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gender and tv advertising

We all know that TV shows exist solely to get people to watch commercials. Manipulating the viewership of those commercials is the driving concern of media planners, who spend their days counting demographic numbers and planning the shows that will capture the most eyeballs of some particularly treasured segment of the population. In this cogent article from the Village Voice, Mark Boal analyzes the TV advertisers' assumptions about gender and the boob tube. Since common wisdom says that women inherently watch more TV than men, each male viewer is more valued, more catered to, than his female counterpart. Boal picks apart this and other myths to discover the ways that "TV ad agencies take female viewers for granted." A thought-provoking read for all of us in the marketing world.

Wed, 24 Nov 1999 04:39:14 -0800