Grade. If not a HRP and not working in the week before the Census, they receive the Social Grade of the HRP (source: MRS MRS Census & Geodemographics Group).
  • It is a discriminatory tool for media consumption and purchasing power in general. It has been used by National Readership Survey to discriminate readers of popular newspapers.
  • The Social Grade model has been based on  Occupational Code 2010 code, Employment status, Qualification, Tenure and whether respondents work Full time, Part time or not working.
  • Social Grade based on the Census 2011 data is available for all four UK countries (England, Wales, Northern Ireland and Scotland).

- Demographic: a section of the population sharing common characteristics, such as age, sex, class, etc
- Psychographic: the use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.


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