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ABX takes on the Media: Women in Advertising Make an Ad Hot

Posted by Angela Jeffrey on Jun 13, 2018 2:23:04 PM

Today's post debuts a new series, "ABX takes on the Media," by challenging ads designated as "Hot." Ads cited by popular ad pundits will be subjected to ABX advertising effectiveness testing to see how they really work. Today's post compares June Olay and Macy's ads to see how they portray women.  If you're interested in more about ad effectiveness, or about gender equality, click the links for resources pages.

Women in Advertising Can Produce High Scores, but Only if Handled with Care

Ad Age/iSpot Hot Spots listed a new Olay ad and one from Macy’s as “hot” in a sea of new ads debuting every day. These ads showed some interesting differences in how they portray women.  (Click pics to play).

1.  Olay – "The #1 Skincare Product in 2018?"

Beautiful black girl in Olay TV Spot

This new :15 spot features women trying the new Olay Whip, which claims to “absorb faster than $100, $200 and even $400 cream.” Olay chose attractive, but relatively ordinary women to feature.  They are presented respectfully, appropriately and as role models, as depicted in the scorecard below:Olay ad scores from ABX were very high for Gender Equality Index and all others.When we assess the portrayal of women in this ad, the GEI™ score (Gender Equality Index) is 20% above norm (120).  When a gender portrayal is done well, it raises Reputation and Call-to-Action as it did here with a Reputation score of 171 and a CTA of 125. Overall, this spot ranks in the top 90% of all ads tested by ABX for advertising effectiveness.

2.  Macy’s: "Remarkable"

Macy's Spot June 2018 with girls in swim suits.In this :15 spot, Macy’s also uses a wide assortment of females of different  types and ethnicities, all dancing their way to transition from heavy coats and clothing to summery attire.

Interestingly, this ad has several scenes in common with another Macy’s ad, but only this version has two women sun bathing. While sun bathing is an appropriate summer element, it appears to have introduced some concerns about appropriate gender portrayal, and with it reduced scores for the GEI™ at 104, Reputation at 102 and Action (CTA) at 103.  These scores are barely above average, and the spot is in the 58th percentile of all 145,000 ads tested by ABX for advertising effectiveness.Macy's Gender Equality Index was much lower possibly due to swimsuits.So, perhaps Macy’s could have used the imagery of swimsuits as part of summer but in a more nuanced way.

ABX has the world’s largest global database of data showing how gender portrayal impacts creative effectiveness in the U.S. and 14 countries.  ABX won the global ESOMAR Research Effectiveness Award for 2017 by showing that ads with authentic and accurate portrayal of  all genders improve Reputation scores by 10% and CTA results by 26%.

How the ABX Testing is Done

ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (145,000+ ads). Click for more information about definitions and methodology. 

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And There's More ...

ABX is also offering an e-book, “Four Key Performance Indicators to Decrease Advertising Investment Risk & Build ROI," which shares insights gained from the world’s largest database of bench-marked ads. With this e-book, you will learn the characteristics of powerful ads and how your ads can be more successful in driving results.

Click for Free eBook 


Topics: Personal Care, Retail, Gender Equality Measure, Advertising Effectiveness

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