NEW YORK–(BUSINESS WIRE)–The Association
for National Advertisers (ANA) Alliance for Family Entertainment
(AFE) and Advertising
Benchmark Index (ABX) were recently awarded the prestigious 2017 ESOMAR
Research Effectiveness Award at the annual ESOMAR Congress.
The ESOMAR Research Effectiveness Award recognizes and honors best
practices in effectiveness from around the world, with particular
emphasis on the measurable impact of research. The award illustrates the
value that research brings to decision making in both business and
society.
The winning entry, “Reducing Unconscious Bias in Media,” demonstrated
that improving gender portrayals in media is not just the right thing to
do — it also improves ROI.
ANA AFE launched the #SeeHer movement in 2016 to improve the accurate
portrayal of women and girls in advertising and programming by 20
percent by 2020, the 100th anniversary of women gaining the right to
vote in the U.S.
The ESOMAR Research Effectiveness Award was presented to ABX and ANA AFE
in recognition of the well-defined set of metrics they developed, which
serves as the industry scorecard for continuously measuring progress
against long-term objectives.
ABX, syndicated research partner to ANA AFE, worked with the #SeeHer
team to create the Gender Equality Measure (GEM™). GEM provides
measurement standards for ads and television programs and creates
accountability for change.
Test results indicated that 4 of 30 variables were shown to best
correlate to the ranking of test ads. Scores for those variables were
developed into an index which is used as the Gender Equality Measure or
GEM™.
Just as researchers have established standards for other KPIs, such as
awareness and purchase intent, GEM™ has become the baseline metric for
gender equality. Detailed analysis of gender data for advertising shows
an important correlation between positive gender scores, positive brand
reputation, and higher call-to-action intent. Using this set of
variables, ABX has evaluated over 25,000 ads since September 2016.
These metrics are now available in an ABX syndicated program that
continuously measures thousands of ads every month, across all media
types and categories, among people 18 years of age and older. Additional
research was designed and performed by ABX to measure gender bias in TV
programming. The same variables that were demonstrated to be
enlightening for advertising were also found to be defining for TV
programming. More than 300 shows have been evaluated for gender
characteristics to date and will be reassessed annually during spring
and fall sweeps rating periods.
The award-winning research has been published in ESOMAR’s Research
World. To obtain a copy of the winning submission, click
here.
About the Advertising Benchmark Index (ABX)
Advertising Benchmark Index, ABX, was founded to enable marketers to
evaluate all their ads, and those of their competitors, across all media
types through a better, faster (24-hours), lower- cost measurement
system. The ABX system enables marketers to move media investment from
poor to better-performing creative and to provide robust feedback to
their creative teams to improve future ads. ABX offers the largest
syndicated and custom advertising effectiveness norms in the world with
125,000 tested across all industries to date.
About the #SeeHer Movement
Despite the strides made to accurately portray women and girls in media,
an unconscious bias persists against women and girls in advertising,
media and programming. The Association of National Advertisers (ANA)
Alliance for Family Entertainment (AFE) launched the #SeeHer initiative
in June 2016 in a joint partnership with The Female Quotient, after the
White House announced the elimination of gender bias in media as
critical to the nation’s future. The #SeeHer Initiative mission is to
accurately portray all women and girls in media by 2020, the 100th
anniversary of women winning the right to vote. For more information,
visit www.SeeHer.com,
follow us on Facebook, Instagram and Twitter.
About the Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) provides leadership that
advances marketing excellence and shapes the future of the industry.
Founded in 1910, the ANA’s membership includes more than 1,000 companies
with 15,000 brands that collectively spend over $250 billion in
marketing and advertising. The membership is comprised of more than 700
client-side marketers and nearly 300 associate members. The ANA advances
the interests of marketers and promotes and protects the well-being of
the marketing community. For more information, visit www.ana.net,
follow us on Twitter
or join us on Facebook.
