Audience Profile TV Campaign


 

 

TV channels watched by Housewives with kids

The TV channels in the image above, all provide the advertiser a route to reaching Housewives. The channels on the left have relatively small audiences, a low cost per spot and a high percentage of Housewives watching their programmes. The channels on the right have relatively large audiences, a high cost per spot and provide higher volumes of Housewives per broadcast.

The low cost per spot on some of the smaller channels like NickelodeonCartoon Network and Nick Jr provides the opportunity to show Housewives an advert multiple times for a relatively small budget.

The higher cost per spot on some of the larger channels like ITV, Channel 4, Five, Sky LivingMore4, CITV, E4Sky1 and ITV2, enables advertisers to reach high numbers of Housewives with a single broadcast.

For a detailed overview of these channels, visit the TV Channels section. To create a TV plan targeting Housewives, click here and complete the television campaign planning form.


TV Viewing for Housewives with kids

Though the group does inevitably incorporate portions of the women 16-34 and ABC1 female demographics, there are several characteristics that differentiate housewives with children as a distinct audience group.

Shared viewing is common amongst this demographic, particularly during morning and post-school timeslots, with channels such as Cartoon Network and Nick Junior comprising a regular source of television consumption for housewives.

Other daytime content that is popular amongst the audience base is This Morning and Jeremy Kyle, especially during term time. Where as mothers in other demographics may still go to work, the nature of being a housewife with children dictates that the vast majority of their time will be spent at home. As a result, daytime television viewing forms a large segment of their day, often as an accompaniment with other activities such as household chores.


TV Advertising to Housewives with kids

With over 6 million housewives with children currently residing in the UK, this particular demographic provides television advertisers with a sizeable and highly profitable audience base.

Digital access is also significantly higher amongst housewives with children than other female demographics, with ownership being over 80%. Such a high percentage is due primarily to the need for channel variety that comes with having young kids, though it also signifies the important role television viewing plays in the daily routines of housewives.

Housewives with children are active media consumers, and regularly interact with different formats. Television advertisers recognise the high levels of engagement intrinsic in the viewing habits of this demographic, and thus construct highly targeted and profitable campaigns advertising a range of products, from food and clothing, through to childcare and home appliances. Brands such as Beko, Asda, Huggies, Tesco and Boots all employ a focus on the housewives with children demographic.



Television programme content for Housewives with Kids

Though the likes of the ITV network, E4 and Living represent the bulk of television viewing, especially during primetime slots, audience-specific lifestyle channels such as Home and Discovery Home & Health are popular, along with those catering for children.

Shared viewing is common amongst this demographic, particularly during morning and post-school timeslots, with channels such as Cartoon Network and Nick Junior comprising a regular source of television consumption for housewives.

When housewives do finally receive a bit of alone time, soaps and drama tend to be the first port of call, with content such as Coronation Street and Emmerdale drawing in the biggest audiences.

In addition to this, general entertainment programming such as the X Factor and Big Brother is popular, along with shows such as Come Dine With Me and Cash in the Attic.