MALE MODERN MAINSTREAM BRIEF

2CCO GROUP | AUDIENCES |

SUMMARY: MALE MODERN MAINSTREAM AUDIENCE

Critical content genres for this audience:

• Comedy• Gaming• Sport • Music• Motivational/ self help • News/ Politics • Educational

What’s important to this audience:

• Mental health • Community • Social Media• Success • Having a laugh • News/Politics

What personalities do they look up to:

• Strong and loud• Sharp and funny• Opinionated and

straight-talking• Aspirational and hard-

working• Those with natural

chemistry

3CCO GROUP | AUDIENCES |

WHAT DO YOUNG PEOPLE VALUE IN AUDIO?

o About the things I am passionate about

o Covers issues I think are important to society

o Helps me learn things that I can directly apply to my life

o Tackles issues that aren’t necessarily spoken about

o Gives raw and honest opinions

o I know it will fit my mood

Top drivers of value for young people in audio…

4CCO GROUP | AUDIENCES |

WHAT DO MALE MODERN MAINSTREAM AUDIENCES CARE ABOUT?

Social Media: Always on and

difficult to escape- 44% said it made

them feel pressured to

look good

Mental Health: Once taboo, now widely discussed

Success: Anxious about

their future but desperate

to succeed

Having a laugh: Humour

is important part of their

identity

Community: Reliance on

and loyalty to friends and

family

Politics: Interested in

what’s going on in the world but

particularly focused on local

issues

C2DE is a term used in market research, media and advertising industries to describe those from what is often called a ‘working class’ background – part of what we are calling the ‘Modern Mainstream’.

This group makes up nearly half of the UK (they account for 45% of the population) and this proportion has remained relatively stable since 2000.

5CCO GROUP | AUDIENCES |

CRITICAL CONTENT GENRES Types of podcasts listened to, interested in listening to and reasons why

Genres listened to % Males 16-24

Comedy 43%

Gaming 35%

Sport 34%

Music 27%

Motivational/ selfhelp

24%

Genres interested inlistening to

% Modern mainstream men

Science 47%

Factual 28%

History 28%

Society & culture 27%

Technology 19%Reasons for listening Modern mainstream men

To be entertained 76%

For fun/ enjoyment 76%

To keep up to date/ informed about the topics I’m interested in 63%

To learn something 61%

To wind down/ relax 50%

Modern mainstream male audiences are alreadylistening to Comedy, Gaming and Sports podcasts. Interestingly almost a quarter (24%) are listening to motivational or self help podcasts.

They are interested in listening to Science, Factual and History podcasts.

They mainly listen to podcasts to be entertained/ for fun but 61% listen to learn something.

6CCO GROUP | AUDIENCES |

PERSONALITIES THEY MAY LOOK UP TOAnd characters they could resonate with

Colin Furze: YouTuber, inventor

Craig Thompson (Mini Ladd): YouTuber, gamer & comedian

Ross Kemp: Actor, author and investigative journalist

Strong and loud

Bradley Walsh: Presenter and TV personality

Rob Beckett: Comedian and presenter

Joe Lycett (now Hugo Boss): Comedian

Sharp and funny

Ant Middleton: Presenter of SAS who dares wins

Guz Khan: Comedian and actor

Stacey Dooley: Presenter + well loved celebrity

Opinionated and straight-talking

Chris MD: FIFA YouTuber

Alfie Deyes: Vlogger and author

Dave: Rapper, singer, songwriter

Aspirational and hard-working

TGF Bros: YouTubers and pranksters

The Slo Mo Guys: Hosts of science and entertainment YouTube series

Shame: Alternate Rock Band/ social activists

Those with natural chemistry

Modern mainstream male audiences want to hear more from relatable and down to earth public figures who share their passions

8CCO GROUP | AUDIENCES |

Unwind Stimulate & inspire

Good company and funny conversations –Using pairs with natural chemistry talking about topics that resonates with this audience

Example: TGF Bro’s prank show Tone: Banter/ wind up Topic: Pranking friends/ family/ public Treatment: Audio pranks, Interviews with people that made it happen, interviews with subjects of the pranks

Why: • 43% listen to comedy • 76% listen to podcasts to be entertained/

for fun/ for enjoyment

Inspirational ideas & people –Use inspiring individuals to host a motivational podcast series

Example: If I can do it with Alfie Deyes Tone: Lively and honestTopic: Interviewing people that are self-made, telling their success stories Treatment: Personal anecdotes, sharing tips

Why: • 24% listen to motivational/self help

podcasts • 61% listen to podcasts to learn

something

TERRITORIES Two potential examples that might appeal to this audience

We can appeal to a male modern mainstream audience using relatable talent and desirable topics/ formats