marketing minute

Marketing Minute: The Pink Jersey of TV

DISCLAIMER: I like sports and would consider myself a fan. I feel like whenever a women claims to like sports, the follow-up question is always, “Can you even name 5 people on that team?” Well I can. But even if I couldn’t, there’s no qualifier to being a sports fan besides liking sports (that came off angry but it’s not meant to…it’s hard to denote tone in internet writing).

true love is being fans of rival teams. #godoyers

true love is being fans of rival teams. #godoyers

But I digress.

I recently read this article from Sarah Kogod over at SB nation about CBS Sports’ recent news that they’re adding a new all-women sports commentary show that sources describe as The View meets Pardon our Interruption meets The Talk. Let that sink in for a second. It won’t take long for all of us to come to the same conclusion: that sounds like the worst idea…ever.

I can only imagine that CBS execs were thinking that this was going to revolutionize the women’s movement. That women sports fans across the nation were going to make a pilgrimage to CBS offices in L.A. in hoards, kick in the doors, run into the conference rooms of the CBS sports execs and carry them on their shoulders carrying signs and wearing shirts claiming them the new faces of women liberation.

inside the nfl

A show my lady brain can’t compute, according to CBS Sports.

Surprisingly, that didn’t happen. But THIS JUST IN, as Sarah’s article explain, there are already women working in sports television programming. I know…it’s crazy.

So for this first Marketing Minute segment, I wonder “aloud” to the internet….why are women still being treated like a marketing ploy? Exhibit B: Bics Pens for Her.

This move from CBS is as Sarah greatly points out the pink jersey of television. A lazy move that higher ups thought would attract women finally deliver sports news in a way that women will understand (about time!).

Maybe one day big (read: huge and powerful) organizations like CBS Sports will see that women shouldn’t be used as a marketing ploy and will probably continue to like sports regardless of the color of the merchandise or an all-female t.v. show. Being a women isn’t a qualifier that should force marketers to water down or pink-ify any content. We can watch CBS’ regular sports programming and wonder, along with all the men watching, how James Brown maintains such a tight line-up and mustache situation.





Marketing Minute is a weekly-ish post on marketing musings, rants, complaints and observations.