A+E Networks is stepping up its research game in order to provide advertisers fresh insights into marketing to women. The “SheReports” initiative is the beginning of A+E’s effort to provide marketers — and prospective clients — with data and cultural information that will make viewers more comfortable watching ad supported TV for women, make the advertising and marketing more effective.
A+E has already conducted two major studies about women. It has begun publishing a monthly newsletter for about 5,000 brand decision-makers. And it is working with the Association of National Advertisers’ (ANA) #SeeHer program, which aims to increase the percentage of accurate portrayals of women and girls in the U.S. in media by 20% by 2020 — the 100th anniversary of women winning the right to vote.
Amy Baker, EVP of client strategy and insights at A+E Networks and head of a recently launched client strategy and insights team, said the initiative grew out of research showing that women didn’t like the way they were depicted in TV advertising.
Two years ago, A+E began working with research companies and cultural anthropologists on a couple of broad studies on womanhood and how women look at money. The “Womanhood Insights” study found that women of nearly all ethnic, economic and educational backgrounds want to see strength when women are depicted on TV. They also prefer a realistic portrayal of their lives, not a glossy fantasy.
The insights from the studies that have been shared with clients are being used to develop video products, some of which will be launched at on-air branded content.
“These insights give us the ability to then create product that makes sense for what the viewers want and what the advertisers need,” she said. “So we have a handful of different products that are in development right now.”
Lafayette, J. (2018, January 15). A+E’s “SheReports” Offers Insights into Women Consumers. Broadcasting & Cable.