A+E Networks: How the broad strokes of advertising may miss audience nuances

Geoffrey Precourt

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

New – and on-going – research from A+E Networks proposes that political orientation may join such traditional demographic considerations as ethnicity and age as powerful content filters.

The Hearst Corp./Disney–ABC Television Group joint venture has spent the last two years digging down into female audiences to develop insights for Lifetime Entertainment Services, one of its entertainment properties with programming intended to appeal to women.

The study has included both quantitative and qualitative analysis with a base that, to date, includes more than 7,000 women. The primary tool has an anthropological approach centered around mobile ethnographies: Over the course of three...

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