The FIFA Women’s World Cup is underway, and it’s capturing the attention of fans across the country. When the U.S. Women’s national team defeated Columbia on Monday, it was the third most-watched telecast ever on FOX Sports 1. We don’t find that surprising (we’ll tell you why in a moment), but Andy Benoit, a writer with Sports Illustrated, wasn’t among the viewers. His tweet last week saying women’s sports weren’t worth watching was deleted promptly, and an apology quickly issued. On Wednesday night, though, Amy Poehler and Seth Meyers reunited to address the comment and discuss women’s sports in an update of their popular Saturday Night Live segment, REALLY? (See video below.) Seth points out (around the 3:40 mark) that 4.7 million people watched the US defeat Columbia, even though

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WARC.com August 26, 2011 Frito-Lay, Harley-Davidson and CVS are among the brands which have most effectively engaged female consumers in the US during the last year, a study has found. Women at NBCU, a division of NBC Universal, used search data from Compete, social media statistics from New Media Strategies and in-person word of mouth analysis by the Keller Fay Group to build an index ranking 500 advertisers on this metric over 12 months. Frito-Lay set a new record for generating the most “likes” on Facebook in 24 hours, adding 1.5m fans of both genders, partly thanks to creating a branded farm on Farmville so players could make healthy “virtual goods.” It also live streamed a Flavour Kitchen event in Times Square, providing cooking demonstrations and tips for busy mums,

MediaPost News August 24, 2011 Frito-Lay and CVS Pharmacy were among the brands that made the biggest impact on women over a 12-month period, ending June 30, according to Women at NBCU’s Brand Power Index (BPI). Surprised? Check out the others: Barbie, Kotex and Harley Davidson! What brings them together? Among other things, risk-taking, category redefinition, social media experimentation and humorous messaging, says Melissa Lavigne-Delville, VP of trends and strategic insights, Integrated Media at NBCU. The index measures brands that garner the most female attraction, based on the monthly analysis of 500 brands. From most controversial chatter to loudest social media buzz, the year-in-review study spotlights the brands that made the list, and the innovative techniques that got them there. Kotex won Best Controversial Buzz. The brand took it up

Forbes August 24, 2011 Harley-Davidson. Barbie. Kotex. Dissimilar brands? Not when it comes to appealing to female consumers, according to a 12-month long study done by Women at NBCU’s Brand Power Index. The study is based on a monthly analysis of 500 brands. “The most successful brands we’ve seen over the last twelve months not only engaged women across multiple platforms, but also created the opportunity for women to engage with one another and contribute to the brand conversation,” said Melissa Lavigne-Delville, VP of Trends and Strategic Insights, Integrated Media at NBC Universal, in a press release. “It was these brands that took risks, redefined their category, experimented with social media, and made room for humor in their messaging, that really climbed the Index.” The results include an analysis of

This Just In: Advertising Works on Women

Wednesday, 01 December 2010 by

Advertising Age Amazon Kindle, Verizon, and Hershey’s were on many women’s minds in October, according to NBC Universal’s latest women brand power index, now in its third month.  But it wasn’t Christmas shopping or Halloween trick-or-treating alone that got those brands in good stead with the ladies, say NBCU researchers.  It was advertising and marketing. The index uses search data from Compete, social media “buzz” data from New Media Strategies, and conversations tracked by Keller Fay Group to determine the monthly ranking of 500 brands among women.  And last month, Kindle’s aggressive “Buy Once, Read Everywhere” campaign and a Kindle vs. iPad TV ad; Verizon’s initial iPad push; and Hershey’s Bliss Chocolate cause campaign for breast cancer all resulted in increased brand importance among women. Verizon moved up to No.

Last week, UM’s Graeme Hutton posted a blog piece in which he posed the question, “Do Influencers Really Matter?” By analyzing the relationship between influencers and general consumers Hutton concludes the answer to his question is “yes”; and he says “if a brand is to maximize its conversation potential, it’s not enough to focus simply on creating the conversation with consumers, a parallel communications strategy should often be embraced for influencers.”  He suggests ways brands and their agencies can plan and execute strategies to nurture influencers.  (Disclosure: UM is a Keller Fay client and uses TalkTrack® as the data source for its analysis.) I have written before about three primary reasons that influencers matter to marketers: Influencers talk far more about brands than the average consumer, thereby generating reach, which

Media Week The power of women consumers has become an immutable force shaping how billions of marketing dollars are spent annually.  But getting a layered view of their market influence, especially in a digital and social age, has been hard to come by. Women at NBCU, NBCU’s female-targeted ad sales and marketing initiative, hopes to change that with a new monthly brand index that’s designed to be a comprehensive measure of the 25 brands most important to women.  Launched today, the index, called Women at NBCU Brand Power Index, compiles online search data from comScore, social media buzz data from New Media Strategies and online chatter charted by the Keller Fay Group, a word-of-mouth research firm. “Women are the biggest brand ambassadors,” said Lauren Zalaznick, president of NBCU’s Women &

According to my unscientific life experiences, women are more talkative than men.  Published studies seem to back up my experiences.  Various estimates from numerous studies reveal women speak about twice as many words per day as do men. It’s also commonly cited that 85% of all purchase decisions are made by women.  A recent Advertising Age white paper, THE RISE OF THE REAL MOM, cites a Boston Consulting Group study that discloses, “women control $4.3 trillion of the $5.9 trillion in U.S. consumer spending” and “73% of household spending.” Women have clout when it comes to spending power and purchase decisions.  Women also have clout as it relates to being a Conversation Catalyst™. In an earlier post we learned Keller Fay uses the Conversation Catalyst™ system to measure and track

USA Today Snapshot

Thursday, 20 May 2010 by

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In fact, a mere 15% of the population makes 1.5 billion brand mentions to friends each day. according to new research on word-of-mouth marketing. The study, conducted by research firm Keller Fay Group, is the first to estimate the daily volume of word of mouth in the U.S. Keller Fay found that the biggest chatters, the 32 million outgoing consumers that the research firm calls “conversation catalysts,” average 184 conversations each week, about 50% more chats than the average consumer. Those 32 million, who comprise 15% of the population, account for one-third of all word-of-mouth brand comments. “This report provides compelling new evidence about the disproportionate impact that a select group of consumer influencers have in word of mouth, and highlights the ways these consumers spread information and insight beyond

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