SeeHer, in partnership with Comscore, unveils industry-first Gender Equality Measurement for digital platforms
21/08/2023
New York, NY, August 21st, 2023 - ANA's SeeHer, the largest global movement to eliminate gender bias in advertising and media and Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media, today at the 2023 ANA Data, Analytics & Measurement Conference unveiled GEM Audiences, an industry-first digital planning audience insight tool.
Working in conjunction with SeeHer, Comscore created a new way for brands and advertisers to understand the significance of gender equality for their target audiences from a behavior, interests, and attitudes standpoint by embedding Gender Equality attributes in the Comscore Plan Metrix Suite.
Through GEM Audiences in Comscore, this new intelligence solution is poised to be the digital standard that helps brands understand, beyond demographics, how to reach and engage consumers with a gender equality mindset.
SeeHer has continued to advance vital tools that allow marketers and their agencies to embed gender equality in their media planning and buying practices. This ground-breaking measurement system for the ever-evolving digital ecosystem is one that will reach the next generation of consumers like no other has before. We encourage every marketer to critically evaluate and challenge their current system of operating, since consumers, 52% of which are women, say that the accurate representation of women and girls should be a business imperative. Those who tap into what we offer not only experience immense sales success, they join a movement in shaping society for the better. We are incredibly honored to partner with Comscore on this next dimension of world-changing technology, said Christine Guilfoyle, President, SeeHer ANA
This partnership with SeeHer is part of Comscore's larger effort to amplify the belief that every dollar, every screen, and every person counts as well as the importance of looking past demographics and generalizations for fair representation in audience intelligence, according to Danan Ren, Senior Vice President, Head of Client Insights at Comscore. With the SeeHer partnership, Comscore is not only bringing the most comprehensive view of the consumer across all media platforms, but also supporting responsible media and data collaboration efforts with organizations that help brands make a difference. As we bring this to market with SeeHer and the ANA, we hope to engage with more brands who are looking to deepen their audience understanding beyond demographics and quantify the impact of their responsible media initiatives.
Gender equality across the entire media and marketing ecosystem is a consumer expectation, with 90% of adults agreeing that media is critical in shaping gender roles. Yet, only 16% of women feel that they are usually portrayed accurately, added Latha Sarathy, Chief Research Officer, ANA and SeeHer. Ads that consumers feel truly reflect them result in a 5x increase in sales. This partnership with Comscore on GEM Audiences is the valuable next step as it addresses an urgent need for more advancements in audience intelligence and measurement to help marketers better understand and prioritize digital audience segments and media properties that strongly align with gender equality.
About SeeHer
SeeHer is the leading global movement to eliminate gender bias in marketing, media, and entertainment. Launched in 2016 by the Association of National Advertisers (ANA) in partnership with The Female Quotient (The FQ), SeeHer's coalition of industry leaders is increasing the representation and accurate portrayal of women and girls. To help members benchmark success, SeeHer spearheaded the development of the Gender Equality Measure (GEM ), the first research methodology that quantifies gender bias in ads and programming. GEM proves that content accurately portraying women and girls dramatically increases purchase intent and brand reputation. Winning the prestigious ESOMAR Research Effectiveness Award, GEM is the global measurement standard. The movement includes verticals in sports (SeeHer In Sports), music (SeeHer Hear Her) and health (SeeHer Health). Visit SeeHer.com and follow SeeHer on Instagram, Facebook, LinkedIn, TikTok and X.
About ANA
The ANAs (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANAs membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
About Comscore
Comscore (NASDAQ: SCOR) is a global, trusted partner for planning, transacting, and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Com
LINK: | https://www.comscore.com/Insights/Press-Releases/2023/8/Gender-Equalit... |
See more stories from comscore |
More from comScore
22/04/2024
Comscore at the 19th Annual Needham Technology, Media & Consumer Conference
Comscore at the 19th Annual Needham Technology, Media & Consumer Conference RESTON, Va., April 22, 2024 Comscore (Nasdaq: SCOR), a trusted partner for plannin...
12/04/2024
Broadcast Industry Leaders Spearhead Investment in RUN3TV, Key NEXTGEN TV Application Platform
Broadcast Industry Leaders Spearhead Investment in RUN3TV, Key NEXTGEN TV Applic...
08/04/2024
Comscore Reaches Multi-Year Exclusive Agreement With B&B Theatres for Its Industry-Leading Theatre Management Systems
Comscore Reaches Multi-Year Exclusive Agreement With B&B Theatres for Its Indus...
03/04/2024
U.S. Joint Industry Committee Awards Certification to Comscore for National Currency
U.S. Joint Industry Committee Awards Certification to Comscore for National Curr...
20/03/2024
MRC Accreditation for National and Local TV Household-Level Measurement
Comscore Achieves Accreditation by the Media Rating Council (MRC) for National and Local TV Household-Level MeasurementComscore is the only TV measurement solut...
12/03/2024
Epsilon Partners with Comscore's Proximic for Global Contextual Data
Epsilon Partners with Comscore's Proximic for Global Contextual DataProximic's AI-Powered Contextual Intelligence to Deliver Cross-Screen Insights for E...
06/03/2024
Comscore Reports Fourth Quarter and Full Year 2023 Results
Comscore Reports Fourth Quarter and Full Year 2023 Results RESTON, Va., March 06, 2024 - Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transact...
01/03/2024
Comscore and TEGNA Sign Multi-Year Agreement for Local Linear and Cross-Platform Audience Measurement
Comscore and TEGNA Sign Multi-Year Agreement for Local Linear and Cross-Platform...
22/02/2024
Comscore to Announce Fourth Quarter 2023 Financial Results
Comscore To Announce Fourth Quarter 2023 Financial ResultsRESTON, VA, February 23, 2024 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transac...
21/02/2024
Comscore Transforms Local and National Ad Campaigns with Pioneering Cross-Platform Audience Measurement
Comscore Transforms Local and National Ad Campaigns with Pioneering Cross-Platfo...
01/02/2024
Comscore announces new executive leadership across international regions: EMEA, APAC and LATAM
Comscore announces new executive leadership across international regions: EMEA, ...
31/01/2024
Comscore Announces New US Patent for Livestream Contextual Intelligence Technology
Comscore Announces New US Patent for Livestream Contextual Intelligence Technolo...
23/01/2024
Comscore and Nexstar Reach Multi-Year Agreement
Comscore and Nexstar Reach Multi-Year Agreement for Linear and Cross-Platform Audience MeasurementComscore to Provide Currency-Grade Measurement Metrics for Nex...
16/01/2024
Proximic by Comscore Releases Findings from 2024 State of Programmatic Report
Proximic by Comscore Releases Findings from 2024 State of Programmatic Report The majority of advertisers plan to increase investment in programmatic; Contextu...
30/11/2023
The Future of Search: Quantifying Growth in Generative AI Queries with Comscore Measurement
The Future of Search: Quantifying Growth in Generative AI Queries with Comscore ...
14/11/2023
Acast Inks Global Partnership with Proximic by Comscore for Cookie-Free Podcast Targeting Across More than 100,000 Podcasts
Acast Inks Global Partnership with Proximic by Comscore for Cookie-Free Podcast ...
07/11/2023
The Minnesota Wild of the National Hockey League, signs Multi-Year Deal with Comscore to Access Instant Local Market Measurement
The Minnesota Wild of the National Hockey League, signs Multi-Year Deal with Com...
06/11/2023
Comscore Reports Third Quarter 2023 Results
Comscore Reports Third Quarter 2023 ResultsRESTON, Va., November 6, 2023 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting, and evalu...
31/10/2023
Cadent Adds Proximic by Comscore to Cadent Aperture Platform for Enhanced ID-Based Audience Targeting
Cadent Adds Proximic by Comscore to Cadent Aperture Platform for Enhanced ID-Bas...
26/10/2023
Comscore adds Social Incremental Audiences to its Flagship Digital Measurement Tool, further Expanding its Cross-Platform Capabilities
Comscore adds Social Incremental audiences to its flagship digital measurement t...
25/10/2023
Comscore to Announce Third Quarter 2023 Financial Results
Comscore to Announce Third Quarter 2023 Financial ResultsRESTON, VA, October 25, 2023 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacti...
19/10/2023
Political Targeting Solutions for 2024 Election Season, exclusively on The Trade Desk
Comscore Launches Political Targeting Solutions for 2024 Election Season, exclus...
25/09/2023
Proximic by Comscore Unveils Suite of New AI-Powered Contextual Solutions for Enhanced, Privacy-Centric Programmatic Advertising
Proximic by Comscore Unveils Suite of New AI-Powered Contextual Solutions for En...
12/09/2023
Comscore Scores Expanded Partnership with the Green Bay Packers for Local, Digital and Social Measurement
Comscore Scores Expanded Partnership With The Green Bay Packers For Local, Digit...
29/08/2023
The Video World is Growing Fast: the Longtail of CTV Expands its Reach
The Video World is Growing FAST: the Longtail of CTV Expands its Reach FAST and Targeted Programming Consumption Accelerates, According to Comscore's 2023 S...
21/08/2023
SeeHer, in partnership with Comscore, unveils industry-first Gender Equality Measurement for digital platforms
SeeHer, in partnership with Comscore, unveils industry-first Gender Equality Me...
08/08/2023
Comscore Reports Second Quarter 2023 Results
Comscore Reports Second Quarter 2023 ResultsRESTON, Va., August 8, 2023 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting, and evalua...
21/07/2023
Comscore To Announce Second Quarter 2023 Financial Results
Comscore To Announce Second Quarter 2023 Financial Results RESTON, VA, July 21, 2023 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transactin...
13/06/2023
Proximic by Comscore Announces 5,000 Advertiser Milestone for ID-free Predictive Audience Solution
Proximic by Comscore Announces 5,000 Advertiser Milestone for ID-free Predictive...
30/05/2023
Comscore at the 15th Annual Gabelli Media & Entertainment Symposium
Comscore at the 15th Annual Gabelli Media & Entertainment SymposiumRESTON, Va., May 30, 2023 Comscore (Nasdaq: SCOR), a trusted partner for planning, transact...
23/05/2023
Adlook and Comscore to Unlock Brand-Lift Insights across any Device to Maximise Campaign Impact
Adlook and Comscore to Unlock Brand-Lift Insights across any Device to Maximise ...
18/05/2023
Comscore Selected as Preferred Partner for NBCUniversal's Local Advertising Currency
Comscore Selected as Preferred Partner for NBCUniversal's Local Advertising ...
16/05/2023
Comscore's local market measurement selected by WBNX-TV as its television currency in the Cleveland market
Comscores local market measurement selected by WBNX-TV as its television currenc...
09/05/2023
Comscore Reports First Quarter 2023 Results
Comscore Reports First Quarter 2023 ResultsRESTON, Va., May 9, 2023 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting, and evaluating...
05/05/2023
Comscore at the 18th Annual Needham Technology & Media Conference
Comscore at the 18th Annual Needham Technology & Media ConferenceRESTON, Va., May 5, 2023 Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting...
04/05/2023
IPG Mediabrands' Investment & Intelligence Arm to Leverage Comscore's Local TV Data as Partnership Expands
IPG Mediabrands' Investment & Intelligence Arm to Leverage Comscore's Lo...
25/04/2023
Comscore to Announce First Quarter 2023 Financial Results
Comscore to Announce First Quarter 2023 Financial Results RESTON, VA, April 25, 2023 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transactin...
28/03/2023
Comscore Expands 48-hour Television Reporting for All National Networks and All Local Stations in All 210 Markets
Comscore Expands 48-hour Television Reporting for All National Networks and All ...
23/03/2023
Tubi announces first-to-market planning integrations and partnerships at Tubi connect
Tubi announces first-to-market planning integrations and partnerships at Tubi co...
22/03/2023
PubMatic Partners with Proximic by Comscore, Giving Media Buyers Scalable, ID-less Targeting Solutions
PubMatic Partners with Proximic by Comscore, Giving Media Buyers Scalable, ID-le...
08/03/2023
Who's Watching TV Releases Atlantis Reporting Solution
Whos Watching TV Releases Atlantis Reporting SolutionWWTVs online Atlantis tool provide access to Comscores new TV Pulse data, providing faster access to prelim...
28/02/2023
Comscore Reports Fourth Quarter and Full Year 2022 Results
Comscore Reports Fourth Quarter and Full Year 2022 ResultsFY Revenue of $376.4 million, up 2.6% from 2021 FY Net Loss of $66.6 million versus $50.0 million in ...
27/02/2023
Comscore Extends Measurement Partnership with Game Time with Boomer Esiason
Comscore Extends Measurement Partnership with Game Time with Boomer Esiason Sports Legend Boomer Esiason, JOY-CPW, Inc. production team renew three-year deal f...
14/02/2023
Comscore to Announce Fourth Quarter and Full Year 2022 Financial Results
Comscore to Announce Fourth Quarter and Full Year 2022 Financial ResultsRESTON, VA, February 17, 2023 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for pla...
28/02/2019
Comscore Reports Fourth Quarter and Full-Year 2018 Results
Comscore Reports Fourth Quarter and Full-Year 2018 ResultsTV and Cross-Platform Momentum Continues Alongside Reduction in Net Loss and Fourth Straight Quarter o...
20/11/2018
Fifty Seven Percent of EU5's Total Digital Population Visited a Food-Related Site in September 2018
Fifty Seven Percent of EU5's Total Digital Population Visited a Food-Related...
15/11/2018
Comscore Receives Full UKOM Approval of Mobile Metrix Solution
Comscore Receives Full UKOM Approval of Mobile Metrix SolutionMobile Metrix ensures the complete and actionable measurement of the mobile ecosystem in the UK ...
10/11/2018
Comscore Reports Third Quarter 2018 Results
Comscore Reports Third Quarter 2018 ResultsRESTON, VA., Nov. 8, 2018 - Comscore, Inc. (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluatin...
24/10/2018
comScore Brings Its Core Digital Data into a Single, Unified View
comScore Brings Its Core Digital Data into a Single, Unified ViewEnhanced solution enables holistic understanding of audiences for more efficient analysis and s...
11/10/2018
comScore Sets Date to Announce Third Quarter 2018 Financial Results
comScore Sets Date to Announce Third Quarter 2018 Financial ResultsRESTON, VA, Oct. 11, 2018 - comScore, Inc. (Nasdaq: SCOR), a trusted partner for planning, tr...