Post on 17-Jan-2015
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MARCH 16, 2010
ADVOCACY FOR MAN’S BEST FRIEND:A DISCUSSION WITH MTV2
WHAT DOES IT TAKE TO BE ABEST FRIEND?
‘MAN’S BEST FRIEND’ IS POPULARCULTURE.
BEST (ADJ):MOST ADVANTAGEOUS. A ‘LEG UP.’
EXTENDING HIS POSSIBILITIES TO…
…BUT OUR RESEARCH INDICATESA HIDDEN CONSUMER INSIGHT.
M25-34 ARE HINDERING THEIR
PERSONAL GROWTH BY NOT
TRUSTING THE VIRTUE OF
MANHOOD.
PROXIMITY TO HIM IS BASED ONFAMILIARITY AND REWARD.
Family
HOW WERE YOU ACQUAINTED INTHE PAST TO EVOLVE FORWARD?
M25-34 ASPIRE TO AUTHENTICITY.
HIGHER LOYALTY,INCREASED RETENTION,BUSINESS RETURN
EXPERIENCE
TR
US
T
ST
AT
US
DOES HE SEE A REFLECTION OFHIMSELF IN MTV2?
4 OF 5 MEN AGES 25-34BELIEVE EXPERIENCE IS
THE BEST QUALITY WHENSEEKING ADVICE.
‘FRIEND’ IS PREFERED 63%BY MEN AGES 25-34 WHENDISCUSSING THEIR LIFE.
M12-34 VORTEX.
><><LIFESTAGE LIFESTYLE
REALITY
ASPIRATION
WHERE DOES HE PLACE MTV2 INHIS LIFE?
ACQUAINTANCE
BEST FRIEND
HE’S CAUTIOUSLY OPTIMISTIC,YET IS IN NEED OF AN ADVOCATE.
THE M25-34 SELF-FULFILLMENTRESOURCE.
MADEPOSSIBLE IS THEUNEQUIVOCAL ADVOCATE OFM25-34.
DIGITAL
EXPERIENTIAL
CAREER
MONEY
LIFESTYLE
MIND & BODY
COMMUNITY
SURROUNDING M25-34LIFESTYLE AS HE MATURES.
Total Percent of Edit by Category
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Details Esquire GQ Maxim MADEpossible
Careers/Personal Finance/Children Sports/Fashion/Celebrity
DETAILS ESQUIRE GQ MAXIM MADEPOSSIBLE
MADEPOSSIBLE ADDRESSESM25-34’s CONTENT LAG.
WE FACE A SIMILAR BUSINESSSITUATION AS MTV2.
BECOMING ‘MAN’S BEST FRIENDREQUIRES ENTERTAINING HISFANTASY, WHILE STIMULATINGHIS POTENTIAL.