Consumer Insights: VH1’s Finding Funny

by Michael Desmarais, Market Research, VH1

With a new wave of funny female-fronted movies and TV shows finding wide success recently, VH1 mined the humor landscape of its female Adultster (Millennials, ages 25+) audience to determine whether the new faces of female humor, from Mindy Kaling and Zooey Deschanel to Amy Schumer, represent a more fundamental shift in the female humor experience. In “Finding Funny,” VH1 examined the role and benefit of humor to female Adultsters, what humor captivates them, and their primary sources for funny content. In addition, it charted differences in how male and female Adultsters define humor. Read More