W Net has released a study, entitled ‘HEReport,’ which found that both moms and non-moms are hardwired with the same interests. The difference? The amount of time afforded to moms to pursue them. The report, which will be shared with the net’s advertisers and producers, was created to ‘establish a continual dialogue with Canadian women and gain insights into the demo,’ says director of marketing Shelley Findlay. W Network is currently at the negotiation stage of a brand extension initiative based on feedback from the HEReport panel, however further details were not disclosed.
For the report, W built an online, ‘blind study’ panel of 2,100 Canadian women. This is just one of the ways the channel hopes to develop targeted programming and, where possible, extend a brand. W is, after all, the net that aired Beauty Quest, a documentary inspired by Dove’s Campaign for Real Beauty. (See MIC July 7/05.) The ‘HEReport’ also finds that women are the primary decision makers in the purchasing of family clothing (75.9%,) groceries (75.4%) and, surprisingly, computers (43.4%.)
