There are many negative downfalls to audience profiling. By audience profiling you are stereotyping those who consume your media, therefore not taking into account what makes them different. In addition by audience profiling you limit your audience to who you think will be targeted by your product, therefore narrowing your potential to target a wider audience. Audience profiling is a way businesses picture their consumers, the problem is, as everyone is different, it is unlikely that the majority of a brands audience will fit the mould of the profile, this could lead to inaccurate advertising and a loss of sales for the company. Furthermore audience profiling plays on the use of stereotypes, this could include negative stereotypes as well as positive ones. For example if a company assumed that their audience is parents who stay at home looking after their children while their other half is at work, they then may use the negative stereotype that the parent staying at home is the mum, this archaic stereotype may cause negative backlash from their advertising and give the brand a bad name. Audience profiling on the whole if very expensive and time consuming, this may also be seen as a negative to audience profiling.
Nadia's Media 