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

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

• The Audience Spectrum type that is most over-represented in each ward, compared to the population of Wales 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.

Cardiff

	⇚ Dominant Segments Cardiff's ward-by-ward profile Excel file
	⇚ Over-represented Segments More about Cardiff's audience profiles

Newport

	⇚ Dominant Segments Cardiff's ward-by-ward profile Excel file
	⇚ Over-represented Segments More about Cardiff's audience profiles

North Wales

	⇚ Dominant Segments North Wales's ward-by-ward profile Excel file
	⇚ Over-represented Segments More about North Wales's audience profiles

South Central Wales

	⇚ Dominant Segments South Central Wales ward-by-ward profile Excel file
	⇚ Over-represented Segments More about South Central Wales's audience profiles

South East Wales

	⇚ Dominant Segments South East Wales's ward-by-ward profile Excel file
	⇚ Over-represented Segments More about South East Wales's audience profiles

South West Wales

	Dominant Segments South West Wales's ward-by-ward profile Excel file
	Over-represented Segments More about South West Wales's audience profiles

Swansea

	Dominant Segments Swansea's ward-by-ward profile Excel file
	Over-represented Segments More about South West Wales's 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 Orignal and Audience Finder Answers dashboards. There is also more detailed information about each of the segments HERE.

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

Nancy Sheterline

Community Partnerships Manager (Wales)

nancy.sheterline@theaudienceagency.orgPhone

+44 20 3962 9214