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Whether it was the women’s march, Black Girl Magic, #MeToo, #TimesUp, women want to be validated; it’s no surprise why AT&T coined 2018 the Year of the Woman. And when it comes to media consumption, women are self-selecting into programs and media brands for reasons deeper than pure entertainment. This research measures the context effects of viewers’ personal values on media preferences and ad receptivity. Leflein will be presenting highlights from a case study conducted for WE tv on Women’s Empowerment and how brands and publishers can best engage with women. Our study uncovers how content that celebrates the power of women can impact women’s viewing choices. Multicultural women, in particular, are at the forefront of this growing cultural movement. We also identify a variety of categories in which all women feel underserved. Attendees will come away understanding:
1) What is currently driving women’s viewing choices
2) One key value that programmers and advertisers need to address.

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Women’s Values Take A Front Seat

  1. 1. Presentation copyright, the presenters and NewMR. Intellectual Property Rights, the presenters. Please credit when using. Festival of #NewMR 2019 Women’s Values Take A Front Seat The context effects of women’s personal values on media preferences and ad receptivity Leflein Associates
  2. 2. Uniting Diverse Female Audiences
  3. 3. WOMEN’S EMPOWERMENT RESEARCH
  4. 4. THE EFFECTS OF PERSONAL VALUES On Media Brand Preference & Ad Receptivity
  5. 5. Affirmation Is Equally Important When Seeking Programming 91% 90% 87% 49% SHAREABILITY (NET) PURE ENTERTAINMENT (NET) AFFIRMATION (NET) BACKGROUND NOISE Very/Somewhat true statements about why they regularly watch particular shows/ networks Affirmation Celebrate power of women Relatable personalities Has a diverse cast Pure entertainment Guilty pleasure Draws me in Addictive My go-to Shareability Can watch with others Gives a lot to talk about See what buzz is about Base: W25-54 (n=1,000) Source: Leflein Women’s Empowerment Study Jan 2018
  6. 6. Affirmation Will Drive Women To Watch VERY/SOMEWHAT TRUE STATEMENTS relating to “affirmation” explaining why they watch specific shows/networks Base: regular viewers W25-54 Source: Leflein Women’s Empowerment Study Jan 2018 It celebrates the power of women I like to watch because it has a diverse cast I can relate to the personalities in their programming WE tv (n=618) 75% 88% 75% OTHER WOMEN FOCUSED NETWORKS (n=802) 72% 81% 73% LIFESTYLE NETWORKS (n=172) 59% 67% 77% CABLE NEWS NETWORKS (n=143) 56% 71% 70% BROADCAST NETWORKS (n=307) 48% 64% 63%
  7. 7. It’s Not Just About REACH, LIFESTYLE, & LIVE TV 103 108 117 121 127 BROADCAST (ABC,CBS,NBC,FOX) LIFESTYLE (HGTV,DIY,FOOD) CABLE NEWS (CNN,MSNBC,FOX NEWS) FRI NIGHT WE TV THU NIGHT WE TV Base: oversample of WE tv Thu night regular viewers (412), WE tv Fri night regular viewers (534) General Population Regular Viewers of Cab News (357), Lifestyle (522), Broadcast (814), A proprietary efficiency index based on the attitudinal and behavioral ad receptivity composition of a target audience RVI™ (RECEPTIVITY VALUE INDEX) RVI™ By Network/Genre (Receptivity Value Indexed vs. Total W25-54)
  8. 8. The “RUB-OFF” Effect On Advertisers Base: Total WE tv viewers (n=618) Source: Leflein Women’s Empowerment Study Jan 2018 55% will get my attention 65% understand the power of women Select all the ways you would complete this sentence: By association, brands that sponsor shows on WE tv _______
  9. 9. How Brands Can Align With Women’s Values
  10. 10. Positive Self Esteem Unites Women 4% 21% 15% 12% 22% 38% 40% 33% 21% 63% White Base: Total Black W25-54 (n=131), White (770) Source: Leflein Women’s Empowerment Study Jan 2018 8% 11% 20% 22% 24% 24% 27% 33% 34% 59% Black Is comfortable in her own skin Has a successful career Financially independent Doesn’t care what other people think Lives life according to her passions Survived and beat the odds Proud of her heritage Uncompromising in her faith Isn’t afraid to laugh at herself Engages in politics Top Ten Summary
  11. 11. Women Rising
  12. 12. Brands Can Stand Out Name an advertiser that you feel supports women’s empowerment Nike--latest ads with Serena are a good example of the world she wants her daughter to live in. Additionally, they have the hashtag, #playlikeagirl. Nike because their commercials frequently show strong women who are working toward a goal. Dove - I think they do their best to make women feel empowered. Sadly - I couldn't think of many advertisers. Dove shows women in all shapes, sizes, and ethnicities, recognizing that all women are beautiful and should be admired for their inner beauty not outer. Dove has always been a supporter of women's empowerment, their slogan ‘love the skin you're in’ makes me think of empowerment, not just cleanliness. They are active in communities and women's issues. To me Dove is the leader in women's empowerment. Word cloud of brands mentioned among total (n=446 mentioning any) font size depicts rank “ Source: Leflein/WE tv Women’s Empowerment Study Jan 2018
  13. 13. Don’t Ignore Key Consumers •  Women purchase over 50% of traditional male products, including automobiles, home improvement products, and consumer electronics. (Source: Andrea Learned, “Don’t Think Pink”) •  Approximately 40% of U.S. working women now out-earn their husbands. (Source: U.S Bureau of Labor Statistics) •  Women control more than 60% of all personal wealth in the U.S. (Source: Federal Reserve, MassMutual Financial Group, BusinessWeek, Gallup) •  60% of Black women are more likely to purchase brands that support a cause they care about (Source: 2017 Nielsen Report “African American Women; Our Science Her Magic)
  14. 14. Many Brands Should Consider A New Approach What types of brands do you think tend to ignore advertising to women? (30%+ Summary) Automotive (car repair, car manufacturers, luxury car brands) Home Improvement Technology (computer software/ hardware, TV & mobile services) Financial Services (credit cards, mortgages, insurance) 64% 37% 33% 30% Source: Leflein/WE tv Women’s Empowerment Study Jan 2018 Base: W25-54 (n=1,000)
  15. 15. WHY Market to Women’s Values
  16. 16. Women are affirming themselves and demanding respect from brands 92% Virtually all women in the market for a new car agree “I would love a car dealership that treated me with respect.” Base: W25-54 planning to buy/lease a new vehicle in 2018 (n=299) Source: Leflein Women’s Empowerment Study Jan 2018
  17. 17. Programming that celebrates the power of women has a larger percentage of ad receptive viewers African American viewers, like WE tv’s Thursday night audience are 24%more receptive to ads than a general entertainment women audience on Broadcast networks Base: oversample of WE tv Thu night regular viewers (412), WE tv Fri night regular viewers (534) General Population Regular Viewers of Cab News (357), Lifestyle (522), Broadcast (814),
  18. 18. Presentation copyright, the presenters and NewMR. Intellectual Property Rights, the presenters. Please credit when using. Festival of #NewMR 2019 Q & A Leflein Associates Sue York NewMR
  19. 19. Presentation copyright, the presenters and NewMR. Intellectual Property Rights, the presenters. Please credit when using. Festival of #NewMR 2019 NewMR 2019 Sponsors Communication Gold Silver

Whether it was the women’s march, Black Girl Magic, #MeToo, #TimesUp, women want to be validated; it’s no surprise why AT&T coined 2018 the Year of the Woman. And when it comes to media consumption, women are self-selecting into programs and media brands for reasons deeper than pure entertainment. This research measures the context effects of viewers’ personal values on media preferences and ad receptivity. Leflein will be presenting highlights from a case study conducted for WE tv on Women’s Empowerment and how brands and publishers can best engage with women. Our study uncovers how content that celebrates the power of women can impact women’s viewing choices. Multicultural women, in particular, are at the forefront of this growing cultural movement. We also identify a variety of categories in which all women feel underserved. Attendees will come away understanding: 1) What is currently driving women’s viewing choices 2) One key value that programmers and advertisers need to address.

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