NBC to Reveal “Eye-Opening Information” About Women’s Buying Power

TV NBC ShriverAccording to the New York Times, NBC News will devote a significant amount of time and attention, beginning the week of October 18, to the changing roles of contemporary women. Much of it is based on a study initiated by Maria Shriver titled, “The Shriver Report: A Woman’s Nation Changes Everything.” The week long coverage will include evening newscasts, several appearances on the “Today” show, Meet the Press, MSNBC, CNBC, and iVillage among others.

The Center for American Progress explains that the report will combine the work of economists and academics to address the consequences of women’s more prominent economic status in the institutions that matter most in American life including government, business, faith, education and health.

So, how does this affect marketing to women, other than the obvious?

Lauren Zalaznick, the president of NBC Universal Women and Lifestyle Entertainment networks, said that NBC will also be releasing results of a complementary study, conducted by GFK Roper, into consumer behavior of women.

Zalnznick promises the study includes “eye-opening information” about women’s buying power and its impact on “advertising and the marketplace.”

Preliminary results already released confirm a good bit of what we already know:

  • women are playing a much larger role in buying big-ticket items such as cars and high-end consumer electronics than they were a decade ago.
  • women are playing bigger roles in family financial planning and buying stocks and bonds

While I am anxious to learn of some exciting new research, I think that for the most part, it will likely confirm more of what we already know. So, I believe that the most important take-a-way here is that it is becoming more and more mainstream knowledge that companies must “market to women.”

As that competitive edge begins to dull, your ability to connect effectively with women will need to be sharpened more than ever.



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

2 Responses to “NBC to Reveal “Eye-Opening Information” About Women’s Buying Power”

  1. […] Posted on October 15, 2009 by sheconomy As I was thinking about NBC’s upcoming report about women’s buying power, I am hopeful they plan to address one of the most overused stereo-types about women. Many male […]

  2. As a member of the Women at NBC Universal 2009 Advisory Board, I was privileged and pleased to be invited to an intimate Board Breakfast where Shriver presented findings and insights from her study – as well as a signed copy of the full report! It is amazingly in-depth and the information will do much to move policies and programs forward, I dearly hope. Shriver’s well-earned visibility as former NBC newscaster and First Lady of California, in which capacity she has injected new vitality and relevance into the annual Woman’s Conference there, gives her the bully pulpit and top-level connections needed to get the topics taken seriously.

    Lauren Zalaznick also recently shared with the Board the summary findings of NBC Universal’s research. As you suspected, there is not much there that we in the MTW space don’t already know. The good news is that perhaps the mainstream media and marketers will finally start to take some action to address their opportunities with women, instead of continuing to leave heaping piles of cash on the table!

    Marti Barletta
    Author, Marketing to Women; and PrimeTime Women

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