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Gender Bias in Advertising

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This presentation outlines an approach for measuring gender bias in advertising. Called the Gender Equality Index, this was developed by the company Advertising Benchmark for the ANA or Association of National Advertising

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Gender Bias in Advertising

  1. 1. Advertising and Gender-Equality: The Gender-Equality Index
  2. 2. The Origins: Gender Equality and Advertising Effectiveness: Developed by and from
  3. 3. Origins: The #SEEHER Initiative: Mission Defined • Start with a goal “To lead the movement to accurately portray all women and girls in media, so that by 2020, they see themselves reflected as they truly are.” • White House and ANA initiated #SEEHER calling national marketers to portray women and girls accurately. • ABX developed a methodology and syndicated data set to measure gender equality and is licensing it to the ANA – their term for it is the Gender Equality Measure - GEM™ • ABX presently has developed a database of over 10,000 ads with the GEMTM metrics, forming a broad & deep set of normative data across all categories
  4. 4. Developing the Metrics for Measuring Gender Equality in Media
  5. 5. The GEI is linked to Core Ad Effectiveness Measures & KPI’s: What ABX Measures ▪ 14 key inputs ▪ 2 consumption metrics ▪ Level of category usage (Frequent, Regular, Occasional, None) ▪ Level of media consumption (all media; same frequency breaks) ▪ Geographic data ▪ 4 census regions ▪ Demographic data ▪ Gender, Age, Education, HHI Brand Linkage (Ad Recall) Clear Benefit Feel About Advertiser Better Worse No Different Relevant Like to See Again Contact Company Awareness Messaging Reputation Relevant Likeability Call to Action Easily Understood Like Visit Website Look For Product Purchase Product Recommend Product Talk to Someone About it None/Any ABX Data is comprised of Dislike Awareness Messaging Reputation Relevant Likeability Call to Action ABX Data is comprised of Awareness Messaging Reputation Relevant Likeability 5
  6. 6. Note: • “Reputation” is net of “better” minus “worse” • “AnyAction” is one or more calls-to-action, highlighted in yellow • “Blue” data is included in The ABX Index • The ABX Index correlates and has been validated via MM Models • ABX data correlates with legacy copy-testers • ABX Index is customizable based on factors that correlate w/client needs. ABX Index ABX ID Advertiser ABX Index Brand Linkage Clear Benefit Easy to Understand Reputation Any Action Contact Company Visit Website Look For Purchase Recommend Talk to Someone Relevant See Again Like Dislike Vs. All Ads 127 120 110 111 156 142 59 101 184 211 103 80 160 130 82 31 Vs. Category 116 109 107 107 146 125 61 76 139 217 100 81 142 123 85 37 Vs. Medium 131 117 115 118 169 148 60 98 187 227 113 88 168 142 91 33 101212197 The Advertising Benchmark Index (ABX)
  7. 7. Gender Equality Index Developed by ABX GEI measures perceptions of how female/male actors are portrayed in the media by asking consumers about four key characteristics: • Opinion of how the each gender’s character(s) is being presented • If character(s) is portrayed in a respectful manner • If character(s) is presented in an inappropriate manner (eg., sexual stereotyping, objectification, etc.) • If character(s) is viewed as a positive role model The assessment for each ad is compared to a normative database of thousands of other ads, the largest source of advertising data metrics of this type. The GEI score represents an index where 100 represents the average female/male gender score for all ads ABX developed the GEI and has licensed its use to the ANA’s #SEEHER program where it is referred to as the Gender Equality Measure - GEM™
  8. 8. Why Understanding Portrayals of Gender Roles is Important to Your Business
  9. 9. Insights Example: Female Millennials are most aware of and Angered by Portrayals of Gender-Bias and will not purchase brands that exhibit this behavior
  10. 10. Observation of Gender Bias It is pervasive! Regardless of how they self-reported on awareness of gender bias, every consumer reported instances or experiences of actual bias. 100%
  11. 11. Consumers Expect Portrayals of Gender Bias to Increase in the Future
  12. 12. How Relevant is Gender Equality Portrayals to Brands?
  13. 13. Some High-Level Views: Gender Equality Index vs High-Low Ads • “Normal” vs Objectifying ads • Cannes and Effie award-winners • Ads with highly positive representation of women • Always “Like a Girl” • Dove “Real Beauty” • GEI clear measure of good vs poor
  14. 14. GEI vs Objectifying Ads • A series of print ads that were highly polar with one ad in the pair being “normal” and the other being highly objectifying and negative toward women • The GEI was much lower for the objectifying ads and correlated with ABX ad effectiveness scores; and also showing much lower KPI’s for Purchase Intent and Brand Reputation scores
  15. 15. GEI Shows that Gender Equality is very relevant to ad effectiveness and brand KPI’s, both for the overall market and for Unilever
  16. 16. Positive Gender Scores Correlate with Business Impact +26% Call-to-Action +10% Reputation Based on ABX metrics from more than 13,000 ads across all media types and industry segments
  17. 17. Gender Equality is linked to the key KPI’s of Brand Reputation & Purchase Intent for Unilever USA Correl.=.665 0 50 100 150 200 250 0 20 40 60 80 100 120 140 BrandReputationScore GEI Total Gender Equality Index Unilever Gender Equality Index & Overall Brand Reputation Score Reputation Correl.=.567 0 50 100 150 200 250 300 0 20 40 60 80 100 120 140 BrandPurchaseIntent GEI Total Gender Equality Index Unilever Gender Equality Index & Brand Purchase Intent for Unilever Purchase * Covers all Unilever USA ads 180 days ending Mar. 10, 2017
  18. 18. Also for Unilever USA advertising, there is strong linkage between overall ad copy effectiveness & an ad’s Gender Equality Index Correl.=.676 58 68 78 88 98 108 118 128 138 148 0 20 40 60 80 100 120 140 ABXCopyScore GEI Total Gender Equality Index Unilever Gender Equality Index & Overall ABX Copy Effectiveness Score ABX Index
  19. 19. Across product categories, there is a wide range of performance on GEI
  20. 20. 116 111 111 110 109 106 105 104 103 103 97 97 93 88 0 20 40 60 80 100 120 140 AverageABXIndex GEI Female Average by Industry • Unilever categories tend to score higher on GEI
  21. 21. Unilever Brands also have a wide range of performance on GEI
  22. 22. For Unilever USA, there are both strong and under-performing ads based on the GEI ABX ID Company Medium First Run ABX Total Copy Score Index Reputation Score Purchase Intent Presen- ted Male Respect- ful Male Inappro- priate Male Role- model Male Presen- ted Female Respec-ful Female Inap- propriate Female Role- model Female Total Gender Index Male Total Gender Index Female Total Gender Index All 2542921 Axe Online Video 2016-08-09 107 85 75 97 89 100 93 95 88 101 86 95 93 94 2542922 Axe Online Video 2016-08-17 103 85 63 89 94 104 90 80 87 103 77 95 88 91 2559363 Axe Online Video 2016-09-05 74 59 71 67 66 82 58 79 78 94 73 69 82 75 2559380 Degree Online Video 2016-09-04 122 146 131 109 106 98 99 103 103 2573194 Axe Online Video 2016-09-10 96 114 93 95 91 98 94 102 101 100 105 95 102 98 2573195 Axe Online Video 2016-09-09 89 84 96 79 80 94 70 77 87 97 76 82 85 83 2579264 St. Ives Print 2016-10-01 99 75 63 99 97 92 98 96 96 2579789 I Can't Believe It's Not Butter Television 2016-09-19 113 107 138 89 78 99 83 96 98 100 95 88 98 93 2584070 Degree Online Video 2016-09-16 125 130 122 119 126 106 120 117 117 2584168 Suave Online Video 2016-09-19 111 123 96 113 109 101 110 108 106 2586286 Simple Online 2016-09-20 97 91 80 104 109 90 108 102 102 2587112 Degree Online Video 2016-09-23 119 123 131 99 110 98 94 100 100 2594390 Dove Online 2016-09-26 97 95 110 113 115 103 113 110 110 2595940 Degree Online Video 2016-08-10 122 152 152 114 112 96 115 108 108 2600926 Dove Print 2016-10-01 108 104 122 114 112 102 107 108 108 2604063 Simple Online Video 2016-09-29 118 139 118 119 117 95 118 111 111 2604064 Simple Online Video 2016-09-29 114 130 135 115 117 93 111 108 108 2605137 Slim-Fast Print 2016-10-03 96 60 68 108 107 92 111 104 104 2606628 TRESemme Print 2016-09-25 106 114 110 120 116 98 121 113 113 2615162 Slim-Fast Print 2016-10-17 100 104 38 99 99 98 95 98 98 2617516 Axe Television 2016-10-13 88 70 97 76 75 91 72 90 93 104 82 79 93 86 2621313 Suave Television 2016-10-17 125 173 172 123 120 99 122 115 115 Over past year, ranges from 75 to 126!
  23. 23. • Strong GEI ad for Degree Dry Deodorant for Women • This Degree Dry Television ad, which ran Jan. 1, 2017, scored high on the GEI at 119. This ad also scored very high on brand reputation (171) and Purchase Intent (220) and generated an overall ABX Copy Score of 131 • This rating was all driven by the GEI for women
  24. 24. • Strong GEI ad for Dove • This Dove Online Video, which ran Oct 25, 2016, scored high on the GEI at 117. This ad also scored very high on brand reputation (160) and Purchase Intent (172) and generated an overall ABX Copy Score of 129 • This rating was also all driven by the GEI for women
  25. 25. • Under-Performing GEI ad for Axe • Axe TV ad, which ran Oct 13, 2016, scored low on the GEI at 86. This ad also scored very low on brand reputation (70) and moderate on Purchase Intent (97); and generated an overall ABX Copy Score of just 88 • Here, the female GEI was 93 and the male GEI was just 79. This lower rating for males resulted in the ad scoring lower on overall effectiveness among females.
  26. 26. How it Works! • GEImetrics can be a stand-alone metric or as part of ABX’s ad testing syndicated system • The latter includes ad tests for all Unilever brands across all media channels and delivered reporting in 24-48 hours! • ABX data delivered fast (24-48 hours) and with an online reporting portal • Subscribers have GEI benchmarks across thousands of tested ads both within and across brand categories.
  27. 27. Real-Time Access On the Desktop: Mobile:
  28. 28. • Ad data can be displayed as a detail grid and exported to Excel • Clicking on column headers reorders the data displayed by the column Access to all KPIs – No Black Box
  29. 29. Forward 1. Gender equality has been shown to be linked to overall ad copy performance and also to important brand KPI’s such as Brand Reputation & Purchase Intent. 2. Developing a comprehensive measurement system and protocol to assess how your ads are portraying gender roles is no longer a nice thing to have, it is increasingly becoming a business imperative
  30. 30. Gary Getto President, Advertising Benchmark Index E: Gary@adbenchmark.com M: 347.443.8869 http://blog.adbenchmark.com Michael Wolfe CEO Bottom Line Analytics Global E: mjw@bottomlineanalytics.com M: 678.314.8446 www.bottomlineanalytics.com 30 Thank You!! Angela Jeffrey Vice President, Advertising Benchmark Index E: Angie@adbenchmark.com M: 347.443.8869 http://blog.adbenchmark.com For more information please contactus

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