Firstly, I’ll talk about why TV is great for reaching (and affecting) men. And I’m going to bust some myths in the process. We’ll also take a goodlook at what a modern man is all about in a today’s world – and hence how do we talk to him in a relevant and engaging way in each of the countriesI’ll then finish up trying to segment something as complex as a male audience, giving you useful insights that are universal for each of your markets and that you can tweak depending on your individual market
But what about men and TV? Well, I hate to start on a negative note, but lets begin by addressing some of the common misperceptions.We often talk about ‘light viewers’ in advertising and along with young people, men are usually put under this category based on the assumption that male viewing is largely secondary to newspaper consumption and is constituted of news and sport and that general TV content is not that important to your average male viewer. There is also the assumption that men hold the remote control and rarely ‘join in’ with more female-orientated programme such as drama, soaps and lifestyle.In addition, there are many myths in how ad campaigns should be pitched to men based on the assumption that the males of the species are less emotionally led and more likely to make decisions based on facts and rational persuasion.Most of these assumptions are untrue and we have plenty of evidence to show it.
Indeed, men are the minority when it comes to watching the TV with women having a dominating 56% share of all viewers.
TV often gets a bad press in the UK. There is an inherent assumption that as new technology develops, it automatically displaces what has gone before it. If that was true, radio would have been killed off by television and cinema attendances would have collapsed with advent of videos and DVDs! And yet TV is not standing on the same spot! It is developing too adjusting to the new media landscape and new competitors for the viewers’ attention.And the fact is, we’re not governed by advances in technology, but our fundamental human needs. Technologies that address our needs and slot easily into our lives are adopted into the mainstream, but countless other ‘advancements’ fall by the wayside. However, our need to relax, to be entertained, to connect and share TV content is as strong as it ever was (even for men) but we now have a vast array of content available to us that we can increasingly consume whenever and wherever we want.
This is one of the reasons why TV remains so strong in the UK – which is one of the most technologically advanced TV markets in the world.Men watch, on average, Over 26 hours of television every week in the UK – that’s nearly 4 hours of TV every single day and two thirds of that viewing goes to digital channels – this is virtually identical to total viewing. In Eastern Europe TV is watched for a bit more – 5 hours on average of TV daily.So it is incorrect to assume that men are amongst the lightest TV viewers – there is plenty of opportunity to reach them through television through a wide range of programmes, and digital ensure there is more content to appeal to men’s every tastes than ever before.Finally, whilst news and sport are very much favoured genres, the tastes of the average man are far more sophisticated – indeed in the UK, the top indexing genres include music, films, kids and general entertainmentAll of these means advertisers have a host of opportunities to reach men in increasingly clever ways
Touchpointsstudy shows us that in terms of the time spent with media, TV is by far the most prominent and accounts for over half. Interestingly, broadcast media dominate as radio takes a quarter of their media time and whilst internet is next, at 14%, print media comes in at just 7% of time.For men aged 18-49, TV still wins out& TV still dominates for up-market, time-poor men
One of the reasons why the shared viewing experience makes TV most effective is that it enforces the emotional impact of any TV content, including not only programmes, but also ads and trailers. TV stimulates the emotions more than any other media.Firstly, as humans, we innately mimic the actions and emotions of those around us. For example, we’ll often sit in the same position as someone else, we laugh when they laugh, feel sad when they cry. We also do this with television. Most of us can appreciate that comic ads or programmes seem much funnier when someone shares it with us, for example. TV mirrors this mood congruence and can make us feel positive about brands by showing lots of smiley, happy people.In addition, TV content that connects with us on a household level or have relevance to the situation we’re in can prompt thought and debate about our shared situations. With the growing popularity of the social networks, TV is one of the main topics of twitter and facebook posts that invite user’s friends to watch the show and take part in the conversation. Every Saturday night I am busy reading my friend’s comments about X-Factor – and I comment of course!In short, when we share something with someone, the memories and emotions attached to that are much more vivid than when we experience things alone.
Many brands have already recognised that this is working the same way with the ads as an essential part of the TV content – and they tap into this. Here is an example when a TV ad adopts a TV show format to speak to the viewer in a familiar format. This shows how successful some TV formats and genres are when it comes to engaging with the audience.AXE effect ad
The brief summary to the myths I have just tackled is that men love TV if it is a right TV. So let’s see what makes a TV right to men.
Before I share some insights we have distilled through a major study let us see what preconceptions we sometimes have when we say “Oh I know those men” or “All men are the same”
When we say he’s a real man – what do we often mean?Here are the attributes we associate with a REAL MAN with – I am sure these are true regardless the market as these are pretty universal.Wow, as much as I would like to meet someone like THIS - I would feel a pressure if I were a guy!
In spite of the fact that the modern society tends to treat men and women as equal, female and male gender stereotypes still have a great affect on how we perceive a man and a woman. And a number of studies show that this is especially true in Eastern Europe. Gender stereotypes are forming our concept of a successful man and a successful women – as well as their roles andduties.But what every stereotype is doing is actually putting all of us into the box and limiting our freedom to act and decide the way we really want it. How do men break through this pressure? They play men’s toys.
Stereotyping is simplifying. It is all about rejecting the complexity and diversity.So when we do - are we talking to the man that really exist? Or are we talking to the men that we want our audience to be?Let’s have a look at this Mr Perfect.
This is quite a statement that GQ is making. So now when the magazine niche is taken I am wondering if we could make an ideal men TV? But first we have to really understand who is this man!
These are THE MAIN ISSUES INFLUEINCING YOUNG MEN TODAY that are relevant to all male viewers across the Europe. However, these are the bricks each of the market can use to form the unique face of their audience. On each of your markets the value of each of the issues is going to be different. Yet being aware of what men are concerned about helps us to talk about things that are relevant to them. And if they are relevant, they attract viewers’ attention and activates engagement.Roadmap to manhood – what distinguishes a man from a boy?Younger for longer – how do we make the fun liger linger on?Work: how do I do what I like and make a living out of it?Rewarding relationships: A source of feeling and emotions that motivate and encourageFatherhood – how do I balance the work and the family – and this is no longer only a woman’s problem!Friends – allies that are worth spending time withMan in the mirror – this is a developing notion of how a real man should look like. With a growing number of male grooming products and fashion brands, the look is the way to express your personality and make a statementMale me time – and this is all about a personal time that a man needs to rechargeInformation hunter. We are living in the world where information is what rules the world, and men are aware of this. Hunger for the new knowledge that combines entertainment and practical aspects all togetherMultifunctioning – men want everything on one device and we want to do a number of things at a time to be more efficientPolitics – men care about what’s going on in the worldHealthy nutrition. You are what you eat!Home and how to live a life of comfortTravel – adventures, sports, cultures, cuisines – all of it is feeding men’s natural curiosity about the world aroundMoney and how to live the life you aspire for
In the world where man is doing what he’s expected to do TV is liberating – giving him a space for a MAN ONLY TERRITORYIf I spend up to 4 hours a day on something – I want it to be meaningful!Beer, Football – all of it is a ritual, brining friends together to the passionate discussion and a quality time togetherAfter 3 years in the UK I figured that I never see British men talking passionately – unless they talk about footballThis is also an area of expertise the women can’t gain!
Monster clip – big expectations
Realm of feelings
So in the biggest study of its kind here extracted 4 types of a modern male viewer. In each country the value of each of the segments is going to be different depending on the mentality, culture specifics, political and economical situation. But these are the common patterns of men across Europe.
This is the framework to help apply the segmentation to the development of the programme positioning or commutation positioning.We can map our communication activities to Life Issues that I have tackled earlier in the presentation.The better we understand who we are talking to, the more tailored communication we can develop. And if we know what buttons to push, we reach to our audience’s hearts and heads.Life Issue No. 7 is Man in the Mirror. This is relevant across all need states. This life issue tells us all about the fact that young men are spending more time and money on their looks than ever before. But being aware of their image can bring anxiety as well as pride. These days, a well-droomed guy needs to strike a balance between looking good and appearing vain. This increased awareness of their appearance permeates all areas of young men’s lives. They now realise that looking good is advantageous for their careers and love lives. Life Issue 5: Fatherhood but Better and Life Issue 8 Everyone’s An Expert and very important across two of the need states (self conf & success (Private & ‘Business)Fatherhood is very important to young men today. Today having a child today is much more of an individual choice, it has also become a personal project. As such, a child’s success or failure is seen as a far more of a personal reflection on the parents. Some young men want to do it differently to their parents. There is plenty of evidence to suggest in Russia masculinity and emotions are no longer seen as mutually exclusive. Young men today express the same sentiment in that they want to be more involved than their own dads were. No 8 Everyone’s An Expert: Knowing stuff is cool and it’s becoming more and more important in young men’s lives. Knowledge not only helps them connect with others, but it can also make them stand iout from the crow. To be an expert in one or many things – even to the extent o being a geek – is now ok – even desirable. This plays into two needs states – Private – impress frends & Business – helps stand out in the crowd in what is becoming a very competitive work environment.The Life Issues are relevant to all Types but to varying degrees. The Life Issues most relevant play out most strongly with these groups
Let’s make a TV that is truly a part of the men’s reality and everyday life. An attribute that he can relate to. A media that speaks his language and doesn’t make out of him someone who he is not.
I will leave you to read this later, but this is all about non-conformism. If you have dine X and the result was Y it does not mean that the result is going to be the same when you do X. Thinking out of the box is not merely are creative exercise but actually a necessity when you want to make sure that your audience is still listening.If you expect your audience to do something new – how can you make them do it with the old methods you’ve been using before?!
In the media environment where all sorts of media are fighting for the limited viewers attention – we have to really stand out. Innovation and original solutions are the only way we can stand out and make a difference. Otherwise our voice will not be heard in the choir of all others.If you have done something yesterday and you were heard, you can’t do the same tomorrow: it’s already an old thing, a part of the history!
Let’s celebrate menscapism showing that we embrace them and know them well. Let us really understand who we are talking to on each of the markets in order to establish a meaningful and relevant communication
So let me summarise.
User's Guide to Men
A USER’S GUIDE TO MEN
OVER NEXT 30MIN WE WILL …Bust the myths about men & TVDiscover who is this MAN?!Establish what effects a modern man’s life anddecisionsExtract male viewers segments
Men don’t watch TV much 1TV isn’t important to most men as a media 2Men rarely watch TV with women, kids, parents, etc. 3Men are all about rational and reasonable 4
Men don’t watch TV much 1(Across Europe 44% TV viewers are male)
TV is by far the dominant media for men in EuropeDigital TV is great for men – more channels, more choiceMale viewers are sophisticated – they watch much more thannews & sport including music, films, kids & entertainmentTV advertisers are increasingly clever about targeting men
Viewing TV (together) heightens emotionsOur feelings mirror TV programmes and ad contentTV programmes prompt self-reflection e.g. dinner/decorating/holidays etc.Memories more vivid when sharing TV programmes
YOUNG MEN’S LIVES ARE MORE COMPLEX THAN EVER BEFORE. ACROSSEUROPE, THEY ARE NAVIGATING THEIR WAY THROUGH A NEW LANDSCAPEOF ISSUES AND CONCERNS.ECONOMIC CHANGES MAKE IT HARDER TO GET AND KEEP JOBS. SOCIALCHANGES MEAN THEY ARE EXPECTED TO BE BOTH PROVIDER AND CARERFOR THEIR FAMILIES. CULTURAL CHANGES MEAN THAT THEY FEEL THEYHAVE TO STRIVE HARDER TO MATCH THE SUCCESSFUL LIFESTYLES THEYSEE IN THE MEDIA.
JOB IS EVERYTHINGMEN HAVE THEIR OWN PASSIONS- NOWOMEN ALLOWED!MEN’S HUMOUR – WOMEN DO NOTUNDERSTAND
PRESSURED PROVIDER MODERN &IN CONTROLALL ABOUT ME NONCOMMITTAL
Mapping and Targeting (RUSSIA example) 36% 26% 16% 22% Balancing Act, Man in Mirror, Health, Work, Male Pressured Modern & All Non- Me-Time, Expert, Home, Fatherhood, Politics, Travel, Providers In Control About Me Committal Money, Relationships Info Hunter-Gatherer, Roadmap, Younger for Longer, Roadmap, Younger for Fatherhood, Travel, Keep Work, Friends, Expert, Male Me- Longer, Man in Mirror, It Real, Money, Expert, Time, Travel, Home, Politics, Travel, Politics, Politics, Relationships, Balancing Act, Health, Money, Fatherhood, Work, Balancing Act Fatherhood, Relationships, Health, Balancing Act Digital, Keep It Real Caring & Bread King ofSegments devoted winner the castle 6% 7% 9% Key Balancing Act, Travel, Work, Man Balancing Act, Active Best of Laid back mindsets Man in Mirror, in Mirror, Health, Work, achiever all worlds & loving it Hardworki associated Politics, Expert, Balancing Act, Fatherhood, Stability Status Home, Travel, Money, Politics, Travel, Politics, 1% 31% 4% ng with each Work, Health, Male Me-Time Man in Mirror, seeker Driven segment Fatherhood, Male Me-Time, Politics, Travel, Male Fatherhood, Info Info Hunter- 5% hobbyist 16% Relationships Expert, Home Me-Time, Keep It Hunter-Gatherer, Gatherer, 5% Real, Money, Travel, Keep It Balancing Act, Work, Balancing Roadmap, Younger Roadmap, Younger Fatherhood, Info Real, Money, Travel, Health Act, Friends, for Longer, Keep It for Longer, Work, Hunter-Gatherer, Relationships, Male Expert, Male Me- Real, Money, Work, Friends, Man in Health Me-Time, Time, Home, Politics, Travel, Mirror, Health, Male Balancing Act, Fatherhood, Politics Expert Me-Time, Travel, Expert, Politics, Expert, Money, Friends, Work, Fatherhood, Politics, Home Home
TV IS A REWARDTODAY’S MAN IS HAVING HARD TIMES WITH PLAYINGALL SORTS OF ROLES – AND THEY WANT AREWARD FOR IT!TV AS A TOY, A MEAN TO ESCAPE THE ROUTINEAND REALITY, A BETTER WORLD THAT YOU CANIMMERSE IN AND LEARN FROM.
MEME (VIRAL) - “AN IDEA, BEHAVIOR, STYLE OR USAGE THAT SPREADSFROM PERSON TO PERSON WITHIN A CULTURE.”“IT IS A GREAT MISTAKE OF MANY MARKETERS TO SEE A DIFFERENCEBETWEEN THEIR MARKETING AND ADVERTISING AND THE MEME(S) THEYARE TRYING TO CREATE OR VIRAL CAMPAIGNS.THEIR ADVERTISING NEEDS TO BECOME A MEME IN WHATEVERMEDIA IT APPEARS...”
“MEDIA COMPANIES - DESPITE BEING IN THE MOST COMPETITIVE MARKET PLACE ANDDESPITE ALL THEIR KNOWLEDGE - RARELY FIND WAYS TO DISRUPT WITH THEIRADVERTISING. ONE FINDS IT HARD TO CHOOSE BETWEEN ANY OF THEIR „PRODUCTS‟ OR BEGIVEN A NEW REASON TO WATCH ”WITH DISRUPTION WE NEED TO BECOME CREATIVE BEFORE THE CREATIVE WORKSTARTS....GREAT CAMPAIGNS ARE ALWAYS RUPTURES WITH THE PREVAILING ADVERTISINGLANGUAGE - IN STYLE AND CONTENT...DISRUPTION IS ABOUT FINDING THE STRATEGIC IDEA THAT BREAKS ANDOVERTURNS A CONVENTION...”