How to Measure Gender Equality
ABX partnered with the ANA AFE to develop the first-ever Gender Equality Measure (GEM) for use in advertising, TV programs and movies. ABX analyzed hundreds of ads and TV programs, and surveyed thousands of consumers, to identify the most accurate metric. This new metric will roll-out July 1st.
What Does this Mean for You?
While the research yielded a great metric for measuring the way women (and men) are portrayed in all media, it also correlated amazingly well to desired outcomes like Reputation and Call to Action. So, if you produce ads that are *accurate* in their portrayal of women and girls, not only are you in sync with our country’s leadership, but your business results should improve. For more information on the research behind this and some other major gender studies, see our resources page, "How can Marketers test Gender Equality in Advertising?"
A few Great Examples
- Kellogg's "Own It"
What a marvelous ad with a very high GEM score of +35% over norm! It tells the story of how often women beat themselves up over their bodies. The cumulative effect of so many different types of women doing the same thing is both humorous an insightful. The scorecard below shows the ABX Index is +17% above norm, but Reputation is huge at +76%. The Awareness score could have been better with earlier Kellogg’s branding. Nonetheless, the strong Message and Action scores show this ad hit home.
2. Neosporin - "I'm Going a Hundred Miles per Hour"
Here’s another marvelous ad with a GEM of +31% showing the sheer determination of this strong little girl. All scores are huge, but Reputation at +133% over norm is one of the highest we’ve seen, and included in Action is a huge Purchase score of +116%.
Click here if you'd like to learn more about how the new ABX Gender Equality Measure can help your business.
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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 (100,000+ ads). Click for more information about definitions and methodology.