Advertisers target confident introverts and L-plate lads

Forget ABC1s, C2Ds and all the other traditional ways of classifying consumers.

Forget ABC1s, C2Ds and all the other traditional ways of classifying consumers. Now it's "L-plate lads", "progressive leaders" and "confident introverts". Advertisers are starting to use classifications such as these in an attempt to pinpoint the media that potential consumers buy.

A survey by Carat Insight, the media research group, has found distinct bands of consumer with particular preferences in the newspapers they buy and the TV programmes they watch. This more specific targeting of consumers is becoming more important as advertising budgets are cut, because companies try to get more for their money.

This strategy could be good news for niche media, particularly the specialised TV channels with small numbers of viewers.

Carat found one group of "confident introverts" who don't think they are stylish, think the internet has changed their life and don't bother themselves with being popular. This might not sound the most dynamic of groups, but confident introverts buy computer software and music, and intend to buy their own home.

Therefore, mortgage lenders, record companies and IT product manufacturers might want to advertise in broadsheets, particularly The Observer, and along with particular types of films, because confident introverts were found to favour them.

"Progressive leaders" are frequently vegetarian and usually, high achievers. They read The Times and watch Queer as Folk. They like art and culture and spend a lot on clothes, so theatre companies and designers would want to target them. They are also found to look forward to the fare offered on the Film Four channel. The "L" plate lads commonly read The Sun and wear multicoloured shirts, but they are also keen on beer and gyms, as well as designer labels.

About a third of Carat's 100 customers have used the survey to hone in on particular groups. Nivea For Men has used Carat's results, although it has not grouped its consumers under any one heading. It has now shifted its advertising strategy from lads' mags to sports programmes, when it was found that the men most likely to use skincare products were particularly keen on sport.

"Rather than go into FHM, they went into sponsorship on Talksport and a national press campaign on the sports pages," says Jenny Biggam, marketing director of Carat Group, the owner of Carat Insight. "That's quite a brave thing for a skin products manufacturer to do."

A leading vodka manufacturer also switched its advertising strategy when it found vodka fans aspire to be opinion formers, and watch controversial programmes that are likely to be talked about the next day.

They are targeting TV programmes including Big Brother and Trigger Happy TV rather than going for mass-market audiences.

Sue Elms, managing director of Carat Insight, said, "Companies design advertising for specific target groups, but don't buy advertising for specific target groups, which is a disjointed way of doing things. This is a way of joining them up."

News
John Travolta is a qualified airline captain and employed the pilot with his company, Alto
people'That was the lowest I’d ever felt'
Life and Style
healthIt isn’t greasy. It doesn’t smell. And moreover, it costs nothing
News
i100

Other places that have held independence referendums
Arts and Entertainment
Pharrell dismissed the controversy surrounding
musicThe singer said 'the last thing I want to do is degrade'
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
News
news

Arts and Entertainment
Blossoming love: Colin Firth as Stanley and Emma Stone as Sophie, in 'Magic in the Moonlight'
film

Actors star in Woody Allen's 'Magic in the Moonlight'

News
A male driver reverses his Vauxhall Astra from a tow truck
newsThe 'extremely dangerous' attempt to avoid being impounded has been heavily criticised
News
peopleThe Times of India said actress should treat it as a 'compliment'
Arts and Entertainment
Jack Huston is the new Ben-Hur
film

It scooped up an unprecedented 11 Academy Awards when it was first remade in 1959

News
news

Watch this commuter wage a one-man war against the Circle Line
Property
Home body: Badger stays safe indoors
lifeShould we feel guilty about keeping cats inside?
Life and Style
fashion

Olympic diver has made his modelling debut for Adidas

Arts and Entertainment
Maxine Peake plays Hamlet at Manchester's Royal Exchange
theatreReview: Maxine Peake brings emotional ferocity to Shakespeare's starring part
Travel
travel

...and the perfect time to visit them

Sport
Jonas Gutierrez (r) competes with Yaya Toure (l)
football

Newcastle winger reveals he has testicular cancer - and is losing his trademark long hair as a result

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Head of Marketing - London

£60000 - £85000 per annum: Ashdown Group: Interim Head of Marketing / Marketin...

IT Application Support Engineer - Immediate Start

£28000 per annum: Ashdown Group: IT Software Application Support Analyst - Imm...

Digital Project Manager

£25 - 30k: Guru Careers: A Digital Project Manager is needed to join an exciti...

Paid Search Analyst / PPC Analyst

£24 - 28k + Benefits: Guru Careers: We are seeking a Paid Search Analyst / PPC...

Day In a Page

Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week