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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
Uniting Diverse Female Audiences
WOMEN’S EMPOWERMENT RESEARCH
THE EFFECTS OF PERSONAL VALUES
On Media Brand Preference & Ad Receptivity
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
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%
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)
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
_______
How Brands Can Align With Women’s Values
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
Women Rising
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
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)
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)
WHY
Market to Women’s Values
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
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),
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
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

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Women’s Values Take A Front Seat

  • 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
  • 4. THE EFFECTS OF PERSONAL VALUES On Media Brand Preference & Ad Receptivity
  • 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. 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. 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. 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. How Brands Can Align With Women’s Values
  • 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
  • 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. 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. 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)
  • 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. 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. 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. 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