The Audience Finder Original Mapping Tool is a resource found within Audience Finder Original which features an interactive map of UK audiences through Audience Spectrum. It is freely accessibly any users who have registered for an Audience Finder login, irrespective of whether they are contributing data to the platform, and is found towards the bottom of the list of Audience Finder Original features on the left-hand side of the screen, as below.
Within the tool, you can access a breakdown of the entirety of the UK to postal sector level, showing the distribution of different Audience Spectrum types across the country. Upon selecting from a dropdown a particular AS type, the map updates to represent more densely concentrated areas with a darker colour, to tell at a glance which types predominate in which areas. An example of this may be found in the Birmingham, where two different Audience Spectrum types have been selected. Please note that this feature does not include Audience Spectrum sub-segments and only the 10 core segments.
Any postal sector may be clicked to show the percentage distribution of the Audience Spectrum type, as well the number of households in the postal sector they represent:
Additionally, with the click of a button it’s possible to view both organisations contributing insight data to the Audience Finder Data Tools and tour venues across the country, with helpful information about them.
Using the Mapping Tool, it’s possible to gain a greater awareness of audiences in any area you choose. In addition to being useful for touring organisations who may wish to familiarise themselves with audiences and venues in regions they have not yet visited, the Mapping Tool may also be used by non-touring organisations who are keen to maximise the effectiveness of their marketing and comms. Potential uses include targeted door drops, or beneficial partnerships which will resonate with particular Audience Spectrum types concentrated within a particular area.
If you contribute data to the Audience Finder Data Tools data tools, you may already be able to see the breakdown of your own audiences by Audience Spectrum type, either in Audience Finder Show Stats or Audience Finder Original. It’s possible to then use the Mapping Tool to connect what you understand about your audiences already with what you can learn about potential visitors who are right on your doorstep – and beyond.