On January 20, 2021, Kamala Harris was sworn in as the first woman vice president, showing girls across the nation that they too could aspire to hold one of the top offices. As we enter this era of female empowerment, Quantcast looked at content consumption data on women during inauguration week to discover unique audience trends.
Purple Power
Often women’s power is minimized by the “what did they wear?” moment, but in the case of the inauguration, we saw this become a strength rather than a weakness. Kamala Harris, Michelle Obama, and Hillary Clinton wore various shades of purple to the inauguration, turning a seemingly random word and color into a significant female power fashion moment.
Quantcast compared the week prior to the inauguration with the week of and saw a huge perception shift. Pre-inauguration, “purple” skewed towards students and young parents. After the inauguration, the color matured, flipping towards age 35+ and indexing higher with each increasing age group.
Unique associated keywords during inauguration week included “badge of honor”, “symbol”, and “optimism”, showing that purple is the new power color.
* Quantcast Audience Planner Insights, audience browsing content related to “purple”. Comparing Pre-inauguration January 13-19, 2021 to Inauguration Week January 20-26, 2021
Sonnets for Super Bowl
The breakout star of the inauguration was 22 year old Amanda Gorman, the US’s first National Youth Poet Laureate. She wowed the nation with her poem ‘The Hill We Climb’. The recent announcement that she will make her next debut at the Super Bowl has surprised many who don’t associate poetry with the football crowd, but we were curious to know if her appeal is broader than you would expect.
Diving into Quantcast data, we found that maybe her inclusion is a better fit than you would imagine. Looking at audiences browsing content related to “Amanda Gorman” and comparing it to top third-party offline purchase and media behaviors, we see that these audiences have a 112 index for watching the NFL Network and 135 index for making professional sports credit card purchases (with a 20%+ composition for each of these segments). Gorman’s ability to bring poetry to the masses showcases the unique power of strong, smart women and their witty words.
* Quantcast Audience Planner Insights, audience browsing content related to “Amanda Gorman”, offline data based on Audience Grid, January 20-26, 2021
Women Leaned In
During inauguration week, women were actively engaged, registering a 106 index for “inauguration” related digital content. Men disengaged, with only a 94 index, pushing this composition to 55% female. Intriguingly, we saw the opposite trend in the weeklong lead-up to the inauguration, with males over-indexing.
* Quantcast Audience Planner Insights, audience browsing content related to “Inauguration”, Comparing demographic index and composition in Lead-up to Inauguration (January 10-16, 2021) to Inauguration Week (January 17-23, 2021)
Whether or not the future is truly female, the audience trends in Quantcast’s data suggest that women are a bigger part of the political conversation.
Want more?
For more inaugural insights on Bernie memes, musical guests and device use, download our full Inauguration Insights.
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