Your clarification helped me a lot with finding appropriate resources
for your presentation on how to develop a TV marketing spot for real
estate aimed at women 25 ? 54. As you expected, there is lots of
There are lots of resources to help you with determining the TV
viewing habits of women 25-54. I?ve included links to a variety of
tools and articles on how to use them so that you can figure out where
you will get the most bang for your buck. I?ve also identified a
collection of general resources for marketing trends in reaching your
target group of women.
Next, I collected a variety of sources to help you develop your
approach on marketing real estate to women. Women make the purchasing
decision on 91 per cent of houses and 94 per cent of home furnishings
according to Marti Barletta. This figure from her book, Marketing to
Women, How to Understand, Reach, and Increase Your Share of the
Largest Market Segment, is quoted repeatedly in the business and trade
press. I have not been able to discover where she got this number but
it confirms your belief that women are extremely influential in buying
There are lots of articles exploring the trends in women buying real
estate or homes for themselves as well. I?ve provided you with lots of
links to help you understand how women approach these purchases to
help you in designing your advertising approach.
I trust that the information I?ve found will be helpful for your
presentation. Please don?t hesitate to ask for clarification if I?ve
omitted anything that you expected to have covered.
Wishing you well for your project.
~ czh ~
TV STATIONS / PROGRAMS FOCUSED ON WOMEN 25 - 54
This site provides a demographic breakout by age categories on
channels watched. The listing for Women 25-54 is below. Clicking
through to the channel information provides you with more details on
markets and programming and gives you the link to the TV channel?s
website and its 2005 CAB Profile. (See below for additional
information about CAB profiles.
Target Demographics based on CAB 2005 Cable Network Profiles.
Cabletelevision Advertising Bureau
The following network(s) target this demographic:
-- AMC (Dual Feed)
-- Animal Planet (Single Feed)
-- BET (Dual Feed)
-- Bravo (Dual Feed)
-- CMT (Single Feed)
-- CNBC (Single Feed)
-- Comedy Central (Dual Feed)
-- Court TV (Dual Feed)
-- Discovery Channel (Dual Feed)
-- DIY Network (Single Feed)
-- ESPN (Single Feed)
-- ESPN2 (Single Feed)
-- ESPN Classic (Single Feed)
-- E! Entertainment Television (Dual Feed)
-- Expo TV
-- Food Network (Dual Feed)
-- FX (Dual Feed)
-- FOX News Channel (Single Feed)
-- The Golf Channel (Single Feed)
-- GSN (Single Feed)
-- Hallmark Channel (Dual Feed)
-- HGTV (Dual Feed)
-- The History Channel (Dual Feed)
-- Lifetime (Dual Feed)
-- Lifetime Movie Network (Dual Feed)
-- MSNBC (Single Feed)
-- The Outdoor Channel (Dual Feed)
-- Oxygen (Dual Feed)
-- SCI FI Channel (Dual Feed)
-- Style Network (Dual Feed)
-- TBS (Dual Feed)
-- TLC (Dual Feed)
-- TNT (Dual Feed)
-- Travel Channel (Single Feed)
-- TV Land (Dual Feed)
-- USA Network (Dual Feed)
-- VH1 (Dual Feed)
-- WE: Women's Entertainment (Single Feed)
-- The Weather Channel (Single Feed)
The CAB website offers a tremendous amount of information about the
demographics, psychographics and viewing habits of the cable TV
audience. The CAB profiles are especially useful but I suggest that
you review the whole site for additional information you might be able
to use for your presentation.
Cabletelevision Advertising Bureau (CAB)
The CAB is dedicated to providing advertisers and agencies with the
most current, complete and actionable Cable television media insights
at the national, DMA and local levels.
We seek to definitively answer a broad range of advertiser and agency
questions concerning Cable television's media attributes both within
the context of all other US television options, as well as within the
full range of media options in any given market.
2006 CAB Profiles
This section contains summaries and downloadable profiles of all major
cable networks that support advertising. Among other things, these
profiles include detailed information about each network's value to
advertisers, viewer demographics, general programming information and
Study: 5% of Viewers Lost During Commercials
Audience drop-off varied by demographic, daypart and program type.
Overall, among Adults 18-49, 5.6 percent of the audience was lost; 4.4
percent among Women 25-54 and 7.5 percent among Men 18-34.
Among Women 25-54, syndication had the lowest drop (-1.6 percent),
followed by cable (-4.8 percent), and broadcast (-6.0 percent).
Center for Media Research
Here are links to sites around the net with specific useful research
information for media planning and buying.
Study: $ Shift to Web Increases Reach
DoubleClick Inc.?s Cross Media Reach and Frequency Study, released at
its Insight 2003 industry conference last week, reveals that by using
standard media planning tools for both offline and interactive
marketing, marketers such as American Airlines, Subaru and Kraft Foods
could increase reach by shifting dollars originally spent on
television to the Internet.
NY Times Misses The Point On 18-34 Audience Value
Time spent viewing television weekly: (hours:minutes )
Men 18-24: 20:10
Men 25-54: 27:33
Men 55+: 36:28
Women 18-24: 21:30
Women 25-54: 30:30
Women 55+: 41:20
How to get the Most from Your Broadcast Buy
GENERAL INFORMATION -- ADVERTISING FOCUSED ON WOMEN 25 - 54
The Ketchum PR and marketing agency has a practice focusing on women
25 ? 54 and offer lots of resources and statistics about this group.
The long article I?ve linked below discusses the problems faced by
advertisers who are trying to reach women 25-54 and provides
statistics on what seems to work and what doesn?t.
Ketchum Global Brand Marketing Practice -- Women 25 to 54
Today?s women have emerged as a more powerful consumer force than ever
before. They now control $3.3 trillion in consumer spending, are
responsible for 80% of household buying, control more than 50% of the
wealth in the country, make 62% of all car purchases and take more
than 50% of all business trips.
Why It?s Difficult for Marketers to Reach Women 25 to 54: 58% Report
They Have ?Much More? On Their Minds Today than Five Years Ago
The survey of 1,000 Americans by Ketchum, a leading global public
relations firm, found that 58% of women ages 25 to 54 have ?much more?
on their minds now than five years ago. That percentage is a startling
18% higher than that of the total public, 20% higher than men ages 25
to 54, and 35% higher than men in general.
The survey ? conducted by the Ketchum Global Research Network and
Synovate, the market research arm of communications specialist Aegis
Group plc ? underscored why women 25 to 54 are more likely to report
they don?t often have undivided time to consume media.
This British portal site provides a lot of articles about marketing
approaches aimed at women.
Rethink Pink ? The Marketing to Women Portal
REAL ESTATE MARKETS AIMED AT WOMEN 25 ? 54
Profiles in Reality: Marketing Urban Homes to Women
This past weekend I came across a full-page ad in the New York Times
Magazine for a company trying to put "real" back into real estate.
This ad campaign is speaking the language, in visuals and copy, of a
specific segment of relatively affluent Manhattan home buyers. Though
it is likely effective with many people who fit that description, it
was clearly written/developed specifically to the high standards of
women (whether as solos or half of a couple) - who are looking to
connect with a real estate company in some way before signing on .
When Buying a Home Cramps Your Courtship
Single-women homebuyers represented about 18% of all U.S. homebuyers
in the first half of 2004, according to the National Association of
Realtors (NAR). Slightly more than one-fourth of them are 25- to
34-year-olds -- the biggest subgroup of single women buyers. While
women's rush into the housing market has been great for their
financial security, many women, like Ms. Myers, are saying it's
putting a damper on their love life.
The couple eventually broke up. The day after the split she made her
offer on her condo. She regrets not buying sooner: While they debated
moving, interest rates on mortgages rose a full percentage point, and
condo prices for the type of unit she wanted rose by 10%.
WOMEN?S ROLE IN REAL ESTATE PURCHASE DECISIONS
Marketing to Women: How to Understand, Reach, and Increase Your Share
of the Largest Market Segment
by Martha (Marti) Barletta
Foreword by Tom Peters
Statistics overwhelm: Women are responsible for 83% of all consumer
purchases. Home furnishings ? 94%. Vacations ? 92%. Houses ? 91%.
Marti Barletta, CEO TrendSight Group
Have I missed the boat?
Statistics Show that Women Drive the Economy
barletta women houses 91 per cent
(lots of articles using the Barletta statistics)
Reaching Powerful Female Consumers at Work and at Home
Purchasing Power is Driven by Today's Gatekeepers
Are responsible for 83% of all consumer purchases:
- Home Furnishings 94%
- Vacations 92%
- Houses 91%
- Consumer Electronics 51%
- Cars 60% (While influencing 90%)
Source: Fast Company, August 2002; Marketing to Women, M. Barletta, 2003
*Source: Medical Marketing & Media
Home Buyer & Seller Survey Shows Rising Use of Internet, Reliance on Agents
Married couples make up the largest share of the housing market,
accounting for 61 percent of transactions. Single women purchase 21
percent of homes while single men account for 9 percent. Unmarried
couples were 7 percent of the market, and 2 percent were listed as
other. In 2004, single women were 18 percent of buyers and single men
were 8 percent.
2/14/06 -- Dream house, sans spouse: More women buy homes
Last year, single women snapped up one of every five homes sold.
That's nearly 1.5 million, if you're counting ? more than twice as
many as single men bought, according to the National Association of
The trend is striking, because in 1981, the number of single women and
single men home buyers was virtually the same. Since then, the
percentage of buyers who are single women has almost doubled, while
the percentage of single men buyers slipped 1 percentage point to 9%
last year. (See table 1981 ? 2005)
Single Women Plunge Into Real Estate
Single Women Employ Different Strategies In Buying and Financing A Home
As the recent report, Buying For Themselves: An Analysis of Unmarried
Female Home Buyers by Rachel Bogardus Drew for the Joint Center for
Housing Studies at Harvard University points out, single female
homebuyers as a group have several characteristics that differentiate
them from their unmarried male counterparts and married couples. Among
those that we mentioned earlier are that they are older, have lower
incomes, and a higher percentage of minorities in their ranks.
Single Female Homebuyers - Who, Where and What
Who are these millions of unmarried women who have plunged into the
housing market in the last few years and what makes them different
from married couples or unmarried men? The Joint Center for Housing
Studies at Harvard University recently released a study called Buying
For Themselves: An Analysis of Unmarried Female Home Buyers which
takes a comprehensive look at this group of homebuyer which, as we
stated earlier, is the fastest growing segment of the home buying
These unmarried women are far from a homogenous group. They include
woman of all ages, incomes, and races, widowed, divorced, never
married; with children and without, but they still, as a whole show
some striking differences from the other two home buying groups.
Homebuilders jockey for single women's business
(Lots of information about what women want in the houses they buy and
perspectives on the California market.)
What women want differs when buying real estate
Leslie Williams, who as president of Seattle-based Williams Marketing
works with condominium developers and buyers, has been so struck by
the different interests of female and male buyers that she has started
buyers' seminars aimed solely at women.
One of the biggest concerns is security, Williams said, particularly
among single women. They like to have good security at the building's
front door, including closed-circuit television coverage. They want
brightly lit garages and storage areas, and they want to feel
comfortable walking around the neighborhood.
Retooling Home Improvement
After married couples, single women are the largest group of home
buyers in the U.S., responsible for 21% of transactions, according to
the National Association of Realtors. By 2010, the number of
women-headed households is expected to rise to nearly 31 million,
representing about 28% of the U.S. total, according to a 2003 Fannie
Women are main decision-makers when it comes to buying a home
David Powers Homes research indicates nearly 80 percent of the
home-buying decisions in its price range ($180,000s to $500,000s) are
made by women. However, most buyers are couples who ultimately agree
on the largest investment of their lives. Therefore, home builders
must design, build and merchandise their products to appeal to both
men and women.
demographic women 25-54
marketing to women
marketing "women 25 - 54"
marketing to women 25 - 54
marketing to women "real estate" OR homes OR houses
tv audience OR advertising " women 25-54"
women buying OR purchasing "real estate" OR house OR home
women decision buying OR purchasing "real estate" OR house OR home
women purchasing power