Time Warner Cable Media, the advertising sales division of Time Warner Cable, today shared marketer insights on how to leverage the changing attitudes, consumer confidence, and media consumption of two key female demographics – Chief Family Officers (CFOs) and Girlfriends on the Go (GOGs). Based on insights from more than 3,800 women across the country, the new thought leadership study, conducted with IpsosMedia CT, found that CFOs and GOGs share positive outlooks for 2013, compared with 2010, in spite of concerns about the job market and healthcare. They also are clamoring for more “me” time. For marketers to reach them with the right message at the right time in the right way, they will need to take the findings, including the differences based on attitude, behavior, and geography that have emerged, into account for their campaigns.
“These two audience segments represented over $200 billion in spending last year as key decision makers. We are looking to provide our marketing partners with the subtle differences between the two in order to help them connect with these audiences more effectively,” said Joan Hogan Gillman, Executive Vice President of Time Warner Cable and President of Time Warner Cable Media. “By incorporating these learnings, our clients have more facts to inform their creative direction and media placement to engage each of these segments.”
CFOs and GOGs, the focal points of the study, are two distinct audiences. Having a median age of 38, about 50% of CFOs are married, half have children, and more than half work. In addition to balancing work, family, activities, health, and education, they are the primary decision makers for smaller, day-to-day purchases. For big purchases like cars and electronics, they share the decision making with a spouse or significant other. They are technology savvy, but they may not own the latest gadget. Overall, CFOs think through purchases in terms of cost, product value, and brand name. While GOGs share similar attributes when it comes to purchase decision making, name brands play a far more important role when making a purchasing decision. GOGs also see technology almost the same way they see fashion. They want the newest and trendiest gadgets.