How is Audience Spectrum created?

Audience Spectrum is based on the extent to which people engage with arts and culture, and its role in their everyday life. The segmentation recognises that everyone engages with culture to some extent or another, and that lower engagement doesn’t necessarily indicate lower interest – opportunity, relevance, preferences all play into levels of engagement.

The segmentation is created using the five key data sources below, using real data and aligned with findings of our Audience Finder dataset. The inclusion of Experian and Census data means that Audience Spectrum can profile audiences at full household level.