Month: March 2022

When you do a search for top influencers, chances are the usual suspects will come up first: people in movies and music. This month, many brands are celebrating women, with many embracing the #breakingthebias theme of International Women’s Day. With the ongoing fight for women’s rights globally, brands can amplify the effectiveness of their efforts by working with the top women influencers in the world of sports and gaming, two traditionally male-dominated areas.

In sports, gender equity has some way to go, but fans are helping drive change. According to our 2021 Trust in Advertising study, over half of global audiences trust influencer marketing, but 66% trust brand sponsorships in the sporting events that they watch. In fact, 61% of fans in the U.S. specifically name gender equality as the cause they are most passionate about. For brands that want to show that they are being inclusive, aligning their events and influencer marketing is a great way to engage sports fans.

Last year, female athletes made headlines for championing change during the Olympics when they took a knee in support of racial equity, and again this year when the U.S. Women’s National Soccer Team successfully won their fight for fair pay. Their performance, fanbase and advocacy make these athletes a great choice for brands that want to show their commitment to being more inclusive. For example, as brands look to connect with youth, it’s important that they understand that mental health is one of the most difficult issues that the youth are facing today. One way to create a more authentic connection is to work with a top athlete influencer like Simone Biles, who has been vocal about her own mental health journey. 

In addition, female athletes have global appeal. Naomi Osaka is one of the top 10 female athlete influencers. She was the first Asian athlete to reach the No. 1 ranking in singles for tennis and the highest-earning female athlete in the World. While she plays for Japan, over 40% of Osaka’s fanbase is in the U.S. 

With the rise in popularity of gaming and esports in recent years, professional players are increasingly building loyal fanbases and have expanded their influence in popular media, business and advocacy. That influence is so great, that the top 10 most influential women gamers have an engagement rate¹ of 11.7%, according to Nielsen InfluenceScope, almost three times more than other influencers with similar follower numbers. 

That level of engagement is a big accomplishment, in the light of the discrimination women face in the online gaming world. In a recent female gamer survey, both men and women indicated experiencing abuse, but female gamers are more likely to experience sexual harassment and being excluded from the game. Even Pokimane, who is the top most influential² female gamer, according to Nielsen InfluenceScope, recently chose to end her stream abruptly after another streamer started a hate raid against her. 

With a tremendous opportunity to join the fight against the discrimination against women in gaming, brands can look to working with the most influential female gamers who are speaking up against the sexism and holding their own in the gaming community. Valkyrae, who is the second-most influential female gamer, according to Nielsen InfluenceScope, has an even higher engagement rate of 16%. She has been particularly outspoken about encouraging young women to continue to play for the love of the game. As co-owner of esports teams and business 100 Thieves, recently valued at $460 million, she has also led by example and inspired her followers. In 2021, women accounted for nearly 46% of all gamers in the U.S. In Asia, women now make up 40%-45% of the Asian gaming population. Working with female influencers is a winning move for brands looking to create an authentic connection with their consumers.

¹Engagement rate reflects the amount of interactions an influencer’s social media content earns divided by the influencer’s number of followers. 
²Nielsen applied its InfluenceScope 4R (reach, relevance, resonance, rising) methodology to more than 100 million social media profiles worldwide to identify the top women influencers in acting, athletics and gaming.

The character of Carrie Bradshaw made her debut on HBO as the lead of Sex and the City (SATC) in 1998 at the age of 33. For six seasons, SATC became a kind of secret roadmap for those looking for love, those starting out or starting over, the cool kids wanting the latest look and anyone who just wanted a fabulous life in what many believe is the greatest city in the world.

Showrunner and creator Michael Patrick King and lead actress Sarah Jessica Parker started their little endeavor, based on the novel by Candace Bushnell, on a shoestring, scouring thrift stores and friends’ closets for the iconic looks that defined the image of the Parker’s character, a sex columnist who spent a disproportionate amount of her paychecks on shoes—shopping is Bradshaw’s sport, and she’s a champion.

The action of the show, when it wasn’t living up to its title, took place in restaurants, in boutiques, looking for real estate, and occasionally in travel away from NYC—the swipe of credit cards could have been the soundtrack. Carrie and her friends, and so it goes—their audience—were smack in the middle of the key 25-54 buying demographic—that’s golden for advertisers.

Being on HBO meant that the show was free to explore creatively what it wanted without having to consider advertisers. But when the show became a hit, syndication followed. Thereafter, SATC found a huge broadcast television audience, and designers and brands piled on. Thrifting became a fictional endeavor, not a production necessity.

Nearly 18 years after Carrie and friends closed out their final season, HBO rebooted SATCthis past December with And Just Like That—where the characters picked up their storylines in real time. Everyone has aged (magnificently) and matured into the next chapter of their lives. Our dear iconic Carrie, who graduated at the end of SATC from her one-bedroom/one-bath walk-up, where the stove doubled as extra sweater storage, to her penthouse with a closet the size of many Manhattan living rooms, has now, at the age of 55, also graduated out of the key demo of 25-54. Does that mean that advertisers should give the cold shoulder to the darling of designers?

In the 10 years between 2011 and 2021, the 55+ segment of the population grew 14.74%, while two cuts of the key demo shrank: persons 35-49 decreased by 4% and persons 50-54 decreased by 9%¹. Expanding that key demo to persons 25-64 would incorporate Carrie, half of the Baby Boomer segment, and all of Gen X².

Carrie’s credit card still sings, and loudly, as demonstrated in the current 10 episodes of shopping, restaurants and real estate. Likewise, the buying power of the 55-64 segment is strong; this group outspends younger demos on new vehicles³ and in many other key categories, because, to riff off of Carrie herself, “Enjoy yourself! That’s what your 20s are for. Your 30s are to learn the lessons. Your 40s are to pay for the drinks.” I say, your 50s and 60s are to buy what you want.

The 55-64 age segment, in fact, spends more on several key home improvement categories, including pools, bathrooms, kitchens, siding and the not-so-sexy but let’s-face-it-gotta-have-it HVAC categories. Looking at net worth, the trend is clear: 55-64 is the age break with the money to spend. In a 2021 survey⁴, household net worth broken out by age rose from $380,000 for persons 25-34 to $450,000 for persons 35-54 to $504,000 for persons 55-64.

If the past informs the present, And Just Like That could have a second and extended life in the syndication world that could mean an even larger broadcast audience. While broadcasters have already made the case for adoption of the extended demo, our data shows that if you don’t include the 55-64-year-old set as a buying target, you may miss a big opportunity. No doubt advertisers are already paying attention to the aging population trend which necessitates keeping up with consumers, consumer spending habits and audiences. And just as the creative world adapts and expands to an aging audience, so should the key demo.

This article originally appeared on Broadcasting + Cable.

Sources

1. Nielsen NPOWER, UE and Sample Information, Past 11 February Measurements
2. Nielsen NPOWER, % of P2+, Total U.S., July 15, 2021
3. Nielsen Scarborough USA+ 2020 Release 2; *Scarborough measures adults 18+
4. Nielsen Scarborough USA+ 2021 Release 1; *Scarborough measures adults 18+