Hit Network studies female consumers

Commonalities and Complexities: A Study of Her is new research project by the Hit Network, which has had a direct impact on the way the network approaches the female target.

At the launch of key results Wednesday Gemma Fordham, Head of Content Hit Network said: “While the Hit Network has always been skewed to a female audience, the content wasn’t necessarily targeted that way. 

“More recently we have overhauled our content strategy and programming to really connect with women and ensure that we are targeting 70% of the female demographic. This is done across the board from music choices to guest interviews to the topics discussed on our breakfast shows and of course our content offering outside of radio.”

                             Amanda Stevens (Centre) Ralph Van Dijk (Right), Founder & Creative Director Eardrum Gemma Fordham (Left)

Speaker, author and marketer, Amanda Stevens who lead the project added: “This study provides powerful insights and inspiration on how to market to women in a post-digital world; it’s merely one part of an evolutionary process. The study is designed to be a conversation starter and will hopefully raise as many questions as it answers.”

Amanda Stevens added: “You can continue the conversation, both with clients and the team at SCA. I believe collaboration will be the key differentiator in brands that win the battle for relevance with today’s female consumer.”

Source: Radio Today