Brief TV Ad Analysis

Brief TV Ad Analysis 


CompareTheMarket.com’s meerkat campaign

Primary Demographic would be aimed towards the social grades D up to C1, or the statuses from working class to lower middle class because the upper class would be too mature to use this certain insurance. Age range would be 18 to 25 years old because this is the ages where people are more focused on insurance. For Geography, it would mainly be aimed around the UK because it’s an English company and aimed at UK households. Psychographic would be to be not taken serious due to the company’s mascots and market campaign they’re using.  This is aimed for mainstreamers because it revolves around saving money and business purposes for their company.

Secondary Demographic would be children since the adverts mainly they involve the meerkats and its rewards for using the service (e.g. toys to cinema tickets), the intended purpose is for the parents to choose the company for their insurance just because of the positive impact on the children. For the social grades, the secondary grade could be considered as B or middle class, as they may not be too high class to want a completely serious insurance company, but maybe not low enough to see the meerkat campaign as appealing to them. As for psychographics, this is aimed for Explorers as if people try out the insurance which they founded through the adverts then they might come to like it or hate it through using the service.

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