Women’s Values Take A Front Seat
Whether it was the women’s march, Black Girl Magic, #MeToo, #TimesUp, women want to be validated; it’s no surprise why AT&T coined 2018 the Year of the Woman. And when it comes to media consumption, women are self-selecting into programs and media brands for reasons deeper than pure entertainment. This research measures the context effects of viewers’ personal values on media preferences and ad receptivity. Leflein will be presenting highlights from a case study conducted for WE tv on Women’s Empowerment and how brands and publishers can best engage with women. Leflein Associates’ study uncovers how content that celebrates the power of women can impact women’s viewing choices. Multicultural women, in particular, are at the forefront of this growing cultural movement. Barbara Leflein and Andreas Jackson identify a variety of categories in which all women feel underserved. This presentation shows:
1) What is currently driving women’s viewing choices
2) One key value that programmers and advertisers need to address
