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Female Consumers Shape Media Trends

by | Jun 10, 2013 | PKF Texas - The Entrepreneur's Playbook®

Karen: This is the PKF Texas Entrepreneur’s Playbook. I’m Karen Love, Director of Practice Growth, and we’re talking about women in business. My guest today is Susan McEldoon, and she’s the President and General Manager of KHOU. Susan, welcome to the Playbook.

Susan: Thank you, Karen. Thank you for having me.

Karen: Today I’d love to talk to you about women and how they account for about $7 trillion in consumer business spending. And we’d like to see how that factor plays into your world and what you do.

Susan: Mm-hmm. Yeah, well, you know, the advertising and TV world has had this female consumer thing figured out long before the rest of the world.

Karen: Why?

Susan: And it’s been known for a long time that women control the purse strings in the home. Now you have women working, you have women making their own money, and it has just reaffirmed this. In fact, about 75-percent of all the ad buys that are made on television are geared to a female audience.

Karen: Anything local, like something you could share with us that we may not know here in Houston?

Susan: Yeah. Well, something I think that will kind of help you shape this is that sports programming; everybody for years thought that sports programming was just to reach a male audience. Now 40-percent of the audience that watches a Houston Texan game on KHOU-CES is female.

Karen: Right. Right. Wow, that is impressive.

Susan: And that makes it a very efficient buy for an advertiser, because they get to reach both audiences with that one program.

Karen: Fantastic. This has been a thought leader production, brought to you buy the PKF Texas Entrepreneur’s Playbook. Tune in next week for another chapter.

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