Advertisers eye the evolving female demographic | Media Analysis | Business
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Women are connected consumers, and advertisers are beginning to cater to them in new ways according to Nielsen research into consumer behaviour.

diamonds 27 nov 2017The survey shows that females over 18 in the US are spending nearly eight hours a day consuming media — from their TV to their smartphone. That is up from just under seven hours in 2015.

Jessica Hogue, SVP of product leadership at Nielsen, revealed this and other insights as a guest speaker at Morgan Stanley’s HER Day conference, which featured presentations dubbed ‘HER Talks’, curated around the topics and themes of health and wellness, personal and professional development, and wealth and philanthropy. Hogue’s HER Talk showcased Nielsen data on women’s media consumption, as well as purchasing behaviour, drawing a portrait of women’s everyday investments — specifically how they spend their time and money.

“Our business is focused on helping clients understand what people watch and buy. Media consumption and purchasing information can provide insight into the telling investments people make in their everyday lives,” said Hogue. “Over the years, Nielsen has studied how women approach these everyday investments, and our data paints a picture of women as empowered consumers and economic powerhouses. With their everyday decisions, women have the power to influence not only their households but the economy at large.”

Women are also watching content that is considered unusual as far as conventional wisdom goes, which presents new opportunities for advertisers. For instance, women comprise 45% of the NFL fan base, according to the league, which has steadily increased its diversity over the last few years, with women coaches, owners and officials now participating (albeit in small numbers).

“We want to make sure we’re giving our fans an enriching experience and thinking about the biggest platform there is as an opportunity to bring in teen girl fans,” NFL vice president of marketing Johanna Faries said earlier in the year.

Advertisers are also catering to the female demographic in new ways, particularly when it comes to Millennials. For instance, The Diamond Producers Association last autumn launched its first new campaign in five years, speaking as much to women in relationships as to men.

The ad campaign, created by creative agency Mother NY, consists of spots highlighting non-traditional relationships in which no mention of marriage is made: One, called Wild and Kind, shows a series of relationship ups and downs. “Maybe we won’t ever get married, and maybe we will,” says the female voiceover. “But I will spend my future with you.”

A second spot, Runaways, shows two 20-somethings running away together to Thailand after their first date, shacking up in a third-floor walk-up and expressing their ‘fun side’ with diamonds. And a third features a committed lesbian couple.

Mother NY, the architect of the campaign, found in focus groups that Millennials associated diamonds with a “fairytale love story that wasn’t relevant to them,” said Thomas Henry, strategist at the company. “We needed to bring this powerful symbol into the modern world by acknowledging that perfection is no longer the goal for a great relationship.”