Association of National Advertisers’ (ANA) #SeeHer movement’s new
research finds high-scoring advertising and programming delivers
increased sales, improved ROI
NEW YORK -- (Business Wire)
Gender equity is good for business. Recent research by the Association
of National Advertisers (ANA) showed that ads which portray women and
girls accurately are more socially acceptable and well-liked by both men
and women they surveyed.
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New research released by ANA’s #SeeHer movement, in collaboration with
TiVo, demonstrates that ads that portray women accurately work even
better when paired with programming that also portrays women accurately1.
It’s called GEM™fit: when ads that score high in the ANA’s Gender
Equality Measure (GEM™) are aired on high-scoring programs, they deliver
better sales than when airing on low-scoring programs.
TiVo conducted advanced analyses using GEM™ scores across select
consumer packaged goods advertising and the programs they aired within.
The research showed that ads with a high GEM™ score generated
double-digit incremental sales per rating point post ad exposure, when
they’re aired on shows that also have a high GEM™ score.
GEM™ was developed in 2017 by ANA’s #SeeHer movement with co-founder
Shelley Zalis, CEO, The Female Quotient (TFQ) to support and inspire
business leaders to create content free of gender bias as part of the
movement. GEM™’s data-driven methodology enables creators of advertising
and entertainment to identify and reduce gender bias and improve ROI.
The ANA conducted the testing through syndicated research partner
Advertising Benchmark Index (ABX).
In the past year, #SeeHer members have discovered that ads with a high
GEM™ score are more effective. Using GEM™fit, they’re finding that when
those ads are placed in programming that also boasts a high GEM™ score,
they’re more powerful and deliver a higher return.
“The foundation of the #SeeHer Movement is data. Our research
consistently proves that consumers reward the marketers who create
advertising and support programming that accurately portrays women and
girls. #SeeHer is good for business and good for society,” said Stephen
Quinn, Chair, #SeeHer.
“We are creating a portfolio of research solutions using our GEM scores
as the foundation for advanced performance evaluation,” added Shelley
Zalis. “GEM™fit is a great tool for contextual planning.”
To quantify the financial impact when ads and programs are GEM™fit
together, TiVo leveraged its syndicated 1:1 direct household match of TV
set-top box viewership data and shopper loyalty card data. The results
confirmed that not only do GEM™ scores support social change, but they
also have the potential to make a financial impact when scores are
considered in advertising and media planning.
“Our analysis demonstrated that, when you have good GEM™fit, both women
and men respond positively, with an uptick in purchasing behavior,” said
Walt Horstman, senior vice president and general manager, Advanced Media
and Advertising, TiVo. “The accurate portrayal of women and girls in
media needs to happen in both advertising and programming content to see
effective sales lift.”
AT&T, a brand committed to the #SeeHer movement, tests its ads for
gender equality and has significantly improved its GEM™ scores. AT&T has
pledged to eliminate all bias and accurately portray women and girls in
its ads by the end of this year. “Context and content matter,” said
Fiona Carter, chief brand officer, AT&T. “Unbiased advertising is proven
to be more effective when it’s implemented alongside programming that
also treats gender fairly.”
GEM™fit analysis is part of a broad GEM™ suite of tools, including GEM™
ads; GEM™ Programming; GEM™ Lift; GEM™ Allocator for media planning; and
GEM™ Global for multi-national brands. The entire GEM™ suite of tools is
made possible by ANA’s #SeeHer movement, which works to eliminate bias
against women in advertising and media.
About TiVo
TiVo Corporation (NASDAQ: TIVO) is a global leader in entertainment
technology and audience insights. From the interactive program guide to
the DVR, TiVo delivers innovative products and licensable technologies
that revolutionize how people find content across a changing media
landscape. TiVo enables the world’s leading media and entertainment
providers to deliver the ultimate entertainment experience. Explore the
next generation of entertainment at tivo.com or
follow us on Twitter @tivo or @tivoforbusiness.
About #SeeHer
Despite the strides made to accurately portray women and girls in media,
an unconscious bias persists against women and girls in advertising,
media, and programming. The Association of National Advertisers’ (ANA)
Alliance for Family Entertainment (AFE) launched the #SeeHer initiative
in June 2016 in a partnership with The Female Quotient (TFQ), at the
United State of Women after the Obama administration announced the
elimination of gender bias in media as critical to the nation’s future.
The #SeeHer Initiative mission is to increase portrayal of women and
girls in media 20 percent by 2020, the 100th anniversary of women
winning the right to vote. For more information, visit www.SeeHer.com,
and follow us on Facebook, Instagram, and Twitter.
About the Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) makes a difference for
individuals, brands, and the industry by driving growth, advancing the
interests of marketers, and promoting and protecting the well-being of
the marketing community. Founded in 1910, the ANA provides leadership
that advances marketing excellence and shapes the future of the
industry. The ANA’s membership includes more than 1,000 companies with
15,000 brands that collectively spend or support more than $400 billion
in marketing and advertising annually. The membership is comprised of
more than 750 client-side marketers and 300 associate members, which
include leading agencies, law firms, suppliers, consultants and vendors.
Further enriching the ecosystem is the work of the nonprofit ANA
Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities. For more information, visit www.ana.net,
follow us on Twitter,
or join us on Facebook.
1To quantify the financial impact for the positive
portrayal of females in programming and commercial content and
ultimately, determine the ‘GEMfit’, TiVo leveraged its syndicated, 1:1
direct household match of set top box (STB) television viewership data
consisting of over 2 million households representative across the U.S.
with shopper loyalty card data to execute a study that quantified the
quarter-over-quarter sales lift for select consumer packaged goods
brands. In the study, TiVo measured the incremental sales achieved among
households exposed to the respective brand campaign within High vs. Low
GEM scored ads and programs as well as model the relationship between
each of the variables input.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180501005509/en/
Contacts:
TiVo
Lerin O’Neill, +1 408 562 8455
Lerin.Oneill@tivo.com
or
#SeeHer
Patty
Kerr
Pkerr-cw@ana.net
Source: Association of National Advertisers
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