NBC News Kills the Demographic, Personifies Its Viewers Instead

03 October 2012 | Industry Buzz

MediaPost by Joe Mandese:

In a bid to shift advertisers and agencies away from what it claims is an archaic way of defining TV and video news audiences — the demographic — NBC News Digital this week will begin pitching a new audience targeting scheme based not on the classic age, sex and income descriptors that have been used as the currency of Madison Avenue for the past half century, but on the behaviors and “personas” of news consumers. The news consumer personas, which were developed by NBC’s sales and research teams in conjunction with a variety of third-party research suppliers, essentially cluster news consumers into four main groups, based on how passionate they are about news and how much they utilize digital media to access it.