As hectic as my day is working at an ad agency, there is no time when I'm more prone to distractions and multi-tasking than the hours between when I get home and when the kids go to bed (for real this time).
Though my television may be on, there's a good chance I lost the story line within five minutes of the show starting. And there's even less chance that I'm going to catch the commercials -- and I work in the industry. The only time I can truly enjoy watching television is once my kids finally fall asleep.
As one of my peers cited in a previous article, moms control $4 billion in annual ad spend, so getting their attention is critical to many marketers. In fact, we were recently tasked with developing a communications plan for a client whose core audience is moms with young children.
Considering my own experience watching (or rather not watching) television, we thought we should take a look beyond the syndicated data to see if other moms had similar viewing habits.
What the Research Shows
We conducted our own research of over 400 women who have children under the age of 12 living in their homes, and here's what we found:
But, for us, the most interesting insight was:
What this Mean for Marketers
If your communications plan calls for television advertising, then you will get the most value for your brand if you can communicate with your target during her "me time," when she's actually focused on the programming.
Second, consider supplementing your television messaging with online advertising on the sites she visits to re-watch or catch missed episodes of her favorite programs.
Finally, if she's making time to "engage" in watching her shows online, then consider engaging her during this time with tactics such as online sweepstakes or interactive quizzes, to extend the engagement beyond the programming itself.
In a world that is always "on" and a target audience that is in motion most of the day, you have to look beyond the numbers.