Our learning

Audience Profiling and Mapping Year 5

This Audience Agency report analyses the audiences we reached in year 5 of the programme (January to December 2018). It was commissioned by Arts Council England as part of the national evaluation of Creative People and Places.


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


Across all CPP projects in 2018:

  • 49% of participants belonged to one of the lower engaged Audience Spectrum segments
  • 41% one of the medium engaged segments
  • 10% one of the higher engaged segment


This compares to 35% lower, 41% medium and 25% higher households in England as a whole. Amongst CPP participants, 12% more are from lower and medium engaged segments than amongst English households.