When marketing to both genders, the split between who is watching what on TV is getting blurry providing new opportunities for brands and advertisers. Men are increasingly getting into shows typically geared towards women, just as women are on the couch, with a beer in hand watching football every Sunday.
Of course, there are still large numbers of men watching the NFL, and traditional ads from brewers, car companies and snack foods dominate. At the same time, advertisers cannot afford to ignore the large numbers of women who are now tuning in.
Networks – which have traditionally played to one gender – have already embraced the new model. Now it’s time for advertisers to hop on board. According to a recent AdWeek article, the highest rated cable show among women is currently AMC’s The Walking Dead, far outperforming conventional female programs like The Real Housewives of Atlanta.
Adapting to new trends is nothing new to the Direct Response industry, which long ago traded in 30-minute infomercials during the graveyard shift for 15 second spots during primetime viewing. The reason? Consumer viewing habits have evolved and the DR industry has kept pace.
By playing to both genders simultaneously, advertisers will ultimately increase sales and awareness of their product. Katherine Wintsch of marketing consultancy, The Mom Complex, sums up this phenomenon saying, “TV gets it much more than advertisers do. We lose two or three decades when we go to commercial break.”