There used to be a time when a business trying to reach a female demographic would be wise to schedule advertisements during soap operas. Times have definitely changed. According to online research firm BIGresearch, women are likely to be watching:
Hispanics
* Soap operas 63.7%
* Sports 61.8%
African/Americans
* Soap operas 53.8%
* Sports 66.2%
Asians
* Soap operas 40.2%
* Sports 55%
Caucasians
* Soap operas 36.3%
* Sports 60.7%
This is not just for television. Even online searches for sports vary by ethnic group. About 42% of women engage in this activity, but rates are much higher for Asians (50.3%) and Hispanics (49.3%).
This goes to show that a business really needs to do their research before assuming what worked in the past is still relevant today. Times have definitely changed, and any business that refuses to keep up will certainly be left behind.
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