The ABC1 definition used by the media industry is increasingly losing relevance. Representing 54% of the UK adult population, it doesn’t correctly define an upmarket ‘High Capital’ audience who have both the economic means and progressive attitude many advertisers want to reach.
The social grade system, based on the occupation of the head of household, has remained largely unchanged since it was introduced in the 1960s. In a survey to the media industry world, 72% claimed to be knowledgeable of the ABC1 definition, however two thirds incorrectly believed affluence to be a factor in defining social grade.
We’ve identified a real upmarket audience, of which, 1 in 5 (18%) of these High Capitals wouldn’t be classified as ABC1 under the current definition. We’ve taken this a step further and segmented this group into three sub-groups. The most progressive and valuable segment within the High Capitals are the Proactives. This forward thinking group drives Channel 4’s upmarket audience and have more desirable characteristics versus. ABC1s – more money, higher propensity to trial and more influential. We’re enabling media agencies to identify and reach the Proactives (and other segments) among their audiences to the benefit of advertisers. All three audiences are available in TGI and coded onto Target Group Ratings (TGR) to allow schedules to be optimised against this segmentation.
This site gives you a whole host of information on the Updated Upmarkets including category based research, videos and nickable charts. New content will be released throughout the year, so make sure you check the site regularly so you don’t miss out!
The Proactives are forward thinkers, rich in economic and cultural capital. Early adopters, brand advocates, commercially receptive.
The Primes are an older group living comfortably off their healthy pensions.
The Practicals are a young aspirational yet conservative group who are followers, not leaders.
Loads of lovely documents you might find useful!
- The Practicals - Pen Portraits
- The Primes - Pen Portraits
- The Proactives - Pen Portraits