SOURCE: BIGresearch

October 31, 2007 10:00 ET

BIGresearch Profiles Women's Consumption for Sports Media and Shopping: One Size Doesn't Fit All

SIMM 10 Provides Roadmap for Reaching Females Through Sports-Related Activities and Identifies Differences in Shopping Habits by Ethnicity

COLUMBUS, OH--(Marketwire - October 31, 2007) - Choosing between soap operas and the NFL is not something marketers may consider when putting together media allocation plans for reaching females. However, marketers may want to consider the NFL as an option as women are more likely to be regularly or occasionally watching sports than they are soap operas according to BIGresearch's ( Simultaneous Media Survey (SIMM 10, July 07) of 15,439 consumers. But not all women are the same when it comes to playing, watching, reading about or listening to sports.

Which type of T.V. shows do you watch most often?

                All     Women/   Women/ African  Women/   Women/ White/
               Women   Hispanic  American/Black  Asian    Caucasian
                18+       18+          18+        18+         18+
Soap Operas
 Occasionally  41.7%     63.7%        53.8%      40.2%       36.3%
 Occasionally  61.6%     61.8%        66.2%      55.0%       60.7%

"Conventional wisdom says soap operas are better for reaching women but in media consumption, as in fashion, there's no such thing as one size fits all for today's women," said Gary Drenik, President & CEO of BIGresearch. "Their media consumption is as complex as their shopping behaviors and marketers/advertisers who wish to increase their ROI need to understand these differences," said Drenik.

Differences are apparent for Women based on their ethnic group when it comes to stores shopped most often for women's clothing.

Top 5 Stores Women 18+ Shop Most Often for Women's Clothing by Ethnicity

Women/           Women/ African     Women/           Women/
Hispanic         American/Black     Asian            White/Caucasian
Macy's   (11.3%) Wal-Mart   (10.8%) Macy's   (17.6%) Wal-Mart (16.2%)
Wal-Mart  (8.8%) Macy's      (8.8%) Kohl's    (7.3%) Kohl's   (10.0%)
JC Penney (7.6%) JC Penney   (5.8%) Wal-Mart  (6.8%) JC Penney (8.3%)
Kohl's    (4.7%) Lane Bryant (4.5%) JC Penney (4.7%) Macy's    (6.7%)
Ross      (4.7%) Ross        (3.9%) Victoria's       Target    (3.1%)
                                     Secret   (3.7%)

Differences are also evident for women who exercise / play sports while using media as 34.5% of Hispanic women, 31.4% of African American women, 39.9% of Asian women and 27.3% of Caucasian women say they do. In addition, the percentage of women who search online for sports differs by ethnic groups: 49.3% of Hispanic women, 43.5% of African American women, 50.3% of Asian women and 40% of Caucasian women say they search for sports information online.

Aside from TV, there are also differences by ethnicity for women on how they spend their leisure time. For complete tables of the top three ways women spend their leisure time, women's sports media consumption and shopping information, please go to and click on Complimentary Top Line Findings.

About BIGresearch

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch's syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers' ROI. The SIMM monitors more than 15,000 consumers twice each year. BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of more than 7,000 consumers each month.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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