Even macho men are soft on soaps

World Brief

JOHANNESBURG — South African men like to appear tough, but new research indicates that millions are closet soap fans.

An advertising industry study has revealed that U.S.-produced “The Bold and the Beautiful” draws male auds of up to 30% in South Africa while 42% of the average 2.5 million who daily tune into “Generations,” the country’s most popular TV show and longest-running locally produced soap, are men. The stats may force the ad industry to change its traditional thinking. Soaps have always been seen as strictly female viewing, with ads targeted accordingly, while ads aimed at men run during primetime movies, sports and business shows.

According to Colin Howard, line producer of Afrikaans-lingo soap “Sewende Laan’s” (Seventh Avenue), male soap fans prefer to keep their preferences secret, saying, “The wife puts it on.”

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety