US Moms are upset. Superbowl superbowl, amidst all the hoopla and hype with super bowl commercial U.S. moms are sad because advertisers do not create ad spots for them. A recent survey by Marketing to Moms Coalition says 80% of all moms feel advertisers have kind of isolated them and not targeting to them enough. And they wish to be on their radar (85% feel) more prominently. I got a quick check on their official site which says mothers in US control 85% of total household spend and 70% feel companies are not doing a great job (how dare they!) by not speaking to them. This is the info I got.
90% of mothers use the same products at home and the office
5 million moms own their own business
40% of boomer moms are involved in purchases for their aging parents
88% of mothers refer to themself as household CFO
For the first time in history, four generations of mothers comprise the Mom Market
Are they in more sup after claiming equal rights in all places. Just kidding but advertisers and marketers whether will oblige or not does not depend on emotional and equal rights reasons. Its big bad marketing world out there. And all is nothing but segments and verticals.
Nielsenmedia’s this report published on January 2006 for Super Bowl XL tells you that automotive, beer, motion pictures, soft drinks and quick service restaurants are the top advertised categories in 2005 Super Bowl. Even if you randomly select the first category from the list, automotive, surely moms do purchase (or influence) automobiles from Cadillac, Ford, Honda, Volvo etc. Do they? Don’t they? I don’t know reader. Don’t have any relevant market research result in here.
Most ironically Marketing to Mom survey also finds out the fact that 53% of moms are not interested in the game, rather they are interested on ads…games for ads, or ads for games…. Quite confusing. Why advertisers don’t target US women moms who supposedly spent more than total of Japan’s economy I don’t know. Should we consider advertisers are cooking a long term agenda against the moms in USA. Haha…they can not simply afford that. Are advertisers not succeeding in creating an enriching loyal relation with them? Are they tuff nut to crack?
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