Marketing to Women: It’s Football in the South!

September 13, 2010 § Leave a comment

logo of Southeastern Conference

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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.

Here’s the breakdown.  Scarborough Sports Ranking: Top Ranking Conferences for Women who are Avid Fans of College Football (Conferences are measured regionally)

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.

Marketing Opportunities

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

The teams that I was interested in on Saturday?  Auburn, Houston, Southern Cal, Tennessee, Vandy.

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.

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