Mapping your existing audience data and comparing this against your catchment area helps you to understand how successful you’ve been in attracting audiences from the core area around you (usually where the top 80% of your audience is coming from) and identifying where there is potential to attract more audiences.

If you’re just starting up or don’t collect any data on your audiences, mapping your catchment area can still prove useful, creating an in depth report on potential audiences within your area that will help you to focus on likely areas for targeting.

Benefits of Catchment Area Mapping

• Shows you where your current audience is coming from, including maps, lifestyle profiles and drive time figures.
• Specific to your organisation and based on data you are likely to have already.
• Puts your current audience into context compared against the overall population of the area, letting you see how well you are performing.
• Helps you assess the success of your current marketing activity and target your future activity more effectively where there is additional potential.

Contact chris.palmer@audiencesni.com if you’d like to have your catchment area mapped.