Sports Illustrated’s Target Audience

 

Have you ever paid attention to the ads in your favorite magazine? What are the products one would see? Majority of the advertisements in magazines or other publications relate to their target audiences. Sports Illustrated, the profound sports magazine, follows suit. SI’s advertisements seem to have a direct audience of mostly men, with money to afford brand name products, and who like sports.

These generalizations would be hard without understanding or knowing what ads are placed in SI’s magazines. Going through SI’s issues for December 2016, and January 2017 they both contain similar ads. The two issues’ promotions include men’s grooming products for razor blades and shaving cream. One issue’s ad had a two page spread on how baby boomers chances of having Hepatitis C is one in 30. Flipping through a couple pages, there is a heart burn pill ad, then a couple of retirement companies. Some promote liquor brands and the first has a middle-aged man in his back yard with his dog sipping on America’s finest vodka. The next sells a tequila that ages in bourbon barrels. Continuing on, the next few spreads are for the latest in men’s apparel, footwear and accessories. One particular ad features two gents in the new and improved flannels that are perfect to be worn untucked.

With understanding the material being promoted to readers, there are generalization to be made.The first observation that I notice is, that SI’s advertisers know their target audience is mostly older men. I would say this due to the liquor and retirement ads. Secondly, one could acknowledge that these ads are aiming for men who have the finances to buy these products. With the brand name products, the price will increase as well.  Next, these endorsements are for men whom enjoy sports and keep up to date with professional leagues. This generalization is pretty self-explanatory with the magazine being all about sports and the world’s top athletes. These three are the observations that first came across my mind about SI’s ad selection.

By reviewing all of the ads in SI’s December and January issues, one can understand the generalizations being made.  The company knows its target audience is men, thus promotes mostly men’s items, to men whom will have the money and are willing to spend it, and lastly  are fans of sports.

By Kyle Behymer. Communications Major – IUPUC

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