Secondary Audience: Definition

A secondary audience is the people that are likely to watch the film or advertisement and then influence the decisions of the primary audience.

For example, people who are not likely to ​buy a ​product but can ​influence the decisions of those who will possibly buy that product.

What is a demographic?

The phrase "a demographic" is a term that refers to demographic segmentation. This basically refers to how a population is situated. However, within this context, a target demographic is a specific group of customers selected as the target of a given film or advertisement.

What is a psychographic?

Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. This is used to help to find the perfect target demographic for a film or advertisement.

Demographic : Posession

Source: Pearl & Dean

Film : The Exorcist (1998)

Demographic : Redneck & Backwoods

Source: YouGov

Film : Texas Chainsaw Massacre

Demographic Explanation - Luca

The demographic and psychographic both suggest the target audience is of an older generation.

The target demographic is shown to be 40-54 years old and along with the hobbies and activities being quite passive suggests the audience is of an older generation. 

The film was one of the first truly scary horror films of its day and many people were too afraid to watch it. This caused an older generation who have experienced more in their lifetime to watch the film as they are less likely to be scared by the film and enjoy it more.

Film: The Exorcist (Possession)

Demographic Explanation - Ben

The demographic and psychographic both suggest the target audience is of an older generation.

The target demographic is shown to be 40-54 years old. The activities also show that of an older generation, night clubs and pubs are both age restricted to either 21+ OR 18+ which further shows that the audience is that of an older generation.

This film caused a lot of controversy, due to it being based on a true story. This caused younger people to be less interested within the film, as stereotypically, young people prefer films that are created with CGI and storylines that are adventurous rather than disgusting and shocking.

Film: Texas Chainsaw Massacre (R&B)

Demographic Explanation - Sam

The demographic suggests the target audience is of an younger generation. The demographic shows that the age demographic was mainly between 15 and 35 years old. The gender of the  audience is fairly equal between male and female. This film casted Bruce Willis, a mainstream actor. This caused a younger- middle age generation to watch the film as Bruce Willis had stared in many blockbuster action films previous to this. 

Film: Hostage (Home Invasion)

Demographic Explanation - Jamaal

The demographic and psychographic both suggest the target audience is of an older generation. The activities shown in the psychographic suggest the target audience are older and more mature as the activities are more domestic and passive, reinforcing the demographic as an older generation. The film portrays deep themes of satanic action, this causes younger generations to avoid watching this film as they are stereotypically less interested in horror films than action films.

Film: Deliver Us From Evil (Possession)