South West Sydney
Kyle Sandilands vs Australian women, she who controls the purse strings controls the dial
Most of the consumer decisions in this country as elsewhere are driven by women and attacking woman with venom and spite, no matter how high your ratings are is commercial suicide. Maybe men don’t see things in the same way but an attack on one woman is, as far as most women are concerned, an attack on all women.
It’s a lesson that the NRL was likewise slow to learn and has paid a similarly high price in lost sponsorship dollars.
It hasn’t helped Southern Cross Austereo’s cause that it was slow to reluctant to distance itself from its highest paid star or that Kyle took forever to issue anything that even vaguely read like like an apology.
Let’s remember for a moment what started all the fuss, Kyle attacked a female journalist who had the temerity to criticise his Channel 7 TV show 'Night with the Stars’. His attack on the journalist started like this:
“Some fat slag on the Telegraph website, sorry, the news.com.au, has already branded it a disaster. You can tell by reading the article she just hates us, and has always hated us. She trawled through the twitter comments and pulled out all the bad comments and ran them. What a fat bitter thing you are, you deputy editor of an online thing. You’ve got a nothing job anyway. You’re a piece of s**t”.
He then went on to call the journalist a ‘bulls**t artist and to criticise her hair and rounded out the exchange with Jackie O by saying ‘You haven’t got that much titty to be wearing that low cut a blouse. Watch your mouth, girl, or I will hunt you down.”
So given this tirade it doesn’t take a marketing genius to figure out that advertising on the Kyle & Jackie O Show is going to need some careful thought if you are a brand who relies on the goodwill of women.
A man heads up Southern Cross Austereo, Channel 7 and most of the brands who’ve pulled their advertising 2DayFM but women control the purse strings of both their personal and family budgets and in the age of social network lobbying are increasingly exercising their muscle against personalities or sports stars who fly in the face of their values. Woman have quickly learnt that they will rarely get a satisfactory response from media or sporting organisations, as the DNA of these organisations requires them to close ranks around their talent so they target the real funders of media and sports - consumer brands. The digital age has finally given women an easy and immediate way of reminding consumer brands that they are paying the bills and the monkey should be dancing for them, not a media or sporting star. Media companies should expect this trend to increase and will no doubt start taking seriously the appeal of their talent to mainstream women.
To date the list of advertisers who’ve pulled their advertising includes; Telstra, American Express, Holden, Fitness First,Jenny Craig GIO, Bulla, Federal Government, Coles, Bunnings, Vodafone, McDonald's, Ford, CUA, Bunnings Warehouse, Libra, Nissan, The Good Guys, Lexus, Volkswagon, and Blackmores.
Those who are either continuing to advertise or have yet to confirm their position include Harvey Norman, Dick Smith, Westfield, Foxtel, Samsung, Toys R Us, Commonwealth Bank, Big W, Pepsi, Goldmark, iSelect, ING, TPG, Olympus and Holiday Inn.
The campaign against Kyle Sandilands is a grassroots one, helped along by Facebook, Twitter and the petition site Change.org, where the petition for Southern Cross Austereo to ‘dump’ Kyle Sandilands has gathered almost 35,000 signatures http://www.change.org/petitions/2day-and...
But unfortunately for Southern Cross Austereo the pain is unlikely to be temporary, woman have long memories, especially for people who call them ‘fat slags’.
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