Sony Pixel Power calrec Sony

SeeHer, in partnership with Comscore, unveils industry-first Gender Equality Measurement for digital platforms

21/08/2023

SeeHer, in partnership with Comscore, unveils industry-first Gender Equality Measurement for digital platforms at ANA Data, Analytics And Measurement ConferenceGEM , the global gold standard for measuring gender bias in media and marketing, has now been expanded to digital planning and buying through GEM Audiences' on Comscore's Plan Metrix platform.

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

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

02/04/2026

Evergent showcases innovations in sports streaming and mo...

Evergent will showcase new innovations in subscriber lifecycle management and monetization at NAB Show 2026 (Las Vegas, April 18 22), including: New advances i...

02/04/2026

Binghamton University Strengthens Student Run Productions...

WUPPERTAL, Germany April 1, 2026 Riedel Communications is proud to be part of Binghamton University, State University of New York, Athletics' milestone...

02/04/2026

Techex and Encompass Launch Industry-Leading Cloud-Based...

Encompass Digital Media and Techex have today announced new, fully managed, cloud-native Master Control services designed to meet the growing operational demand...

02/04/2026

Winning in the new media economy - Avid debuts fully avai...

Avid today announced it will showcase new innovations designed to help media companies win in the new media economy at NAB Show 2026 (April 18 22, Las Vegas Co...

02/04/2026

PlayBox Neo reinforces MIMO Tech with new Playout capabil...

PlayBox Neo helps AIS PLAY kick-off premier football content direct to fans PlayBox Neo has provided MIMO Tech with a brand-new major installation to extend it...

02/04/2026

Globo transitions primary distribution to SRT over IP wit...

Globo has transitioned its primary content distribution to Secure Reliable Transport over a fully IP-based managed backbone using Synamedia's Quortex PowerV...

02/04/2026

Nexstar Says Pausing Tegna Merger Creates 'Impossible' Challenges

Share Copy link Facebook X Linkedin Bluesky Email...

02/04/2026

FCC Launches Efforts to Strengthen U.S. Drone Ecosystem

Share Copy link Facebook X Linkedin Bluesky Email...

02/04/2026

WAPA+ to Launch on Dish, DishLatino, Sling TV and Sling Freestream

Share Copy link Facebook X Linkedin Bluesky Email...

02/04/2026

Student Spotlight: Al-Fadl Salem

Student Spotlight: Al-Fadl Salem The Danish singer recently performed for the queen of Denmark. April 1, 2026 By Editorial Staff Image by Junia Morrow Wh...

02/04/2026

Taku Hirano's Career Is Defined by Identity

Taku Hirano's Career Is Defined by Identity Whether he's performing, composing, teaching, or developing instruments, the do-it-all percussionist sees ...

02/04/2026

Continuing to connect with Young Ireland: 2FM Announces Brand-New Daytime Schedule

2FM Breakfast to extend on weekday mornings from 6am to 10am Doireann Garrihy m...

02/04/2026

RT NEWS ANNOUNCES BARRY LENIHAN AS NEW POLITICAL CORRESPONDENT

RT News & Current Affairs is pleased to announce the appointment of RT Radio 1 reporter, Barry Lenihan, as Political Correspondent. Barry has reported across...

02/04/2026

Press Start on April: GeForce NOW Brings 10 Games to the Cloud

No joke - GFN Thursday is skipping the tricks and heading straight into the games. April kicks off with ten new titles, bringing fresh adventures to GeForce NOW...

01/04/2026

SVG New Sponsor Spotlight: Flowstate AI's Sahil Shah on Transforming Video Content with Intelligent AI Agents

As sports media organization continue to seek out new ways to streamline their p...

01/04/2026

SVG GFX Forum 2026: Sessions Now Available to Watch on SVG PLAY

The SVG GFX Forum hit New York City earlier this month for a day packed with sessions focused on the creative strategy and technology behind today's cutting...

01/04/2026

From Buenos Aires to Mexico City, EQUAL Days Bring Latin America Together for Women in Audio

This year, Spotify celebrates the five-year anniversary of EQUAL, our global pro...

01/04/2026

FourFingers announce Tape Splice Pro plug-in

Analogue-style tape splicing in the digital domain In this era of digital recording and multiple layers of Undo, it seems that the fading art of tape splici...

01/04/2026

Zero G introduce Morphology Evolved

Latest release introduces new Orbita Engine Zero G's latest release marks the start of a new series of libraries, as well as introducing an all-new engi...

01/04/2026

Warm Audio introduce the WA-8TRX

Until now, one format has largely been left behind Warm Audio's extensive product range includes modern-day recreations of all manner of sought-after s...

01/04/2026

The Crow Hill Company announce Crystal Pianos

A piano with glass vessels for strings! The Crow Hill Company's recently released Gong Piano offered a refreshing new take on piano libraries, harnessin...

01/04/2026

ESSENCE RS from Aim Audio

Remote Streaming Studio Condenser Aim Audio have just revealed their latest creation, the ESSENCE RS Remote Streaming Studio Condenser, which becomes the wo...

01/04/2026

Call for NFVF funding applications to attend Film Festivals and Markets taking place from 08 - 31 May 2026

The National Film and Video Foundation (NFVF) is pleased to announce that the ca...

01/04/2026

AgileTV powers Liwest's next-generation TV experience with the launch of next IPTV platform in Austria

Bilbao, April 1st, 2026 - AgileTV, a leading provider of end-to-end TV technolog...

01/04/2026

Green Hippo Debuts Hands on Hippotizer Media Server Train...

Green Hippo is excited to announce the launch of its new Hippotizer Media Server training courses at Pixel Academy, a purpose built AV learning hub combining ha...

01/04/2026

TAG Video Systems and Oracle Cloud Infrastructure Partner...

TAG Video Systems, a global leader in IP-native broadcast monitoring, multiviewing, and quality control, today announced a collaboration with Oracle Cloud Infra...

01/04/2026

Professional Wireless Systems PWS Takes on Intercom and R...

Professional Wireless Systems (PWS), a leading provider of wireless audio solutions and RF management, was on site at the Caesars Superdome in New Orleans, wher...

01/04/2026

AgileTV powers Liwest next generation TV experience with...

AgileTV, a leading provider of end-to-end TV technology solutions, has deployed next , the new IPTV platform of the Austrian telco LIWEST, marking the first st...

01/04/2026

LTN and Ateme partner to deliver integrated video process...

LTN, a leader in fully managed IP video transport, and Ateme, a global leader in video compression and delivery solutions, today announced a collaboration integ...

01/04/2026

Adobe Unveils Powerful New Innovations for Creative Pros in Adobe Illustrator

Adobe Unveils Powerful New Innovations for Creative Pros in Adobe Illustrator Deepa Subramaniam April 1, 2026 0 Comments I'm excited to share that...

01/04/2026

Boland Communications Introduces QD4K315HDR10 QD-OLED Series Monitors for Live Production, Film, Post, and Broadcast

Boland Communications Introduces QD4K315HDR10 QD-OLED Series Monitors for Live P...

01/04/2026

2026 NAB Show Exhibitor Insight: Evertz

Share Copy link Facebook X Linkedin Bluesky Email...

01/04/2026

Judge Blocks Order Barring NPR and PBS From Funding

Share Copy link Facebook X Linkedin Bluesky Email...

01/04/2026

Nikon to Sell Mark Roberts Motion Control

Share Copy link Facebook X Linkedin Bluesky Email...

01/04/2026

Mediagenix Showcases Semantic Intelligence-Powered Title Management, Schedule Optimization, and Personalization at NAB 2026

Mediagenix Showcases Semantic Intelligence-Powered Title Management, Schedule Op...

01/04/2026

FCC Approves WJAX-TV License Transfer to Cox

Share Copy link Facebook X Linkedin Bluesky Email...

01/04/2026

Scripps Sports Ink Deal for Ion to Air 2026 Teal Rising Cup

Share Copy link Facebook X Linkedin Bluesky Email...

01/04/2026

UK Group Companies Unveil NAB Show Plans

Share Copy link Facebook X Linkedin Bluesky Email...

01/04/2026

Victoria Mont Brings the Multi-Hyphenate Mindset to Career Jam 2026

Victoria Mon t Brings the Multi-Hyphenate Mindset to Career Jam 2026 The Grammy-winning singer, songwriter, and producer shared how versatility and self-inves...

01/04/2026

UKTV announces expanded remit for Jonathan Newman and appoints David Swetman as Director of Content Partnerships & Sales

UKTV today announces that Jonathan Newman has formally stepped into the role of ...

01/04/2026

Rite of Spring - Save on Ivory 3 German D and American Concert D

A New Season of Expression: Save 30% On Ivory 3There are moments in music when everything changes-when new ideas break through and redefine what's possible....

01/04/2026

Binghamton University Strengthens StudentRun Productions With Riedel's SimplyLive RiMotion R12

Wuppertal April 1, 2026 Binghamton University Strengthens Student Run Producti...

01/04/2026

A Demon Falls for a Human in 'Long Vacation': Netflix Greenlights New Romance Series from Director of 'Crash Landing on You'

Back to All News A Demon Falls for a Human in Long Vacation: Netflix Greenlight...

01/04/2026

All WWE Is Now Live Only on Netflix in Italy

Back to All News All WWE Is Now Live Only on Netflix in Italy Entertainment 01 April 2026 GlobalItaly Link copied to clipboard ALL WWE IS NOW LIVE ON NET...

01/04/2026

TDF Expands Broadcast Channel Lineup with Harmonic

Harmonic's Media Processing Solutions Maximize Bandwidth Efficiency for Terrestrial Broadcast Delivery SAN JOSE, Calif. - April 1, 2026 - Harmonic (NASDAQ: ...

01/04/2026

RT and Virgin Media Television kick off comprehensive freetoair coverage of the 2026 Women's Six Nations Championship

Rugby fans won't miss a moment of the action this spring, with full Women...