February 3, 2013 § Leave a Comment
For those in advertising that are spending their Super Bowl money to reach only men, they are missing the wings and nachos boat. The number of men versus women watching is getting more narrow. Who is sitting next to the NFL commissioner at the game this year? Why a little girl from Utah named Sam Gordon — a girl playing in an all-boys tackle football league.
Last year, 54 percent of the roughly 111 million viewers who tuned in to watch the Packers and Steelers on Fox were men, compared to 46 percent women. And those women were not just delivering the pizza and chips to the guys in the family room. They are real fans.
A recent survey by Advertising Age showed that 55 percent of American women watched at least one regular season NFL game last season, and women account for 20 percent of all fantasy football participants. In the last 10 years, the gender gap in the Super Bowl audience has narrowed from 14 percentage points in 2002 to 8 points in 2012. More women are watching the Super Bowl than the Academy Awards!
Since 2004, the NFL has been promoting more family-oriented half-time entertainment and fan attractions. It’s no surprise that Beyonce is the half-time performer this year. She appeals to both strong men and women, and she rocks that modern sensibility for young women. It is also not surprising that the first spot coming out of the half-time show was an All American Jeep and USO salute to our military, to our families and to our faith – voiced by Oprah. As the mother of a deployed Marine, it definitely was my favorite. My husband said, “Let’s go buy a Jeep.”
So what gives with many of the Super Bowl ads? Many are sex-driven, testosterone celebrations. Advertisers are being challenged to find a way to embrace female sexuality without degrading women. “Especially given the female viewership, advertisers have to be broadly acceptable without being polarizing,” said Tim Calkins, marketing professor at Northwestern University’s Kellogg School of Management.
The tasteless award this year may be model Kate Upton in a spot for Mercedes. In the ad, the model is hand-washing a new Mercedes Benz C-Class in revealing attire for the entire 90 seconds of air-time.
But here’s the interesting dilemma: More than half of all women polled in a PHD survey reported that Super Bowl advertisements using sex appeal equally targeted both genders. Seventy-four percent of women aged 18 to 34 said they liked the sexy images in the previous year’s Super Bowl advertisements, compared with 84 percent of men in the same age range. So how do advertisers create the right mix of female sexuality without the woman being portrayed in a demeaning fashion.
One of the ongoing issues for the advertising community is the lack of female creative directors. Some estimate that only 3-4 percent of creative directors are female. Why is that a problem? Because creative departments start to take on the personality of a frat house. Women are not fairly represented unless there are strong women in the account management and/or client side.
October 22, 2012 § Leave a Comment
There is a prevalent myth among marketers that women don’t watch sports. The NFL is debunking that myth. Here’s some info from Advertising Age that shows that football scores with women. The Super Bowl’s female audience has more than doubled in only five years. The last three Super Bowl telecasts have set records for being the most-watched shows by female viewers.
And NBC’s “Sunday Night Football” has become the first sports show to finish in the top spot in prime time. Why? Well the weekly match-ups ranked fourth among women 18 to 49 years old, behind only “American Idol” (Wednesday), “The Voice” and “American Idol” (Thursday).
Another clue to the popularity should be the number of pink shoes and gloves you have seen on NFL players during Breast Cancer Awareness month. The National Football League and NFL Players Association support October’s National Breast Cancer Awareness Month with their fourth-annual national breast cancer screening initiative and fundraising campaign. The campaign seems to be working - 64% of NFL female fans and 61% of all NFL fans identify the importance of annual screenings, especially for women over 40.
And football fashion is not far behind. Remember those spots about NFL apparel for women? Well, it turns out that it’s the NFL’s fastest growing consumer-products business, showing double-digit growth. And who’s jersey reigns? Last year it was Pittsburgh Steelers safety Troy Polamalu among women’s jersey sold. Polamalu was followed by Peyton Manning and Drew Brees, who rank fourth and second on the men’s list, respectively, according to stats from NFLShop.com.
The Dunham household has loved Troy Polamalu since he played for beloved USC Trojans. Troy’s brother-in-lay and business partner Alex Holmes says that of Polamalu’s more than 2,222,349 likes on Facebook, 49 percent of his fans are female.
December 9, 2010 § Leave a Comment
More than half of all Americans (53%) are going to purchase a toy this Holiday Season. Even if you don’t have a child at home, you may be purchasing for a relative or friend
A newly released Harris Poll report has lots of good information on spending and types of toys being purchased, but the most interesting information was the difference in what men and women are buying and where they buy them. It seems that discount stores rule with Mom, and while Dad is buying at discount stores, he will also buy more toys online and at the big box toy stores. Women’s preference for discount stores was also revealed in National Retail Federation 2010 holiday shopping data. It seems that women are more frugal than men when it comes to holiday shopping, and women start their shopping earlier. Of course, like a lot of research, we already knew that, but here are the numbers behind it.
|Total||Child in household||Gender|
|With children||Without children||Men||Women|
|Large discount store (such as Walmart or K-Mart)||54||55||54||48||61|
|National toy store retail chain||11||11||11||14||8|
|Local, privately owned specialty toy store||5||6||4||5||5|
|Total||Child in household||Gender|
|With children||Without children||Men||Women|
|Games for consoles||32||43||24||36||27|
|Arts and crafts||29||35||24||27||30|
|Building blocks and bricks||22||28||18||24||20|
|Handheld electronic games||20||28||14||23||16|
Men seem to be buying more sports and gaming related toys, while Mom is buying the books. I was a little surprised at this breakdown but men like to buy boy toys. It’s the way it has been at our house.
When it comes to the amount Americans are spending, the recession still has an effect on holiday spending. While 44% say their spending will be no different than last year, over one-third (37%) say they will spend less than they did last year. And 15% say they will spend more than they did last year.
Among toy buyers with a child in the household, almost one-quarter say they will (23%) spend more than they did last year, over one-third (36%) say their spend will be no different and two in five (41%) say they will spend less than they did last year.
September 13, 2010 § 1 Comment
Football tailgating conjures up images of smokin’ grills with all the basic foods – hot dogs, burgers and brats. Football fans love to tailgate. And as Americans get more sophisticated about food, so do our tailgating parties.
Now here’s a score you have got to love, no matter what your team. According to the latest Weber Tailgating Study™, one-half of today’s US tailgate grillers have gone gourmet before the big game. Fifty percent of those surveyed report that they consider themselves to be either “gourmet” food grillers or “between a gourmet and a basics” food griller (22 percent and 28 percent, respectively).
Here’s the news for retailers: While “basics” tailgate grillers spend an average of $441 in groceries per year for their parking lot parties, “gourmet” tailgaters spend an average of $1,001—a whopping 127 percent more. This comes out to an average of $106 per tailgate for the basics group vs. $165 among the gourmets.
What’s on the menu? Move over hot dogs and burgers.
Gourmet grillers rank their favorite four parking lot foods as chicken (43 percent), ribs (39 percent), brats (37 percent), and steak (33 percent) while basics grillers rank their favorite foods as hamburgers (70 percent), brats (45 percent), chicken (42 percent), and hot dogs (42 percent). Gourmet grillers are also more likely to grill seafood as well.
How will you know the Gourmet Grillers?
They are the ones with the full-size grills and large parties. Gourmet grillers tend to go all out compared with the basic grillers. And they have an average of 20 people at their rocking party, compared with the 14 at the basic griller’s party.
Who tailgates? One out of eight people. Using their smartphone.
Overall, 12.5 percent of Americans over age 18 have tailgated in the last 12 months—attending an average of 3.4 tailgates each. Those ages 24-34 are more likely to tailgate (19 percent), followed those ages 18-24 (17 percent), and then those ages 35-44 (16 percent).
Half of tailgaters are using their smartphone, for cooking tips, scores and checking in with fans.
Recession or not, we love our football!
We may have put off large purchases or that big vacation, but come Saturday or Sunday in the fall, we are at our grills for football season. It’s a tradition that makes us feel good. So a little splurge on ribs and brats to spruce up our party is an easy thing to do.
September 13, 2010 § Leave a Comment
This past weekend was a big one for football. College football is finally in full swing with Saturdays consumed with football mania. I was on a road trip this weekend and spent the day dialing around for games and using my iPad to update scores.
So it was no surprise to learn that a new Scarborough report shows the Southeastern Conference (SEC)* is the number one college conference for women who are avid fans of college football. About one-fifth (19 percent) of avid female college football fans** attended an SEC game, listened to one on the radio, or watched a game on television during the past year. The SEC outranks all other major college conferences for women who are avid fans of college football. Among all adults, 17 percent of avid college football fans are fans of the SEC.
1. SEC (19%)
2. Big Ten (13%)
3. ACC (12%)
4. Big 12 (10%)
5. Pac-10 (7%)
6. Big East (5%)
Who are these smart women?
Female SEC Football Fans represent a diverse, professional audience. They are 47 percent more likely than all adults to be African-American and 12 percent more likely to be employed in white collar positions. Professionally, they are 30 percent more likely than other adults to be in sales positions, and 15 percent more likely to have an office in the home. SEC female fans are average in terms of household income and education.
Female SEC Football Fans are 12 percent more likely than the average adult nationally to own their home and 22 percent more likely to own a second home, as well. Eighty percent live in a single-family home. Female SEC Football Fans fill their homes with high-end technology, such as:
- Energy saving appliances: Female SEC Football Fans are 14 percent more likely than all adults nationally to have an energy saving appliance in their household
- HDTV: 12 percent more likely
- Video game system: 12 percent more likely
- Satellite TV subscription: 17 percent more likely
Maintaining and upgrading the homestead is a priority, and they are more likely than other adults to take on big home improvement projects such as:
- Remodeling a Bathroom: Female SEC Football Fans are 23 percent more likely to have remodeled their bathroom during the past year
- Remodeling a Kitchen: 24 percent more likely
- Roof repair: 26 percent more likely
They also invest in cosmetic and other maintenance upgrades such as:
- Landscaping: 16 percent more likely to have done in the past year
- Painting or wallpaper: 12 percent more likely
- Heating or air conditioning upkeep or replacement: 33 percent more likely
- Installing a home security system: 54 percent more likely
Game on Saturday, Church on Sunday
This might be the statistic I like the best – Female SEC Football Fans share their wealth. They are more likely than the average American to live in a household that contributed to a healthcare, social care/welfare or religious non-profit organization during the past year.
Women watch more sports than soap operas
The old stereotypes are dead. Soaps are going down the drain. When it comes to television, we are watching sports. Whereas 62% of women surveyed say they watch sports regularly or occasionally on TV, 42% say they watch soap operas with the same frequency, according to BIGresearch’s Simultaneous Media Survey (SIMM 10, July 07) of 15,439 consumers.
Oh, by the way
And where are we on Saturdays? We are watching television or at the game. Every college student has a Mom who is hosting a tailgate party, buying tickets, booking hotel rooms, buying merchandise and snagging hot dogs at the game.