of consumer product purchases.
of women said they
do not identify “at all,” with the women they see portrayed in advertising.
of adults believe women are
in the media.
top concern is
“no role models
Despite their influence, women believe advertising featuring them often misses the mark and needs a reboot. For example:
The size of the prize for creating accurate and authentic advertising can be as much as $2 million, according to exclusive research from IRI and the Association of National Advertisers.
Getting advertising right produces
incremental sales and boosts brand image.
ANA launched SeeHer in June 2016 in partnership with The Female Quotient. A mission to accurately portray all women and girls in media was established.
A goal of 20% improvement was set and a new measurement metric was created called the Gender Equality Measure, or GEM, that can be used to link the depiction of women to offline sales.
IRI partnered with the Association of National Advertisers’ (ANA) SeeHer initiative to gauge the effects of an accurate and positive portrayal of women in advertising.
How IRI & ANA conducted
Some of the biggest names in CPG world and members of the SeeHer initiative participated and included:
was given a
Gender Equality Measure (GEM) score with an index
of 100 representing consumer reaction
to the treatment of women in advertising and programming.
The score was correlated to sales using
IRI’s media measurement and optimization solution IRI Lift.
What the results showed.
The results conclusively demonstrated a direct correlation between higher GEM scores and incremental sales lift. For example:
Ads with the highest sales lift had the highest GEM scores, whereas ads with the lowest sales lift had the lowest GEM scores.
Creatives with GEM scores greater than 100 drove sales lifts up to five times higher than ads with scores less than 100.
Television programs with GEM scores greater than 100 drove sales lift nearly two times higher than programs with GEM scores of less than 100.
The highest sales lift was attained when ads with the highest GEM scores were incorporated into programs with high GEM scores.
Accurate portrayal of women is a societal imperative and one that make good business sense because it improves brand reputation and grows sales.
Here’s a three step action plan:
Make a choice:
Be part of the #SeeHer movement to access opportunities and insights.
Develop content that reflects the principles of gender equality.
Leverage the GEM ROI measurement tool, powered by IRI Lift™,
to quantify your impact.
A more accurate portrayal of women in media and marketing is a way
to win with customers, employees and shareholders.