How To Target Religious Conservatives

摘要

Oxygen has worked hard to position itself with edgy programming about sex, women's rights and lifestyle issues. If the network had a political voice, it's probably left-of-cen-ter. So it's a surprise to the network—and its advertisers—to discover that it has a loyal audience base in religious conservatives: the same group political analysts say re-elected George W. Bush, wants women to adhere to traditional values and prefers discussions of sex be kept in the bedroom. "[These findings] do fly in the face of what the conventional perception is," says Debbie Beece, president of programming at Oxygen. Simmons, a leading New York-based market researcher, a division of data giant Experian, conducted an analysis of the media habits of religious conservatives. This group isn't cookie-cutter media consumers who listen to right-wing talk radio and watch Fox News Channel. They are a complex consumer base, as likely to watch steamy sex shows on Oxygen as wholesome, family-values fare on Pax or the Hallmark Channel. (Simmons estimates they are 21% of the U.S. population.)