Marketing to Moms: Why I Am Addicted to Top Chef and Project Runway

August 24, 2009 § 2 Comments

In a 2008 Lotame consumer poll, some 85% of Moms expressed their involvement in television related social media content.

What are they talking about online?

Maybe it’s the long awaited new season of Project Runway, withPROJECTRUNWAY Tim Gunn and Heidi now on Lifetime Network with aTOPCHEF Models of the Runway addition.

Maybe it’s the double whammy of Top Chef Masters. Or just maybe it’s the new season of highly tattooed and passionate new recruits ready to compete for the new Top Chef crown.

Michael Pollan points out in a recent New York Times article that the Food Network boasts more viewers most nights than cable news networks.

Pollan contends that we are more committed to watching and talking about food than we are actually cooking it.  Cooking is almost a hobby with the average American spending a mere 27 minutes a day on food preparation.

It seems that we watch the various cooking shows not because we like to cook, but because we like to eat.

The same theory works for Project Runway.  My poor sewing machine with the thousands of stitches has been relegated to a mere side table.  But oh how I love to see those designers stitching away on the latest edition of Project Runway, or having a cat fight over who broke the sewing machine at the 11th hour.

These professional endeavors have become a type of celebrity mania magnet.  We are more interested in the characters and the clothes than we are in fashion design and sewing.

So move over soap operas. Reality Cooking and Sewing has taken your place.



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§ 2 Responses to Marketing to Moms: Why I Am Addicted to Top Chef and Project Runway

  • Melanie says:

    Which of these TV stars do you think has the most influence on moms?

    • Jamie Dunham says:

      My guess is that Tim Gunn, Heidi, and Bobby Flay all do well with Moms. Heidi is a well known Mom. Tim acts pretty fatherly to the contestants, and Bobby Flay is one of those guys that seems like the All American type that you would want to hang out with.

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