Research

W continues to maintain a leadership position, ranking as the top station for Women 18-49 and Women 25-54 on both weekly reach and AMA.

• Women turn to TV as their primary source of entertainment watching over 28 hours each week.


• Specialty networks continue to satisfy women's need for compelling entertainment with W Network clearly leading the way.


• This continued growth reflects W's commitment to delivering compelling and relevant programming for women.

W Viewer Profile

• Women make up 76% of W's audience
• W’s audience over indexes with women who earn $100K+
• W Network viewers are well educated with most having a college or university degree
• 41% of W Network viewers are business owners, managers and professionals

W Her Report

• A chance to talk to Canadian women on an on-going basis
• The blind panel consists of 2,300 Canadian women (balanced to the population).
• Keeps us in tune with the changing priorities and needs of women as consumers and as TV viewers
• A tool to help our partners gain important insights into their key demo.
• Launched in 2004, we have conducted over 20 studies and have created an extensive reservoir of insights across a wide variety of topics.

Completed Studies

The Word on Women: Are Canadian Women Desperate Housewives?

Study Overview
It is hypothesized the 21st century will belong more to women. Find out more about the contributing factors of this shift in power in addition to women's perspectives on the amount of control they have over their lives and their perceived performances in their multiple roles. The presentation will also examine the well-hyped media story of women opting out of the workplace to determine if this is a true societal shift.

Key Findings

• Women are the CEO of the household; they are in control of their families' lives in addition to their own.
• They're time starve, overworked and are doing it all without a lot of outside help.
• The good news is that even though women are time starved and overworked, they are happy and expect to be even happier ten years from now. They also consider themselves successful, which is primarily based on happiness and family. Families come first and mean everything.
• Women have high expectations of themselves as mothers, but don't feel they are meeting those expectations - they would love to spend more time with their kids.
• Women feel that they are doing a good job for their employers and those that are wage slaves invest even more in their work.
• Women are not investing time in themselves physically, spiritually or emotionally and will always put everyone else's needs before their own.
• They can't afford to opt-out of the rat race, but would like to if money wasn't a concern. Income is crucial to family survival or manner of lifestyle.
• Women's hardwired abilities help them juggle personal and professional lives. Given they have to work, they just figure out ways to get everything done.

Sponsorship Effectiveness: Are Canadian Women Buying It?

Study Overview
Product integration and product placement have become increasingly important elements in marketers' continuing efforts to improve their ability reach consumers. This study aims at quantifying the relative effectiveness of these strategies as well as examining more traditional methods such as 30 second spots and billboards.

Key Findings

• Traditional media elements are effective:
• 30 second spots drive both unaided and aided awareness.
• Unaided awareness ranged from a low of 19% to a high of 39%. The mean was 33%.
• Billboards alone generated relatively low awareness, but when used in concert with :30 sec spots, acted as a significant awareness multiplier.
• Product placement resulted in a huge increase in unaided awareness:
• 38% higher than with traditional commercial placement alone.
• Aided awareness was 76%.
• Product integration set the gold standard in this study. Viewers pay more attention to products that are seamlessly built into shows, which also seems to drive intent to purchase scores:
• Product integration with billboard boosted unaided awareness by 83% over standard commercial placement alone.
• Aided awareness was a staggering 87.
• Sponsorship really works. Integrated approaches to media planning and buying are instrumental in enhancing brand awareness.

New Platforms/Technology: Are Canadian Women Tech Savvy?

Study Overview
VOD, mobile and broadband are the latest buzzwords when it comes to delivering entertainment to consumers. Find out how interested/knowledgeable women are in this new technology and what type of programming they'd be looking for from these new platforms.

Key Findings

• In general, technology has to have a practical function in order for it to resonate with women. There must be a clear end benefit e.g. it saves them time or allows for more time with family or provides more control over their busy lives. Upfront start up issues can act as an initial barrier to adoption, however once set-up, women are self-reliant when it comes to using technology.
• Women act as chief purchasing officer controlling 80% of all household purchases including technology.
• Very few women have used VOD and most don't seem to understand what it's all about. When VOD is used, it is primarily to watch new movies. The majority of women are not willing to pay for VOD and it is not seen as the future of television - most women don't expect the on-demand experience to replace traditional TV viewing.
• When it comes to broadband, the majority of women have never downloaded any video content to their computers, but if they did they would be interested in watching the same TV shows/networks they watch now. Content must be free (but can be ad supported) in order for women to consider downloading it.
• The mobile platform seems to have generated the least amount of interest amongst women. Text Messaging is gaining traction but any other form of entertainment doesn't seem to resonate - yet.

Automotive

Study Overview
What role do women play in the purchase process of what many consider to be a male focused category? Find out as this study delves into women's attitudes and experiences when it comes to car buying. From how they do their research to the dealership experience, Canadian women tell us what they like and don't like about the process.

Key Findings

• Women care very much about their cars and are the primary decision makers about every element of the purchase process
• Yet marketing is still male focused
• There is a real opportunity for automotive advertising geared toward women
• They are moving up-market with each successive purchase
• What matters to women is different than what matters to men
• Previous Her Report studies tell us that women filter messages unless they pass the relevance test
• If you can show why your car offers her something she needs, she will pay attention and act
• There are no concerns regarding the dealership networks
• In fact, women find dealerships to be a helpful and rewarding experience

Upcoming Studies

January - Boomer Women General Survey

Study Overview
This study will examine the perceptions and preferences of this wealthy generational cohort with a focus on the areas of aging, financial management and luxury goods. This study will also look at the area of social responsibility. As the population ages, the expectations for levels of response from government and corporations will be greater. Social responsibility will be a way for companies to differentiate themselves with this target group.

February – Financial Services

Study Overview
Women control 80% of all household expenditures including financial decisions and are considered the “Chief Purchasing Officer” of the home. Find out what role women play in the purchase process as this study delves into women's attitudes and experiences when it comes to financial services. From what financial issues concern most women, what financial products women show the most interest in purchasing and how they prefer to learn about those products.

March - Nesting/Home

Study Overview
Is your home your hobby or is it just a place to sleep? Does this extend to the home products you buy? Learn more about Canadian women's perceptions and attitudes regarding the home as a nesting ground and how they interact with home products.

For more information contact your W Sales Rep.

Specialty Network Rankings
W Network is the Destination for Movies - W25-54
W Network Blockbuster Movie Premieres

TV Landscape
Television Weekly Viewing Hours
Television Share of Hours Tuned

Growth
W Network's W25-54 AMA continues to grow
W Network’s W18-49 AMA continues to grow

W Network Program Rankers
W Top Programs W25-54
W Top Programs W18-34
W Top Programs W18-49

W Top Programs Adults 25-54
W Top Programs Adults 18-49

W Viewer Profile
W Network Viewer Profile

W Fact Sheet
W Fact Sheet - 2007-2008