Using "eyes on screen" technology, TVision found that men scored a 126.7 index for "commercial attention" vs. a 120.3 index for women. The results were similar for "program attention" -- a 125.7
index for men vs. a 118.5 index for women.
With so many options, do consumers still fall in love with their brands? Is there loyalty or are people just looking for the next best deal? Beardbrand founder, Eric Bandholz's, believes it's the
former. His plan was to build a brand that his target market identified with right away. So staying true to his commitment to making men "awesome" and a prolific YouTube strategy, Beardbrand quickly
became the go-to source for the underserved bearded community.
While total time spent with TV has been eroding for all Americans, it's been slipping faster among men than women, according to a just-released analysis of time spent with media by gender. The
analysis shows that while the total daily time spent with TV has fallen 6.5% since 2016 among women, it declined 7.2% among men. Moreover, women are much more active users of the medium to begin with,
spending about 12% more time daily with TV than men.
On the day of the launch #TakeTheTime represented 45% of all conversations on paternity leave even though there was a major news piece regarding the legislation at the same time.
It's interesting that women, who are considered more communal and nurturing than men, are not the ones who exhibit these traits professionally.
The releases ramped up ahead of the holiday, supported by both "Funny or Die"'s digital and social footprint and the brand's own. It released real Cinco Equis cans at locations in New York City and
Texas, supported by geo-targeted Snap filters.
The key to building excitement around this campaign was a comprehensive roll-out across various social channels which started a month before with teaser content.