This week Nielsen reported on the record numbers of African American, Hispanic and female viewers that helped propel this year’s Super Bowl XLV to become the most-watched television program of all time. This year’s Super Bowl (111,4 million viewers) surpassed the ATH set by last year’s Super Bowl (106.5 million viewers) as the most watched TV program in U.S. history and kicked the leading final episode of M*A*S*H (105.5 million viewers in 1983) off the top.
Part of this success came from the increasing amount of Hispanic and African American viewers. This year about 10 million Hispanics watched the game (surpassing last year’s figure was 8.3 million viewers) while 12.5 million African American tuned in as well (surpassing last year’s figure of 11.2 million).
Part of this success came from the increasing amount of female viewers that Super Bowl XLV attracted. According to Nielsen, about 51.2 million female viewers watched Sunday’s game, compared to 48.5 million female viewers last year, meaning that we are closing in on a 50% – 50% split in gender now for the viewers of Super Bowl spectacle, even if it still continues to be dominated by male viewers.
Just like so many other industries (gambling and casual games especially) the sports industry has started looking towards women and ethnic groups when trying to grow their viewer numbers.
As previously reported by Nielsen, more American women watch the NFL than any other team sport, and not just the Super Bowl. The NFL (regular season) has by now surpassed Major League Baseball and the National Basketball Association in percentage of female viewers, to a large extent thanks to the extensive investment in various marketing ploys catering to the female viewer.
One can only hope that the slightly embarrassing female targeted version of ESPN, ESPNW will soon start picking up on some of these “radical” marketing techniques (coaching clinics, apparel that fits women…) that seem to have worked for NFL.
Time flies. Especially recently I have noticed it going even faster than usual, and it is painfully clear when looking at how I have been neglecting this blog for quite some time already. To start off again, I will post something I actually already wrote ages ago, but that I hope is still of interest. I promise to be better with regards to keeping you all updated on a more regular basis from now on about women, games, marketing and in general the happenings in our ever more gamified wild world and web.
When it comes to online ads and the upper levels of the professional world, men and women interact very differently, and if we are to believe a study by online ad targeting company Bizo, women tend to click while men tend to act on them.
The study was done between January and July (2010) and included a survey of over 80 million business professionals. In addition to the above mentioned finding, the study also showed that both genders tend to interact with online ads at vastly differing times of the day and night.
Women apparently deliver a 23% higher clickthrough rate than men, while men are 53% more likely to actually buy, start a free trial, download or complete another action related to the ad than would their female counterparts. Interestingly enough, guys tend to click at at 3:00 a.m (EST) while women are more likely to click at 5 a.m. In contrast to this, it takes men until 4:00pm to be most likely to act while women act sooner, already at 11:00 a.m. Obviously, these times are slightly skewed based on different timezones and are only indications, but they seem to show an interesting difference in how we act online depending on our gender.
But gender isnt the only thing that matters when it comes to who clicks and when, just like Rebecca Lieb lays out in her blog entry on eConsultancy. Job Roles and industries also show an affect on people, with people working in publishing, accounting, drug stores/pharmacies, veterinary services and agriculture serving up the most clicks. The least-likely to click work in car rental, aerospace and defense manufacturing, media/music, boats and marine manufacturing and higher education.
Interestingly enough, the people most inclined to act on advertised offers work in business services, media/internet, hospitality, advertising/marketing, industries that have a lot of contact with this format of communication. Least likely to act are again the professionals in car rental, aerospace and defense manufacturing, but also those in weight/health management, construction/residential building and graphic design.
Top clickers are employed in the following roles: operations change management, IT database, government sales support and operations compliance. The most actions are taken by C-level executives, IT, Marketing, medical/health and advertising professionals.
So, where do you fit in? And are you a “stereotypical” male or female clicker?
Women have started increasing their presence on traditionally male oriented sites online. Today women are showing an increasing interest in areas such as sports, cars and technology, opening up interesting opportunities for advertisers as well as website content creations.
Interestingly enough, online sports sites today show similar visitor patterns for females and males. The study by ComScore, published on MarketingCharts shows that among women, the reach is slightly less than 30% for 15-to-24-year-olds. It then grows to 30% for 25-to-34-year-olds, only slightly increases for 35-to-44-year-olds before it peaks at close to 40% for 45-to-54-year-olds and women 55 and up.
Looking at the male figures, the reach of sports site is slightly less than 40% for 15-to-24-year-olds and hits 40% for both 25-to-34-year-olds and 35-to-44-year-olds. It then surpasses 40% for 45-to-54-year-olds and stays virtually flat for men 55 and up. Slightly higher figures than what is recorded for women, but still not that far off.
Something that is still as it alwasy has been is the substantially higher amount of time that men spend on sports sites compared to women in every age bracket. The average total per month for men peaks at 70 minutes per month among 25-to-34-olds, a figure that is roughly double the average monthly time spent of women in that age group.
In online gambling a lot of the advertising is still somewhat male oriented. It will be interesting to see if this will be modified at all to reach out to sports interested females as well as to fit the gambling habits of the female punter.