It used to be that soaps and daytime television programming were an ideal way for Rainmakers to reach female consumers, but with more women joining the workforce, that traditional approach became less effective. Today, daytime television is under further attack with the advent of social online gaming. That's right, the majority of 15 million Farmville (
Zynga) online gamers in the United States are women 18-50 years old. According to a research firm named
Flurry, the social gaming audience on mobile devices now rival that of individual top-rated TV shows, leading many analysts to believe that these social network games are playing a significant role in the 50 percent drop in advertising media buys around soaps and other daytime programming since 2005.
