ANA’s #SeeHer movement releases GEMfit findings to help brands build gender equality ROI effective ads

#SeeHer movement has announced plans to release its GEMfit findings to support brands hoping to improve their ROI and cultural impact through gender parity ads.

GEMfit,the research system created by the US Association of National Advertisers’ (ANA) #SeeHer Movement and TiVo found quantitative evidence that gender-parity ads enjoyed an increased return on investment(ROI).

TiVo conducted advanced analyses using GEM™ scores across select consumer packaged goods advertising and the programs they aired within. The research showed that ads with a high GEM™ score generated double-digit incremental sales per rating point post ad exposure, when they’re aired on shows that also have a high GEM™ score.

#SeeHer Movement founders.- From left to right: Gail Tifford
(Chief Brand Officer, Weight Watchers), Bob Liodice (Chief Executive Officer, ANA)and Shelley Zalis (CEO, The Female Quotient). © #SeeHer Movement.

GEM™ was developed in 2017 by ANA’s #SeeHer movement with co-founder Shelley Zalis, CEO, The Female Quotient (TFQ) to support and inspire business leaders to create content free of gender bias as part of the movement. GEM™’s data-driven methodology enables creators of advertising and entertainment to identify and reduce gender bias and improve ROI. The ANA conducted the testing through syndicated research partner Advertising Benchmark Index (ABX).

“The foundation of the #SeeHer Movement is data. Our research consistently proves that consumers reward the marketers who create advertising and support programming that accurately portrays women and girls,” said Stephen Quinn, chairperson of #SeeHer.

GEMfit, or Gender Equality Measure fit, is based on an ANA metric that quantitatively scores media based on how accurately it portrays women. The “fit” aspect comes from placing high-scoring ads next to high-scoring programming.

“We are creating a portfolio of research solutions using our GEM scores as the foundation for advanced performance evaluation,” said Shelley Zalis, CEO of The Female Quotient. “GEMfit is a great tool for contextual planning.”

Shelley Zalis (CEO The Female Quotient) -left- and Caroline Leach (Vice President Marketing, AT&T)-right-.Live from The Girls’ Lounge at #USOW2018, Shelley Zalis hosted AT&T’s Caroline Leach for a conversation about #SeeHer and the Gender Equality Measure (GEM™). Image from the Facebook wall of the #SeeHer Movement.

“One of the greatest outcomes of using GEM scoring is that not only does this bring social good to the world by portraying women accurately, it’s actually better for our business. The ads that are higher-scoring in GEM are our higher-performing ads from a business perspective. There’s more consideration of AT&T and there’s higher brand recall. It just works really well together”, said Caroline Leach (Vice President Marketing, AT&T)at The Girl’s Lounge held on 7th May at The United State of Women 2018 Summit in Los Angeles (USA).

Some companies and brands like AT&T, Pepsico, Hershey, P&G, Microsoft, HP, SC Johnson, Hallmark, Kellogg’s, CVS, Verizon, Johnson& Johnson, Subway, American Express, among many others are already ous of this fact and are releasing ads that score high in the GEMfit system.

Image over the headline.- © #SeeHer Movement

Related external links (some gender parity ads scoring high at GEMfit):

With Every Child A Mother Is Born | HP

Ford Escape: For Those Who Keep Pushing | Escape | Ford

Doritos® – Boldness Effect “Emily”

Pepsico Gatorade | Made for This | EARN EVERYTHING

Mrs. Morrill, A Real Superhero

About GEM system

Related Eastwind Marketing links:

Changes at Cannes Lions See it Be it.- Chloe Gottlieb suceeds Madonna Badger as Ambassador and Spotify joins as partner

Forsman&Bodenfors and Semcon to launch search engine extension for gender equality

Wunderman Buenos Aires launches No Gender Profiles tool

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