The momentum is now with women
Exactly why is ABC’s “Desperate Housewives” so popular? That’s an easy answer for the show’s male viewers, who have made it the second most popular show among men – only Monday Night Football scores better ratings. The women are gorgeous and run around in skimpy outfits. This, in and of itself, is worthy of another post since these women aren’t of the 20-something camp. As Carrie Bradshaw of “Sex and the City” might write, “Is 40 the new 20?”
But back to the topic at hand. For women, there’s a different reason to like DH. In a TV landscape dominated by what’s called “process shows” like “CSI,” DH is a refreshing change. Instead of focusing on the how’s of a story, following the ins and outs of a criminal investigation for example, here’s a show that delves into the personal lives of characters. The who’s, if you will. Their emotions and experiences. And for women, that’s what resonates more.
Unlike other TV women, we’re allowed a peak into DH’s characters’ fears, hopes, dreams and watch as they help each other face new situations. We know what their kitchens look like. We see them in their pajamas. “I think viewers were missing that emotional involvement,” noted one media critic.
Women prefer to talk about people rather than things. Value connection instead of competition. Being understood instead of being in control. That DH’s writers know this is their secret to success with women viewers.
When you market to women, are you aware of these different values? Are you writing to these values? Are you positioning your products or services in ways that are unwittingly “male?” You tell me…