The Gender Quotient

Sun, 29 Oct 2017 08:29:00 -0700

The late David Ogilvy is credited with one of marketing’s most famous axioms. “The customer is not a moron; she is your wife.” The quotation reminds managers that we are all customers, but it is striking because of its decisive use of pronouns. The pivot from “customer” to “she” brings the message home. It is a prime example of the role gender can play in our communications.

Gender has become a challenging landscape for marketers. On the one hand, there are brands that are creating value by aligning themselves with gender-specific themes. One example is the femvertising trend, in which brands such as Dove, Always and GoldieBlox have tailored their messaging campaigns to feature stories of female empowerment. The approach is not exactly new. Although distasteful to today’s more enlightened audience, Virginia Slims wooed women to tobacco by celebrating the strength of the female sex.

When Your TV Binge Doesn't Flow

Tue, 15 Nov 2016 05:12:00 -0800

Here’s a multimillion dollar question: how do you predict a binge-worthy show?

The question is not as trivial as you might think. Binge viewers are a growing audience, and some research suggests that the behavior might be addictive—meaning there will be even more of them in the future because addictions spread.

For creators, a binge-worthy program presents two sizable challenges. Some binge-worthy content is released in a traditional, episodic format on traditional networks like CBS and HBO, while others are delivered in lump sum through streaming providers like Netflix and Amazon. The challenge revolves around the growing audience of consumers who prefer to watch the content in one big binge, with some going so far as to delay their viewing of the content until it has been released in its entirety. That’s right. They record every episode or download it from Hulu or Netflix once the season is over in order to step through it in a big binge batch. Granted, this audience is not anywhere near a majority, but it is growing. For a content-creator, this can create a big disadvantage. Namely, if you’re trying to convince your network to renew your show for another season, you’re losing viewers in the traditional Nielsen cycle of ratings and feeling less power than you might if the bingers tuned in in real-time.

Content on The Findings Report

The Gender Quotient

When Your TV Binge Doesn't Flow