WHEN IT COMES TO LOYAL HORSE RACING FANS, WOMEN ARE A SURE BET FOR MARKETERS, ACCORDING TO
SCARBOROUGH SPORTS MARKETING
NEW YORK (October 26, 2004) – Scarborough Sports
Marketing released an analysis that finds that horse racing is attracting
female consumers. Fifty-two percent of Loyal* Horse Racing Fans are women. The
only other sport out of the 23 measured by Scarborough where a higher percentage of Loyal Fans
are female is the WNBA. Fifty-seven percent of Loyal WNBA Fans are women.
In case 2004 is too far-back for you, consider this statistic: May 4, 2013: Nielson, the company that can tell who’s watching what, down to a fraction–reported that 52% of the viewing audience of the Kentucky Derby in 2013 was female. And viewership rose 16% from 2012, to 16.2 million viewers. Translated: over 8,424,000 of the viewers of the Kentucky Derby were women–and not a single ad was aimed at coaxing the money of those women out of our purses to buy stuff.
Isn’t that silly?
It appears that the people who plan advertising for horse racing–such as producers for TV broadcasts–don’t have a clue: they’re still aiming 99% of the ads on horse racing shows at the 48%.
Isn’t it bad planning, to sell ads for items that the majority of your viewers probably won’t buy because the majority of those ads exploit their gender?
(Ummmmm…YES, little Johnny, an ad that features a scantily-clad woman, draped across a Camaro, or bouncing around a golf course IS exploitation of women.)
But let’s give them some credit: perhaps they just didn’t understand that we’re the foundation of the fan base. But now they know, the truth is Our There: henceforth, ignorance of the fact is no excuse to exclude us.
I would write, “I rest my case,” but I don’t. Not yet.
The same evening that I went berserk because of the apparent No Women Ads Zone on Derby broadcasting, I found a link. Through Fast Company, I found this article:
Fastcodesign.com: “Women Dominate the Global
Marketplace: Here are 5 Keys to Reaching
Them” by Susan Fabry*
I’m going to give you a couple of brilliant points contained herein, but I suggest strongly that you read the entire article. Especially if you’re a person who has a product or service for which you buy advertising:
The nutshell, the five ways to reach us:
1. Acknowledge her influence.
2. Join her circle.
3. Understand her similarities.
4. Respect her differences.
5. Grow with her.
And WHY is it that businesspeople with products and services to sell should advertise to we women?
Because, according to Ms. Fabry:
“Women control 65 percent of global spending and more than 80 percent of U.S. spending. By 2014, the World Bank predicts that the global income of women will grow by more than $5 trillion.”
So, girls and boys, let’s put on our thinking caps: The past is the past. The person in charge of advertising sales for the Kentucky Derby screwed up, but it’s not too late. That person may have thought that s/he was targeting the right market, but they were oh-so-wrong.
Citing Scarborough Sports Marketing, Nielson and Susan Fabry, simply put:
Women are the majority of the fan base of horse racing and
Women control global spending.
The natural conclusion seems to be impossible to miss: advertise to US:
We love horses.
We love horse racing.
We buy stuff.
If you’re looking to put your advertising dollars where they’ll produce the most bang for your buck–please consider investing your dollars in entities that appreciate and understand these statistics.
Do some research–find out which media are woman-friendly. Find out which are woman-run. Find out which horse racing media cater to the majority–and who offer advertising that will reach We Womenfolk.
Get creative with your ad team, and make the switcheroo: if you sell cars, don’t make ads that feature bikini-clad girls draped across the hood of a car. Instead, create ads with smart, savvy women at the wheel of your Mercedes.
The chick draped across the car can’t even spell, “car,” never mind–buy one.
The woman in the Mercedes ad may be your next customer.
That’s all she wrote.
* And while you’re shopping for venues for your ads–perhaps you’ll drop me a line and ask about advertising in f!lly Magazine. 🙂