I just came across the term “admass” and I am curious how much and how often it’s used in contemporary UK discourse, and what it means and refers to when it’s used. I am particularly interested in how it’s applied to people and groups; I think I get the basic descriptive noun.
Yes, I have the dictionary definitions, but they are too terse and dry to give any sense of what the term “means” in use.
Never even heard of it before now, though could guess its meaning. Just sounds like marketing boardroom mumbo-jumbo.
Never heard of it. Didn’t have the slightest idea what it might refer to until I clicked on your link.
Never heard of it either.
I live in the East Midlands and I’ve also never heard of it.
Sounds industry-specific to me.
Have just texted this to a friend, who is the UK-based marketing director of a multinational.
Have you heard of the term admass, and have you ever used it?
Answers: Yes. No.
never heard of it.
Someone trying to coin a word - I never saw or heard it before either.
Ah. Further text from friend:
Why? Am I supposed to have heard of it?
I’ll assume from this that it’s entirely possible that he hasn’t in fact heard of this term, and was indulging in some preemptive face-saving.
Interesting. I’ve never heard it before either, and “should have” by now. According to the dictionaries, it dates to the mid-1950s.
I came across it while looking up [James] Hugh Laurie’s earlier work, and found some UK humor specials built around the name and concept. Clearly, it’s more obscure than that might indicate and there’s thus no surprise it never crossed my desk.
But it’s a great fraggin’ term. Up there with blipverts. 
Yeah I’ve never heard of it either
The definition of it being relevant to a class of people likely to be influenced by mass media does make sense. However it would be considered a very patrician / patronizing / classicist thing to say these days, even if people did understand what you were on about
Its perhaps a relic of a time when class / cultural distinctions between upper / middle / working class people were a lot clearer than it is today.
The implication of “admass” people being the sort of everyman / everyday people “on the clapham omibus” or the sort of people who read tabloid papers or watch commercial television as a distinctive group, which has largely gone by the wayside in modern Britain, where everyone watches xfactor and even posh people affect to drop their h’s when talking to the windowcleaner.
Never heard of it, and I’m both British and work in Marketing.
British, never read or heard the word in any context.
Never come across the word in 10 years of living, studying and working in the UK.
Another “nope”. It does sound very jargon-y.
British, used to work in advertising, never heard of it.
Here’s where I found the term: A Bit of Fry and Laurie (TV Series 1987–1995) - A Bit of Fry and Laurie (TV Series 1987–1995) - User Reviews - IMDb.
About the fourth entry down. Further comments from UKians welcome.
Sorry, never heard it.
I don’t think that a random unknown word in an IMDB review is really worth further comment.