Our learning

Audience Profiling and Mapping Year 4

This Audience Agency report analyses the audiences we reached in year 4 of the programme (January to December 2017).


Audience postcode data is analysed using Mosaic profiling, Audience Spectrum profiling and profiling by social grade.


Across all CPP projects in 2017:

  • 52% of participants belonged to one of the lower engaged Audience Spectrum segments
  • 34% one of the medium engaged segments
  • 14% one of the higher engaged segment


This compares to 37% lower, 44% medium and 22% higher in the England population as a whole. Amongst CPP participants, 8% more are from lower and medium engaged segments than are present in the English population as a whole.