Survey Reveals "Guilty Pleasure" Secrets of Canadian Women



    41 per cent of women prefer "guilty pleasure" TV to going out, having
    sex, playing with their kids or a romantic dinner

    TORONTO, March 2 /CNW/ - Almost all Canadian women (92 per cent) admit
they have at least one vice. Women with vices almost unanimously (92 per cent)
indulge in their vice at least once a week, and if money was not an option
60 per cent say they would splurge on a personal trainer, designer fashions
(46 per cent), their hair (39 per cent) or expensive cars (31 per cent).
    But since most Canadian women spend frugally on their foibles, their
real-life guilty pleasures primarily revolve around watching other people's
vices.
    That is according to a new survey of 1,046 Canadian women conducted by
The Strategic Counsel for Slice(TM), Alliance Atlantis Communications Inc.'s
new lifestyle channel, which reveals women's top vices as "guilty pleasure"
TV(49 per cent), shopping (39 per cent), celebrity magazines and websites
(22 per cent), and adult entertainment (13 per cent).
    Although 25 per cent of women said they do not like to divulge they watch
"guilty pleasure" TV, over 85 per cent of women reported they watch it at
least once a week. In fact, 29 per cent of women admitted they would rather
curl up in front of the television than go out, and 12 per cent would rather
indulge in "guilty pleasure" TV than have sex with their partner.
    "In developing Slice(TM) we spoke to women about what they want from a TV
channel and heard loud and clear that they are craving irreverent programming
that allows them to escape after a day filled with everyone else's needs,"
says Gail Rivett, Senior Vice President, Marketing and Publicity, Alliance
Atlantis Communications Inc. "From train wrecks and catfights to group
dynamics spiraling out of control and underdogs coming out on top, Slice(TM)
provides viewers with pure entertainment relatable to their lives."
    According to the survey results, the benefits of vice indulgence are
priceless. Fifty-two per cent of women said indulging in a vice gives them
time for themselves, and 48 per cent say it provides an escape from their
everyday routine.
    So what kind of TV is more appealing than sex and more fun than a
cocktail? Fifty-three per cent of women identified "makeover" programming as
the most enjoyable type of "guilty pleasure" TV followed by fashion-based
programming (26 per cent) and reality dating shows (22 per cent). Slice(TM)
programming is the ultimate guilty pleasure, as it brings Canadian women's
vices to life through addictive new shows such as Project Catwalk, UpRooted,
The Real Housewives of Orange County and Outlaw In-Laws.

    Slice(TM), the newly re-branded lifestyle channel, will replace Life
Network on March 5, becoming every Canadian woman's vice through its
irreverent, unapologetic, highly-addictive programming.
    The Strategic Counsel conducted the online survey with 1,046 Canadian
women in February. The margin of error for the study is +/- 3.0 per cent.
    Further exciting content announcements for Slice(TM) will be revealed in
the weeks to come.

    Slice(TM) is an Alliance Atlantis Network.

    About Alliance Atlantis Communications

    Alliance Atlantis offers Canadians 13 well-branded specialty channels
boasting targeted, high-quality programming. The Company also co-produces and
distributes the hit CSI franchise and indirectly holds a 51% limited
partnership interest in Motion Picture Distribution LP, a leading distributor
of motion pictures in Canada, with motion picture distribution operations in
the United Kingdom and Spain. The Company's common shares are listed on the
Toronto Stock Exchange - trading symbols AAC.A and AAC.B. The Company's
website is www.allianceatlantis.com.





For further information:

For further information: Sara O'Reilly, Kendal Lo, NATIONAL Public
Relations, (416) 586-0180, soreilly@national.ca, klo@national.ca; Amy Waters,
Publicist, Slice, (416) 934-7079, amy.waters@allianceatlantis.com

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ALLIANCE ATLANTIS COMMUNICATIONS INC.

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