Marketers Refine, Expand Strategies to Reach Women

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

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.

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