RESEARCH: What's on TV - a look at mum's attitude to online

Provided by Time Inc. UK
IPC explore the relationship mass market mums have with the internet, focusing on the popular website

What was the Challenge / Background of the Campaign?

Mass market mums are embracing the internet! They have very strong relationships with their favourite sites, and this transfers to the advertising and a trust in the brands/products featured. In 2009, IPC Insight conducted a qualitative survey involving in-depth video interviews and accompanied online sessions with 8 mass market mums (all users of This study explores the role the internet plays in mums lives and provides a case study of, examining usage and relationships, online advertising and cross-platform relationships.

What was the Campaign Objective?

To explore the role the internet plays in mums lives and examine usage and relationships with the website.

What was the Solution?

The What's on TV mums online/offline qualitative survey explores the following key areas: i) The role the internet plays in mums lives i.e length of time online and initial drivers ii) Usage of and relationship with i.e length of relationship with the website, frequency of visiting and how mums engage with it; iii) Online advertising - exploring how mums feel about online advertising and finally iv) Cross platform user relationships & ad solutions - mums relationships with and What's on TV magazine

What were the Results?

The survey demonstrated that mums have embraced the internet and found easy to use and more importantly a trustworthy source for online advertising. In reference to online advertising typical responses included - "I trust the website so it goes hand in hand as far as I'm concerned - because I've been going on there for such a long time and I trust the website implicitly, I would trust the advertising on there". Please see attached document for more results and quotations from the survey.

What were the Key Learnings of this Campaign?

. The internet has become an indispensable tool in mums lives - satisfying both functional and emotional needs . has a loyal audience who have a very strong relationship with the website . This strong relationship transfers to the advertising and a trust in the brands/products featured . The website has not replaced What's on TV magazine and many users are also avid readers of the magazine . The magazine and website are seen as complimentary and both have reasons to be loved . Mums are engaging with the advertising in both formats.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details8 mass market mums (all users of
25 - 34
35 - 44
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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