How gender equality benefits business
The first IRI study that links the depiction of women in advertising and sales results uncovers a direct correlation between Gender Equality Measures scores and sales lift. Ads with the highest sales lift had the highest Gender Equality Measures scores, whereas ads that generated the lowest sales lift had the lowest Gender Equality Measures scores. Further, the Special K #SeeHer campaign generated the highest sales lift when advertisements appeared during commercial breaks of TV shows with above-average Gender Equality Measures scores.
By using the Gender Equality Measure to effectively plan its Special K campaign, Kellogg outperformed IRI’s consumer packaged goods food category as the sales lift averages by more than 200 percent.
“This study provides solid evidence that embracing an accurate and positive portrayal of women in ad campaigns is beneficial for business objectives,” says Jennifer Pelino, Senior Vice President of the IRI Media Center for Excellence. “The results demonstrate the clear need for an individualized planning approach that incorporates GEM as a consideration for both the advertising content and context of where it appears.”
Kellogg is one of many companies involved with ANA’s #SeeHer initiative. The #SeeHer initiative aims to eliminate gender bias in media and promote more accurate portrayals of women through media and advertising. Kellogg submitted its Special K “Own It” campaign to be evaluated with the ANA’s “Gender Equality Measure” score, which is used to quantify consumer reaction to the treatment of women in advertising and programming. IRI then leveraged its industry-leading measurement solution, IRI Lift, to uncover correlations between the Kellogg advertisements’ GEM scores and its offline sales lift, according to IRI.
Women are industry influencers for both the messages produced and the buying power they command, said IRI. The company says that these study results amplify the pressure on marketers to join the growing #SeeHer movement by uncovering newfound financial incentives associated with higher Gender Equality Measure scores. According to the company, this groundbreaking initiative shows the impact of marketing efforts made to more effectively speak to women through advertising, which has resulted in improvements to the bottom line and greater equality in media.