These regional maps identify the key Audience Spectrum segments for each region across Scotland, presented from two different perspectives:

• The Audience Spectrum type that is present in the highest numbers in each region.

• The Audience Spectrum type that is most over-represented in each region, compared to the average across Scotland as a whole.

The maps are intended to be useful for both understanding the population of local areas and understanding Audience Spectrum better in a local context.

Aberdeen

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

Central Scotland

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

Dundee

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

East Central Scotland

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

Edinburgh

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

Glasgow

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

Highlands and Islands

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

North East Scotland

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

South Scotland

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

West Central Scotland

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

West Scotland

	⇚ Dominant Segments Scotland's community-by-community profile Excel file
	⇚ Over-represented Segments More about Scottish audience profiles

More detailed information about the numbers and proportions of segments in local areas is available through Area Profile Reports. There is also mapping of the number and proportion of individual segments available via the mapping section of the Audience Finder Original and Audience Finder Answers dashboards. There is also more detailed information about each of the segments HERE.

For more information about Audience Spectrum in Scotland and how to use it to understand and reach your audiences, please contact:

Tessa MacGregor

Community Partnerships Manager (Scotland)

tessa.macgregor@theaudienceagency.orgPhone

+44 20 3962 9210