Audience Profile TV Campaign



TV Channels watched by Women ABC1


The TV channels in the image above all provide the advertiser a route to reaching women ABC1.

The channels on the left have relatively small audiences, a low cost per spot and a high percentage of women ABC1 watching their programmes. The channels on the right have relatively large audiences, a high cost per spot and provide higher volumes of women ABC1 per broadcast.

The low cost per spot on some of the smaller channels like; Style, E-Entertainment, Discovery Travel and Living, Home, MTV, and Discovery Home & Health, provides the opportunity to show women ABC1 viewers your advert multiple times for a relatively small budget.

The higher cost per spot on some of the larger channels (Sky1, ITV, Channel 4, Comedy Central, E4, Five, Film 4, DaveMore 4 and ITV2) enables advertisers to reach high numbers of women ABC1 with a single broadcast.

For a detailed overview of these channels, visit the TV Channel section. To create a TV plan targeting women ABC1, click here and complete the television campaign planning form.

Television Viewing for Women ABC1

Although females in the ABC1 bracket do not place as great an emphasis on television viewing as part of their daily routine compared to younger women, the demographic still provides television advertisers with a profitable audience base – with over 30% of the adult population in the United Kingdom consisting of ABC1 women.

ABC1 women are increasingly turning to the Internet for catch-up television, with over 50% having access to a high-speed broadband connection.

Furthermore, time shifted viewing is widespread, with the demographic taking advantage of the flexibility provided by digital television and positioning their consumption around busy daily routines.

The majority of ABC1 women reside in London or the South East, as a result of the greater job opportunities available to them and their partners.

The group generally lives a more settled, family-orientated lifestyle than women in the C2DE socio-economic bracket, with many married with children and in part-time employment.

However, ABC1 women are more likely to be divorced or separated than their male equivalents.

Television Advertising to Women ABC1

Studies suggest that women in the ABC1 demographic do not engage with advertisements as much as younger females, though with the right campaign strategy and products, the group is still likely to exhibit receptivity towards them.

The likes of cosmetics, food, vacations, clothing and healthcare are all areas of interest for ABC1 women, with brands such as Boots, M&S and Holland & Barrett examples of brands that effectively target this particular demographic.

For a detailed overview of the TV channels, watched by each target audience, look under 'Channels' in the navigation on the left. To create a TV plan for your business click here and complete the television campaign planning form.



TV programme content for ABC1 Women   

Due to the hectic nature of their daily routine, ABC1 women are more inclined to consume television during the late evening slots, after their children have gone to bed.

Indeed, weekday viewing is generally very popular, whilst weekends see fewer viewing hours compared to other demographics.

Although terrestrial television ranks highly in the viewing habits of ABC1 women, digital channels are often favoured, with E4, Home and Living gleaning viewing figures that stand toe to toe with the likes of Channel 4 and ITV.

In terms of content preference, documentaries related to style and health enjoy a position of dominance, with programmes such as 10 Years Younger, How to Look Good Naked and Escape to the Country all boasting sizeable audiences within the ABC1 women demographic.

In addition to this, dramas such as Desperate Housewives and Sex and the City are notable features in their viewing habits.