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 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

Aberdeen_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

Aberdeen_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















Central Scotland

CentralScot_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

CentralScot_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















Dundee

Dundee_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

Dundee_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















East Central Scotland

ECentralScot_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

ECentralScot_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















Edinburgh

Edin_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

Edin_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















Glasgow

Glasgow_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

Glasgow_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















Highlands and Islands

Highlands_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

Highlands_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles





























North East Scotland

NEScot_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

NEScot_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















South Scotland

SScot_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

SScot_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















West Central Scotland

WCentralScot_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

WCentralScot_MostOverAS.jpg

⇚ Over-represented Segments

More about Scottish audience profiles
















West Scotland

WScot_DomAS.jpg

⇚ Dominant Segments

Scotland's community-by-community profile Excel file

WScot_MostOverAS.jpg

⇚ 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 dashboard. 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

Tessa MacGregor

Community Partnerships Manager (Scotland)

tessa.macgregor@theaudienceagency.orgPhone

+44 20 3962 9210