Audience Profile TV Campaign



TV Channels watched by Women 16-34


The TV channels in the image above, all provide the advertiser a route to reaching women 35 to 54.


The channels on the left have relatively small audiences, a low cost per spot and a high percentage of women 35 to 54 watching their programmes.


The channels on the right have relatively large audiences, a high cost per spot and provide higher volumes of women 35 to 54 per broadcast.


The low cost per spot on some of the smaller channels like; Style, MTV Classic, AlibiSky Living, Horse & Country, Home and Bio, provides the opportunity to show women 35 to 54 viewers an advert multiple times for a relatively small budget.


The higher cost per spot on some of the larger channels like; Sky1, ITVChannel 4E4, More 4, FiveDave and ITV2, Film4 and ITV3, enables advertisers to reach high numbers of women 35 to 54 with a single broadcast.


For a detailed overview of any of these channels, visit the TV Channels section. To create a TV plan for your business, targeting women 35 to 54, click here and complete the television campaign planning form.


Television Viewing to women 35 to 54


The women aged between 35 and 54 demographic comprises approximately 19% of the UK population, marking it out as a considerable audience base for television advertisers looking to develop targeted advertising campaigns.

The lifestyle factors implicit within this group vary greatly. Whilst some women aged 35-54 are housewives, others are more career-orientated. Some may even be single or divorced, a feature that is more common to the female demographic than their male counterparts.

Evidence does suggest that socio-economic status influences such characteristics, with C2DE and ABC1 females both bracketed within the 35-54 group.

Yet, despite the diversity intrinsic within this demographic, one thing all women aged 35-54 have in common is their love for the television, which for many represents a solace from the hectic daily routine.

Women aged between 35 and 54 are, surprisingly, less receptive to television advertising then men within the same age bracket. Often, with bustling families to look after, their own wants and needs are put on the backburner, though products of particular personal value can pique interest if advertised effectively.

Typically, brands related to food, clothing, childcare, cosmetics and home appliances garner the most attention, with Tesco, Waitrose, M&S, Boots and Beko all seasoned campaigners in the women 35-54 arena.


TV programme content for Women 35-54

An estimated 77% of females in this group have access to digital television, though Freeview is generally more widely used than Sky.
The primetime evening slots are particularly popular amongst all women, whilst morning and daytime viewing is prevalent through those that spend a lot of the day at home.

Generally, soaps and dramas glean the highest audience figures, with the likes of Coronation Street and Emmerdale key areas of interest.

In addition programmes such as Casualty, Desperate Housewives and Downton Abbey attract many female viewers, with channels such as ITV, E4 and Living preferred sources of content.

Housewives and mothers also place an emphasis on specialised digital lifestyle channels, like Home and Discovery Home & Health.