Abstract:

Only 23% of women across Latin America actively agree there are enough women on TV they can relate to. That's a shocking statistic and a stark demonstration of the need for research that explores and explains how women really feel about their lives today. From the workplace to the bedroom, we look at what women want and demonstrate the gap between old-fashioned myths versus the new hallmarks of 21st century Latin American women: ambitious and focused on fulfilling a fresh and varied set of needs. Lifestyle TV is one of the few media spaces, which aligns more closely with women's aspirations. Moving forward, our findings reveal how broadcasters and other brands need to work harder to support and reflect the journey women are on in order to forge deeper connection with female consumers.