user's guide to men

A USER’S GUIDE TO MEN

OVER NEXT 30MIN WE WILL …

Bust the myths about men & TV

Discover who is this MAN?!

Establish what effects a modern man’s life and decisions

Extract male viewers segments

Men don’t watch TV much

TV isn’t important to most men as a media

Men rarely watch TV with women, kids, parents, etc.

Men are all about rational and reasonable

1

2

3

4

Men don’t watch TV much (Across Europe 44% TV viewers are male)

1

TV is by far the dominant media for men in Europe

Digital TV is great for men – more channels, more choice

Male viewers are sophisticated – they watch much more than news & sport including music, films, kids & entertainment

TV advertisers are increasingly clever about targeting men

TV isn’t important to most men 2

TV dominates the media day of men

Source IPA Touchpoints (Europe average)

Men solely decide what they watch – and watch TV on their own 3

Men often watch TV with their partners & families

60% of time-shifted viewing is shared

10% higher than for women

Vast majority of shared TV with women

Men are all about rational 4

Viewing TV (together) heightens emotions

Our feelings mirror TV programmes and ad content

TV programmes prompt self-reflection e.g. dinner/ decorating/holidays etc.

Memories more vivid when sharing TV programmes

http://www.youtube.com/results?search_query=axe+clean+your+balls

&aq=0&oq=axe+clean

I TV

THE MODERN COMPLICATED MAN

TOUGHA GOOD FRIEND A LEADER

STRONG BUT

TENDER

KNOWLEDGEABLE

BRAVE

TECHNO SAVVY

HUMOUR

WISDOM

POWER

ALFA MALE STEREOTYPE:

MEET THE EXPECTATIONS

GET A BIG HOUSE AND A FANCY CAR

GET A COOL JOB

BE COOL – BE CARING

http://www.youtube.com/watch?v=2RyPamyWotM

http://www.youtube.com/watch?v=AbGLidX5LTc

YOUNG MEN’S LIVES ARE MORE COMPLEX THAN EVER BEFORE. ACROSS EUROPE, THEY ARE NAVIGATING THEIR WAY THROUGH A NEW LANDSCAPE OF ISSUES AND CONCERNS.

ECONOMIC CHANGES MAKE IT HARDER TO GET AND KEEP JOBS. SOCIAL CHANGES MEAN THEY ARE EXPECTED TO BE BOTH PROVIDER AND CARER FOR THEIR FAMILIES. CULTURAL CHANGES MEAN THAT THEY FEEL THEY HAVE TO STRIVE HARDER TO MATCH THE SUCCESSFUL LIFESTYLES THEY SEE IN THE MEDIA.

JOB IS EVERYTHING

MEN HAVE THEIR OWN PASSIONS- NO WOMEN ALLOWED!

MEN’S HUMOUR – WOMEN DO NOT UNDERSTAND

http://www.youtube.com/watch?v=rbNc7GzRSqM

FATHERHOOD – BUT BETTER!

WOMANIZER

http://www.youtube.com/watch?v=6iTKJdz3Jt4

PRESSUREDPROVIDER

MODERN & IN CONTROL

ALL ABOUTME

NON COMMITTAL South Africa

22%

36%

26%

16%

PressuredProviders

Modern &In Control

All About Me

Non-Committal

Roadmap, Younger for Longer, Man in Mirror,

Travel, Politics, Fatherhood,

Balancing Act

Balancing Act, Man in Mirror, Health, Work, Male

Me-Time, Expert, Home, Fatherhood, Politics, Travel,

Money, Relationships

Info Hunter-Gatherer, Fatherhood, Travel, Keep

It Real, Money, Expert, Politics, Relationships, Work, Balancing Act

Roadmap, Younger for Longer, Work, Friends, Expert, Male Me-

Time, Travel, Home, Politics, Balancing Act, Health, Money,

Fatherhood, Relationships, Health, Digital, Keep It Real

Activeachiever

1%

Best ofall worlds

31%

Laid back & loving it

4%

Politics, Travel, Male Me-Time, Keep It

Real, Money, Fatherhood, Info Hunter-Gatherer,

Health

Fatherhood, Info Hunter-Gatherer, Travel, Keep It Real, Money,

Relationships, Male Me-Time,

Balancing Act, Expert, Politics, Friends, Work,

Home

Info Hunter-Gatherer,

Balancing Act, Travel, Health

Stabilityseeker

5%

Hardworking

hobbyist5%

StatusDriven16%

Work, Balancing Act, Friends,

Expert, Male Me-Time, Home,

Fatherhood, Politics

Roadmap, Younger for Longer, Keep It Real, Money, Work,

Politics, Travel, Expert

Roadmap, Younger for Longer, Work, Friends, Man in

Mirror, Health, Male Me-Time, Travel, Expert, Money,

Fatherhood, Politics, Home

Segments

Caring &devoted

6%

Breadwinner

7%

King ofthe castle

9%

Balancing Act, Man in Mirror,

Politics, Expert, Home, Travel, Work, Health, Fatherhood, Relationships

Travel, Work, Man in Mirror,

Balancing Act, Money, Politics, Male Me-Time

Balancing Act, Health, Work, Fatherhood,

Travel, Politics, Man in Mirror, Male Me-Time, Expert, Home

Key mindsets

associated with each segment

Mapping and Targeting (RUSSIA example)

TV IS A REWARD

TODAY’S MAN IS HAVING HARD TIMES WITH PLAYING ALL SORTS OF ROLES – AND THEY WANT A

REWARD FOR IT!

TV AS A TOY, A MEAN TO ESCAPE THE ROUTINE

AND REALITY, A BETTER WORLD THAT YOU CAN IMMERSE IN AND LEARN FROM.

MEME (VIRAL) - “AN IDEA, BEHAVIOR, STYLE OR USAGE THAT SPREADS FROM PERSON TO PERSON WITHIN A CULTURE.”

“IT IS A GREAT MISTAKE OF MANY MARKETERS TO SEE A DIFFERENCE BETWEEN THEIR MARKETING AND ADVERTISING AND THE MEME(S) THEY ARE TRYING TO CREATE OR VIRAL CAMPAIGNS.

THEIR ADVERTISING NEEDS TO BECOME A MEME IN WHATEVER MEDIA IT APPEARS...”

“MEDIA COMPANIES - DESPITE BEING IN THE MOST COMPETITIVE MARKET PLACE AND DESPITE ALL THEIR KNOWLEDGE - RARELY FIND WAYS TO DISRUPT WITH THEIR ADVERTISING. ONE FINDS IT HARD TO CHOOSE BETWEEN ANY OF THEIR ‘PRODUCTS’ OR BE GIVEN A NEW REASON TO WATCH ”

WITH DISRUPTION WE NEED TO BECOME CREATIVE BEFORE THE CREATIVE WORK STARTS....GREAT CAMPAIGNS ARE ALWAYS RUPTURES WITH THE PREVAILING ADVERTISING LANGUAGE - IN STYLE AND CONTENT...

DISRUPTION IS ABOUT FINDING THE STRATEGIC IDEA THAT BREAKS AND OVERTURNS A CONVENTION...”

CELEBRATINGMENSCAPISM

http://www.youtube.com/watch?v=Tfv6djceGnY

Men do watch the right TV

Right TV recognises what matters to men the most

You want a man? Stand out!

Reinvent the bicycle