Life Matrix:This is a theory which argues that there are ten different audiences that are categorised. Where people fit into these groups depends on factors such as attitudes and beliefs. Here are the ten different audience categories:

The ‘Tribe wired’- This category refers to digital, free-spirited, and creative young people.

‘Fun/Antics’- These are aspirational, fun-seeking, and active young individuals.

‘Home soldiers’- This refers to people who are family oriented and who are materially ambitious.

‘Priority parents’- These are people whose family are also important to them. They also value activities and it is said that the ‘media strongly dominate’.

‘Struggling singles’- This is an audience category who has high aspirations and a low economic status.

The ‘Renaissance women’- These are argued to be active, caring individuals and influential mums.

‘Rugged traditionalists’- These are argued to be males who have traditional values, and also have a ‘love of the outdoors’.

Settled elders’- ‘As it says in the name, these are older individuals who live sedentary lifestyles.

The ‘Free birds’- This audience category refers to individuals who are active, altruistic seniors.