Marketing to Women: Olympics Win for Women!
August 8, 2012 § 2 Comments
1. More USA women compete than men athletes. This is the first Olympics that women outnumbered men in the USA Olympic athletes. This year, the United States Olympic Committee sent a total of 529 athletes to the Games: 268 women and 261 men, to compete in 25 sports.
2. More women watch Olympics than men. According to the national Gallup Daily tracking survey done by phone with 1,082 U.S. adults on August 4-5, 43% of women say they are watching a lot of the Olympics, while just 36% of all men say they are watching the Olympics and only 30% of unmarried men. Traditionally, the Olympics are the only major sports event that attracts audiences that are majority-female. The Olympics are also historically considered valuable programming because the audiences are relatively affluent and educated.
3. These are the first Social Olympics, and of course women are the heavy social media users. Everyone from the athletes like Gabby Douglas, to news media, to sponsors, to fans are all posting on social media. Just five days in, Twitter announced that there had already been more than 10 million Olympic tweets. Consider the changes since the last Olympics just four years ago.
- Facebook had 100 million active users in 2008 (and beginning to get more buzz than MySpace) — Today Facebook is closing in on 1 billion active users
- Since 2008, Twitter has grown from 6 million registered users to over 500 million today
- YouTube was a huge platform in 2008 with 10 hours of video uploaded every minute. But, today they see 72 hours of video sent to the site every minute.
The media has not done the best job – consider the hashtag #NBCfails that has been trending from day one. Where the networks fail, social media steps in to fill the gaps. Social media is now the go-to place for up-to-the-minute coverage. Not surprisingly, fans turn to the place they can get the news first.
4. Brands score big with women. The Proud Sponsor of Mom by P&G has scored big with fans, as the favorite television spot of the Olympics. And P&G expanded on that success with social media. As reported by the NY Times, P&G is leading with a big social media Olympics push. “P&G has unleashed a far-ranging social media initiative, as part of a broader marketing campaign called “Thank You, Mom,” which highlights the behind-the-scenes roles that mothers play in the lives of Olympic athletes — and in the lives of lesser mortals.”