Marketers Refine, Expand Strategies to Reach Women

Traditional TV is still king, but accent is on more digital dollars

By John Consoli -- Broadcasting & Cable, 9/10/2012 12:01:00 AM

It's a safe assumption that marketers are reaching women viewers through broadcast and cable TV much differently than they did five years ago; what’s fascinating is how much different the methods are even from last season. With a majority of the broadcast primetime audience being made up of women, marketers and their media planning and buying agencies are now using more sophisticated techniques that go beyond simply age demographics when putting together media plans to target women, with an emphasis on digital.

Click here to read the full story.