Clear Channel launches Yummy Mummy network

by Maisie McCabe, mediaweek.co.uk 06-Mar-09, 11:15

LONDON - Clear Channel has devised a new network for clients and agencies targeting "Yummy Mummies" where they live and shop.

Clear Channel's campaign planning department has identified residential areas the women are likely to live and selected 370 six-sheets within 300 metres of nurseries and primary schools to catch them on the school run.

According to market research company TGI, Yummy Mummies are more likely than other women to visit Sainsbury's, department stores and shopping malls.

Clear Channel has defined the demographic as women from the AB socio-economic group with children under 10 years old.

Pip Hainsworth, marketing director at Clear Channel Outdoor UK, said the women have sufficient income to justify continuing to spend, particularly when it comes to their lifestyles and children, and they will pay more for quality.

The network is one of Clear Channel's audience solutions networks and builds frequency and awareness for brands by focusing on the target market's daily routine.