Reality Check: New Equality Measure Targets Gender Bias in Ads and Media

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Actuality Take a look at: New Equality Measure Targets Gender Bias in Adverts and Media

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Affiliation of Nationwide Advertisers Shares #SeeHer GEM™ (Gender Equality Measure) Methodology with Selling Evaluation Group

17,000-plus adverts have been evaluated using GEM™ to judge actual trying and proper portrayal of ladies and ladies in selling and media

GEM™ brings equality into established pre- and post-testing equation

NEW YORK–(BUSINESS WIRE)–March 20, 2017–

Gender bias is harmful for enterprise. Evaluation proves that adverts and leisure by way of which ladies and women are exactly portrayed generate significantly further consciousness, recall, and purchase intent than adverts in which they are not. Now the Affiliation of Nationwide Advertisers’ Alliance for Family Leisure (ANA AFE) has given the enterprise a potent, new, data-driven methodology to determine – and take away – gender bias.

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At instantly’s Selling Evaluation Foundation (ARF) annual conference, ANA and administration from its #SeeHer initiative shared the insights gleaned from, and questions utilized in, their Gender Equality Measure (GEM™) module, which helps enterprise leaders make greater alternatives by addressing unconscious bias inside media and programming.

The ANA AFE, a collective of the nation’s largest advertisers, launched the #SeeHer initiative last yr in partnership with The Female Quotient (TFQ) to increase the proper portrayal of women and women in selling and media by 20 p.c by 2020, the 100th anniversary of women gaining the exact to vote.

Aiding the event in the direction of the 2020 goal, the GEM™ module measures adverts and programming to help entrepreneurs improve planning alternatives and ROI. Since last summer time season, GEM™ has been used to guage over 17,000 adverts, which the ANA believes constitutes a very powerful syndicated post-test in historic previous. The evaluation was carried out by AFE syndicated evaluation affiliate Selling Benchmark Index (ABX).

GEM™ measures perceptions of how female actors are portrayed throughout the media by asking customers four key questions:

  • What is the basic opinion of the female supplied?
  • Is she portrayed respectfully?
  • Is she depicted inappropriately?
  • Is she seen as a optimistic place model for women and women?

“We are leading the #SeeHer movement for our industry because it makes good business sense and is good for society,” well-known ANA CEO Bob Liodice. “Looking at the stats of post-test ads just last week, we are pleased to see that 80 percent of the highest scoring GEM ads are ANA members’ spots. Of course that represents a moment in time, but it clearly indicates that the #SeeHer movement is raising the awareness of marketers. It is a good start. We must get to the point that no CMO will run any ad that shows gender bias.”

“The GEM™ measure will add a new dimension of equality to our research suite of industry standards which currently includes awareness, recall, purchase intent, and likeability,” said Shelley Zalis, #SeeHer co-founder and founder and CEO of TFQ. “We know that women do not lack confidence, but the media lacks confidence in its portrayal of women. We can only treasure what we can measure, so we are sharing GEM™ with the research industry.”

Sharing the GEM™ methodology is the most recent enterprise of an ongoing initiative to help marketer and media efforts to create content material materials that is free of gender bias. The initiative has developed toolkits for advertisers to create unbiased messaging. In January, boot camps to prepare #SeeHer members learn the way to take away gender bias began.

“There are compelling insights that support SeeHer. Forty percent of women don’t identify with the women they see in ads; 90 percent of parents are concerned about TV programming, that there are no role models for girls; yet women make 85 percent of all consumer purchase decisions.” Stephen Quinn, ANA AFE chairman concluded, “We are all trying to become more customer-centric and these data show we have a distance to go. CMOs have an obligation to maximize marketing ROI and seize control over their brand by eliminating bias in their ads and ensuring their media buys include environments in which women and girls are portrayed the way they really are.”

Regarding the #SeeHer Initiative

Whatever the strides made to exactly portray ladies and women throughout the media, an unconscious bias persists in the direction of ladies and women in selling, media, and programming The Affiliation of Nationwide Advertisers (ANA) Alliance for Family Leisure (AFE) launched the #SeeHer initiative in June 2016 in a joint partnership with The Female Quotient (TFQ’s) Woman’s Lounge, on the White House as part of the United State of Women event. The #SeeHer Initiative mission is to exactly portray all ladies and women in media by 2020, the 100th anniversary of women worthwhile the exact to vote. For further information, go to, adjust to us on Fb, Twitter and Instagram.


The ANA (Affiliation of Nationwide Advertisers) makes a distinction for individuals, producers, and our promoting neighborhood by advancing the pursuits of entrepreneurs and promoting and defending the well-being of the promoting enterprise. Based mostly in 1910, the ANA gives administration that advances promoting excellence and shapes the way in which ahead for the enterprise. The ANA’s membership consists of higher than 1,000 corporations with 15,000 producers that collectively spend or help higher than $250 billion in promoting and selling yearly. The membership is comprised of higher than 700 client-side entrepreneurs and virtually 250 Affiliate Members, which embody fundamental companies, laws firms, suppliers, consultants, and distributors. Extra enriching the ecosystem is the work of the nonprofit Selling Tutorial Foundation (AEF), an ANA subsidiary. The AEF’s mission is to spice up the understanding of selling and promoting all through the academic and promoting communities.

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Affiliation of Nationwide Advertisers
Patty Kerr, 310-344-4487