[10/26/10 - 09:41 AM]
Oxygen Media's Women in "Transitionhood" - Their Uncommon Brand Power Uncovered
The cable channel details its latest research developments.

[via press release from Oxygen]



Oxygen Media and TRU Unveil New Study Revealing Young Women Gain More Purchasing Power, Social Connectivity and Influence With Each Life Transition

NEW YORK, NY - October 26, 2010 - Oxygen Media today released a study conducted by TRU and the Oxygen Media Insights Group into the minds and habits of young women in "transitionhood." Young women in transition are going through one or more of the following life stages: moving in with a significant other, getting married/engaged, getting pregnant/having a baby, starting a career or purchasing a home. The study, which surveyed more than 2300 women, revealed that the more life transitions women have going on in their lives, the more valuable they are to advertisers, continually growing as brand ambassadors. The results were announced today by Susan Malfa, Senior Vice President, Ad Sales, Bravo Media, Oxygen Media and Women at NBCU and Tony Cardinale, Senior Vice President, Strategic Insights, NBCU Women & Lifestyle Entertainment Networks.

Today, young women seem to want to retain their independence and sense of self, while adding to their lives. They believe they can truly "have it all," but on their own terms and timelines while previous generations saw each milestone as a time to let go of their former lifestyle and recalibrate their attitudes and values. With each life stage -- be it buying a house, getting married or starting a family of their own -- the transitions become additive. Purchasing influence among young women increases to 91% while experiencing several transitions vs. 75% for those not in transitionhood. While going through multiple life changes, 34% say they're more fashion-focused, vs. 17% for those not in this life-stage. And interest in technology is also increased at the height of transitionhood, with 38% of women in this phase saying technology is important to them, versus 22% for those not in transitionhood. The more transitions these women go through, the more connected they are, and the more in-control and excited they feel about their life situation.

"This study helps us to better understand the behaviors and spending habits of young women in 'transitionhood' and how to superserve them as they move through each stage," said Malfa. "Oxygen's audience, who we call Generation O, targets and connects marketers to this highly consumptive young female segment."

"Today's women seem to bring a 'roadtrip' mentality to this lifestage," said Scott Hess, Vice President of Insights for TRU. "They're still aiming at the same basic trajectory of career, relationship, and baby. But the age of 30 is no longer such a hard target for them, and they're not willing to sacrifice fun and even indulgence along the way."

During this study, TRU revealed five major insights into the minds of these young women in transition that truly define them as the ultimate and powerful consumer:

She's uniquely open to brands and (savvy) spending:

· 81% of young women enjoy trying new brands

· 53% of young women have forwarded an online coupon to friends or family

She embraces the "me" in media:

· 90% of young women watch live TV

She naturally connects and shares:

· 90% of young women have social networking profiles

· 80% of young women have recommended a brand to friends or family

· 80% of young women regularly go out to dinner - 20% more than non-transition women

· 17% of young women have blogged or written a review about a brand -55% more than non-transition women

She wants it all, and 30 is her (soft) target:

· 65% of young women say that moving up the ladder in their career is a priority

· 65% of young women say they plan to continue working after they have children, even if they don't need the money

She's empowered by the expected unexpectedness:

· 84% of young women feel very confident in who they are

· 73% of young women say they are excited by everything that is going on in their lives

About TRU

TRU is the global leader in youth research, having surveyed more than two million tweens, teens, and twenty-somethings worldwide. TRU is part of TNS, the world's largest custom-research firm, as well as a subsidiary of Kantar (the insights and consultancy arm of WPP). More information at http://www.tru-insight.com.

About Oxygen Media

Oxygen Media is a multiplatform lifestyle brand that delivers relevant and engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content including "Bad Girls Club," "Dance Your Ass Off" and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging the modern young woman, wherever she is, with popular features online including OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Oxygen is available in 76 million homes and online at www.oxygen.com , or on mobile devices at wap.oxygen.com. Oxygen Media is a service of NBC Universal.

  [october 2010]  

(series past and present)
(series in development)
(tv movies and mini-series)

[10/24/16 - 10:26 AM]
The CW Orders New Seasons of "Whose Line Is It Anyway?," "Penn & Teller: Fool Us," and "Masters of Illusion" for Summer 2017
The new seasons of these series will return as part of The CW's 2017 Summer schedule, with dates and times to be announced later.

[10/24/16 - 08:43 AM]
Sunday's Broadcast Ratings: "Sunday Night Football" Keeps NBC on Top
The Peacock once again leads the evening among total viewers and adults 18-49.

[10/24/16 - 07:03 AM]
Syfy's Award-Winning Reality Competition Series "Face Off" Returns for an All-Star Season on Tuesday, January 24
Hosted by make-up effects royalty McKenzie Westmore, the series returns with elaborate never-before-seen challenges to test their skills as they battle it out for a coveted second chance at victory.

[10/24/16 - 07:00 AM]
Sting to Receive "The American Music Award of Merit" and Perform at the "2016 American Music Awards(R)"
The iconic musician will take to the stage to perform a medley of songs, including the raucous first single, "I Can't Stop Thinking About You" off his new rock/pop album, "57th & 9th," as well as some of his greatest hits.

[10/24/16 - 06:15 AM]
"The Victoria's Secret Fashion Show" Heads to Paris for the First Time, for Broadcast Monday, Dec. 5, on CBS
The world's most celebrated fashion show will be seen in more than 190 countries.

[10/23/16 - 10:03 AM]
Saturday's Broadcast Ratings: ABC, College Football Top Viewers, Demos
The Alphabet wins said evening for the fourth consecutive week.

[10/23/16 - 09:43 AM]
"SNL" Hits Season Highs, Best October Overnights in 8 Years
NBC spins the numbers for Saturday, October 22.

[10/23/16 - 07:06 AM]
Live + 3 Ratings: ABC's "S.H.I.E.L.D." Is the Season's First Broadcast Series to Post Triple-Digit Growth in Adults 18-49
ABC further spins the numbers for Tuesday, October 18.

[10/22/16 - 09:09 AM]
Friday's Broadcast Ratings: CBS Tops Night in Viewers, Demos
The Eye's trio of dramas lead the evening in both categories.

[10/22/16 - 09:05 AM]
"Dateline" Matches Its Season High in 18-49, New Season High in Total Viewers
NBC spins the numbers for Friday, October 21.

[10/22/16 - 08:42 AM]
ABC Earns Most Watched Friday This Season - "Shark Tank" Is the #1 Show in Adults 18-49
ABC spins the numbers for Friday, October 21.

[10/21/16 - 02:02 PM]
NLCS Game 5 Is Second Most-Watched Telecast in FS1 History
FOX Sports spins the numbers for Thursday, October 20.

[10/21/16 - 12:08 PM]
Freeform Brings Fan Favorite "Stitchers" and New Original Sci-Fi Series "Beyond" to Stan Lee's L.A. Comic Con on October 29 and 30
"Stitchers" co-stars Ritesh Rajan, Damon Dayoub and Sarah Davenport are among those scheduled to appear.

[10/21/16 - 10:05 AM]
Freeform's Annual "Countdown to 25 Days of Christmas" Starts on Thanksgiving Day, Thursday, November 24
Said offerings include the premiere "The Odd Life of Timothy Green," "Boxtrolls," and the network premiere of the fourth installment of the hit "Cinderella Story" franchise, "A Cinderella Story: If the Shoe Fits."

[10/21/16 - 10:04 AM]
Freeform's Funday Programming Event Begins November 12 and Continues Through November 13
Highlights include the network premieres of "Planes: Fire & Rescue," "How to Train Your Dragon" and "Shrek Forever After."