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John Shea and Curve Films Featured in Cynopsis

March 11, 2013 – John Shea is EVP and CMO of NBCUniversal Integrated Media and the Executive Producer of Indie Women, a 10-minute online documentary that defines and analyzes a new consumer segment that Shea says is 31 million strong. This is the second documentary NBCU Integrated Media has produced through its in-house production arm, Curve Films, with the goal of visualizing some of the data uncovered in The Curve Report, NBCU Integrated Media’s bi-yearly book on upcoming consumer and cultural trends.

Describe the characteristics of Indie Women; what makes them unique?

They are over 27, unmarried, without kids, and not living with a partner. This is a powerful consumer segment with disposable income and free time. They spend $1 trillion annually, including $22 billion on vehicles, $20 billion on entertainment, and $50 billion on food. Indie Women are highly influential among their peers—they are 11% more likely than the average woman to follow their favorite brands on social media, and 10% more likely to be the first among their friends to shop at a new store. I’ve been in marketing for more than 20 years and thought I knew every demographic or life stage out there, so to uncover this untapped, powerful group was such a fresh twist.

This is your second documentary tied to The Curve Report. Why present the findings in this way?

The response to the first Curve Report and Curve Film (Y Now) confirmed that our proprietary data, presented in the form of a film, can be a great marketing tool. We ended up emailing the film to over 5,000 people in the ad/marketing community, which yielded such a robust response that—by request—we took our road show to more than 20 agencies. This new film shows a profile of this audience intercut with experts discussing how powerful they are as a demographic. We were able to get valuable insights from marketers like OMD’s Claudia Cahill, JWT’s Toby Barlow, and former BBH US chief Cindy Gallop; as well as analysis from academics like NYU sociologist Eric Klinenberg.

You say that NBCUniversal has the capacity to reach 93% of Indie Women through custom, targeted marketing opportunities that span the companys linear and digital platforms. Whats an example?


“NightlyCandy.” Its based on several insights: Indie Women over-index on television viewing by 12%; they over-index on reality, news, and late night shows—in fact, they view 15% to 64% more late night programming on NBCUniversal than average women; and Indie Women are avid multiscreen multi-taskers.

Armed with this intel, we created “NightlyCandy,” which features a short form series anchored in DailyCandy, with on-air content extensions across the NBCUniversal late night slate. It also integrates innovative second-screen experiences via Zeebox. The customizable, sponsorable “NightlyCandy” multi-platform opportunity would be hosted by DailyCandy’s Chief Correspondent, SuChin Pak, who would curate items inspired by NBCUniversal’s late night shows.

Whats next for Curve Films?


We always want to keep us and our clients ahead of the next new thing, and connect the insights and implications to actionable marketing opportunities for our ad partners.

To read full article on Cynopsis, click here.

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