“It’s time to be conscious about unconscious bias.”
“It’s time to be conscious about unconscious bias.” 

Gender Equality Measure™

#SeeHer has developed a data-driven methodology called the Gender Equality Measure™ (GEM™) that identifies unconscious bias in advertising and programming and since its launch in 2016, GEM™ has become the industry standard metric quantifying consumer reaction to the portrayal of women in advertising and programming.

As a result, GEM™ is being used by marketers, researchers, agencies, networks, content creators and producers throughout the ad and media communities, and is being integrated into national advertisers' media strategy and implementation. The GEM™ metric quantifies consumer reaction to the portrayal of women in advertising and programming. It complements existing research methodology to help marketers improve planning choices and ROI, support researchers in their efforts to find insights that move their clients’ businesses, and to support the creation of realistic portrayals of women and girls in content and advertising.

The methodology measures perceptions of how females are portrayed in an advertisement or program by asking consumers how much they agree or disagree with four statements, which are then used to compile a GEM™ score:

I think highly of the way women are presented.
Women are presented in respectful manner.
It is inappropriate how women are featured.
Women are presented in a manner where they can be seen as good role models for other women and young girls.

To date, we have measured tens of thousands of ads using GEM™ that the nation’s top advertisers are using to as part of their measurement processes and increasingly, in media reviews. To help trans-national marketers, in late 2018 we expanded GEM™ to a global capability. 

Also, twice a year, GEM™ scores are captured for Nielsen top programs and member-selected broadcast and cable shows. The results prove that ads with positive GEM™ scores drive purchase intent by 26% among all consumers, 45% among women, while driving brand reputation by 11%. Ads which portray women and girls accurately are more socially acceptable and well-liked by both men and women. And ads that portray women accurately work better yet when paired with programming that also portrays women fairly. When ads that score high in GEM™ are aired on high-scoring programs, they deliver better sales than when airing on low-scoring programs.

GEMTM at a glance 

What is GEMTM? The Gender Equality MeasureTM (GEMTM) is a data-driven methodology developed by #SeeHer and open-sourced to the entire marketing industry. This methodology, which has become the industry standard for quantifying consumer reaction to the portrayal of women and girls, identifies unconscious bias in media and entertainment. “GEMTM positive” scores (more than 100) equates to the accurate and authentic portrayal of women and girls in the advertising, programming or other media content that has been measured.

2019 GEMTM  Suite of Tools:

GEMTM Advertising. GEMTM scores are used in copy testing in order to eliminate unconscious bias and achieve gender equality in the messaging and storytelling of ads.

GEMTM Digital.  GEMTM methodology is applied to digital content to measure the accurate and authentic portrayal of women and girls. Current GEM digital testing includes advertising and TV programs and will expand to original digital programs and other proprietary digital content.

GEMTM Global. GEMTM Advertising is the global gold-standard for gender equality in media measurement. GEMTM testing is conducted on commercials around the world in 14+ countries.

GEMTM Lift. GEMTM Lift provides sales measurement for TV campaigns to quantify purchase impact and return on ad spend (ROAS) for advertisers. This analysis works together with GEMTM Advertising and GEMTM Programming scores to measure the sales impact of higher GEMTM scores.

GEMTM Programming. GEMTM scores are captured for the top Nielsen-rated shows and select member-requested content twice a year among frequent viewers.  Scores are used by marketers in media planning to drive impact of ad investments for maximum ROI.

GEMTM Publishing. GEMTM Publishing quantifies consumer reaction to the portrayal of women and girls in top magazines as measured by GfK MRI’s Ad Measure.

GEMTM Trailer. GEMTM scores for film trailers are obtained among moviegoers to determine if they accurately and authentically portray women and girls.

To find out more about how to activate GEM™ for your brands, contact SeeHerStrategy@ana.net.

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