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Building Trust with Your Target Audience: The Role of Brand Safety in Female-Centric Advertising

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Advertising to women is a unique challenge, but building trust with this target audience can be crucial for success. The growing use of programmatic advertising increases a brand’s risk of where its message will run. However, brand safety is essential for marketers to consider when it comes to women-centric advertising and building trust with this target audience. Read on for brand safety solutions to help you connect with women consumers. 

Why are women such a key buying demographic for so many leading brands, advertisers and marketers?

Women have more purchasing power than ever before, driving 70-80% of all consumer purchasing and controlling $20 trillion in consumer spending each year. What’s more, women are more likely than men to take action on an ad they’ve seen, according to a study from advertising platform Unruly. One study found that women-targeted ads were 1.3 times more effective at driving purchase intent than male-targeted ones.

Women consumers are more receptive to brand-safe ads

Women are more likely to purchase products from brand-safe ads. According to a survey by Advertising Research Foundation (ARF), 89% of women prefer ads that do not contain offensive language, sex or violence compared with 78% of men who feel the same way. And even when a company’s ads do not contain offensive content, with programmatic advertising, their ads may be served alongside unsuitable content. This reliance on programmatic advertising could lead to a negative association for those brands.

Maintaining a brand’s positive reputation is important when it comes to brand loyalty, especially with this demographic. When asked which factors are most important when purchasing a product or service, women are more likely to consider the ethical nature of the company. A Nielsen survey found that women are 10% more likely than men to buy a brand because they like its values and corporate social responsibility initiatives, emphasizing the need to prioritize brand safety in advertising.

A Brand-Safe Solution to Programmatic Advertising

Advertising on daytime television is a popular way to reach this target audience, with 92% of women ages 25-54 watching daytime television[1] — but it’s important to make sure that you choose the right channel. Children’s programming, which is often co-viewed with parent & child, provides an extremely brand-safe alternative to other daytime programs. In fact, 15% of all daytime GRPs among Women 25-54 is delivered in children’s programming.[2]

PBS KIDS tops the majority of children’s cable daytime viewing for Women 25-54 AND offers a brand-safe, family-friendly viewing experience that women have grown up with and trust.[3] This trust in PBS KIDS leads to higher purchase preference from viewers. In fact, 66% of parents say “I am more likely to buy an educational product if I hear about it from a sponsor on PBS KIDS” versus if they saw an ad on a kids’ commercial cable and broadcast network.[4] Spots that air on PBS KIDS are targeted to adult decision-makers — not kids. This approach lets sponsors effectively reach parents while maintaining a safe viewing environment for kids.

By prioritizing brand safety, companies can align their brand with respectful content that earns the trust of consumers, leading to higher brand loyalty and sales. 

Contact us to learn how a PBS KIDS National Corporate Sponsorship Package can keep your brand safe. 


1: Nielsen NTI Live+7, M–F 6a–7p, 10/21–9/22, 1 min qualifier
2: NTI Live+7 Nielsen National NPOWER, Oct 2019 – Sept 2020, Mon-Fri 6am-7pm telecast-weighted
3: Nielsen NTI Live+7, Women 25–54 average program rating M–F 6am–5pm, 10/21–9/22 
4: KANTAR Media/SGPTV Viewer Attitudes & Behaviors Study, April 27–May 16, 2020

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