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 ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

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

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

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 ...

08/04/2026

SVG College Sports Media Awards 2026: Entry Deadline is Monday, April 13

The deadline to enter the 18th Annual SVG College Sports Media Awards in association with NACDA is rapidly approaching! Submit your entries to this year's c...

08/04/2026

SVG Campus Shot Callers: Trever Sheets, Senior Director, ACC Network, Virginia Tech

The Pittsburgh product helps lead more than 100 annual ESPN broadcasts as part o...

08/04/2026

SVG Sit-Down: Harmonic's Jean Macher on Turning Live Sports Content Into a Smarter Monetization Engine

Dynamic ad insertion, AI-based technologies, programmatic advertising are some o...

08/04/2026

Announcing the 2026 Fellows for the Sundance Institute Cultural Impact Residency on Sundance Collab

Seven Fellows Selected for Second Year of Residency in Honor of Social Justice L...

08/04/2026

From Tokyo to the World: Watch Bad Bunny's Billions Club Live Concert on Spotify

On March 7, Bad Bunny made history with his first-ever performance in Asia, taki...

08/04/2026

De Tokio para el mundo: Mira el concierto Billions Club Live de Bad Bunny en Spotify

El 7 de marzo, Bad Bunny hizo historia con su primera presentaci n en Asia, subi...

08/04/2026

Tube Lab from Fuse Audio Labs

New channel strip plug-in revealed The latest plug-in to be added to the Fuse Audio Labs line-up emulates a selection of vintage hardware units, combining c...

08/04/2026

Blue Cat Audio release Axiom 2.3

Guitar & bass multi-effects software overhauled Blue Cat Audio's flagship guitar and bass multi-effects software has recently received a significant upd...

08/04/2026

Merging Technologies launch Pyramix 16

PanNoir mixer integration, Dolby Atmos Renderer & more Merging Technologies have just launched Pyramix 16, the latest major update to their renowned DAW sof...

08/04/2026

Updating QUARTZ Router Module Firmware Over-The-Air

Applicable Products Part number Description QUARTZ-22-LTE (EU) Dual Port Dual SIM LTE Router (EU) QUARTZ-COMPACT-11-LTE (EU) Single Port Compact LTE ...

08/04/2026

YEP September 2025 Newsletter (2)

The September 19, 2025 YEP Newsletter highlights a group visit to the Academy Museum of Motion Pictures, where participants explored exhibits showcasing the art...

08/04/2026

Proven On Orbit: L3Harris Congratulates Missile Defense Agency for Receiving Top Defense Honor for HBTSS

The L3Harris HBTSS satellite is proven on orbit, successfully demonstrating trac...

08/04/2026

From Earth to Mars: Resilient Communications Powering the Space Economy

Image Credit: NASA. Artist rendering of a space communications satellite in orbit, representative of the resilient, multiband infrastructure supporting mission ...

08/04/2026

Precision in Practice: Flight Test Confirms Key Air-to-Air Capabilities

Latest evaluation validates image quality, Inertial Navigation System performance and long-range tracking in operational flight conditions....

08/04/2026

Gen Alpha Leads Shift to AI-Powered Entertainment Search, Discovery and Recommendations

New Gracenote study finds behavioral change well underway, but trust in AI-gener...

08/04/2026

Media Links to Focus on IP Transport Solutions at 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

08/04/2026

Telestream and Mimir Integration Facilitates Real-Time Pr...

Integration eliminates ingest bottlenecks by ensuring content is immediately usable across cloud and hybrid editorial workflows. See it at NAB 2026. Nevada Cit...

08/04/2026

Dalet Announces Commercial Availability of Dalia Bringing...

Dalet, a leading technology and service provider for media-rich organizations, today announced the commercial availability of Dalia, its media-aware, agentic AI...

08/04/2026

Synamedia unveils Senza Ignite to transform deployed devi...

Leading video software provider Synamedia today announced Senza Ignite, a cloud-based platform that transforms existing connected devices through a single firmw...

08/04/2026

Appear works with Corus to transform national news contri...

Modernised architecture increases operational control and agility, while reducing cost and simplifying nationwide media transport across affiliates and news bur...

08/04/2026

LynTec to Showcase High Density Power Control Solutions f...

Company to Feature DMX Dual Relay, High-Density 48-Channel Relay Panels, and New Private Label Power Program LynTec, a leading manufacturer of innovative ele...

08/04/2026

BCE integrates BCNEXXT Vipe to power cloud playout in Med...

Broadcasting Center Europe (BCE), a European media technology and services partner, today announces a technology partnership with BCNEXXT, a Netherlands-based c...

08/04/2026

Encompass Strengthens Global Media Operations with Expans...

Encompass Digital Media today announced the expansion of its Master Control Room (MCR) facility in Riga, Latvia, establishing it as one of the most advanced and...

08/04/2026

Synamedia lights up Las Vegas with innovations that will...

Leading video solutions provider Synamedia is back at The 2026 NAB Show with innovations that connect tomorrows audiences today. On display will be a range of t...

08/04/2026

COW Jobs: Director Needed for WWII Indie Docudrama

COW Jobs: Director Needed for WWII Indie Docudrama Brie Clayton April 8, 2026 0 Comments Director Needed for WWII Indie Docudrama March 17, 2026COW ...

08/04/2026

ESPN Expands Global Reach on Disney+

Share Copy link Facebook X Linkedin Bluesky Email...

08/04/2026

Broadcast Industry Initiatives Promise To Speed Adoption of ST 2110

Share Copy link Facebook X Linkedin Bluesky Email...

08/04/2026

Remembering Television's Role in the U.S. Bicentennial

Share Copy link Facebook X Linkedin Bluesky Email...

08/04/2026

Synamedia Unveils AI by Quortex

Share Copy link Facebook X Linkedin Bluesky Email...

08/04/2026

Carrie Healey Joins NAB as Vice President of Communications

Share Copy link Facebook X Linkedin Bluesky Email...

08/04/2026

Amagi Launches Newspulse

Share Copy link Facebook X Linkedin Bluesky Email...

08/04/2026

Marshall Electronics Unveils CV376 NDI HX3 HDMI POV Camer...

Marshall Electronics introduces its latest POV camera with the new CV376 Compact NDI |HX3 HDMI POV Camera at NAB 2026 (Booth C8339). Designed for versatile 4K c...

08/04/2026

Zixi Showcases Interoperable Live Video Workflows and Sat...

Zixi, a leader in live video delivery and workflow orchestration, enables interoperable live video workflows across multi-vendor environments, helping broadcast...

08/04/2026

Official trailer released for Sky Original action thriller Prisoner, starring Tahar Rahim and Izuka Hoyle

All episodes available on Thursday 30 April on Sky Atlantic and NOWWednesday 8 A...

08/04/2026

Agent from Above' Celebrates Divine Ascent to Global Ranking With Exclusive Cast and Behind-The-Scenes Photos

Back to All News Agent from Above' Celebrates Divine Ascent to Global Rank...

08/04/2026

Official Poster Revealed for 'My Two Cents,' the New Animated Series Created, Written and Directed by Zerocalcare

Back to All News Official Poster Revealed for My Two Cents, the New Animated Se...

08/04/2026

Champions Awards 2026 Finalists & Northern Marketing Festival

ICG is gearing up for a busy day on 14th May in Manchester. First up, we'll be joining the Northern Marketing Festival as one of the event's marketing ...

08/04/2026

How DPA solutions keep the Teatro Coln sounding like itself

The Teatro Col n in Buenos Aires is not a venue that tolerates compromise. Built in 1908 and routinely ranked among the worlds finest concert halls, it has an a...

08/04/2026

Kathryn Thomas questions if we can be Young Forever in new RT documentary

Young Forever: The Death of Ageing? airs Monday 13 April and 20 April on RT One and RT Player Around the world, the race to beat ageing is on. From cutting ...

08/04/2026

April 07, 2026

Scripps Research scientists uncover new mechanism cancer cells use to survive DNA damage Discovery reshapes understanding of how tumor cells repair broken DNA, ...

07/04/2026

NAB 2026: Ikegami USA To Launch Two New Viewfinders, Refine UHD Cameras

Ikegami USA will launch a refinement to the UHK-X700 and UHK-X750 3-CMOS -in. UHD cameras in the UNICAM XE series plus two new 7-in. viewfinders at NAB 2026 in...

07/04/2026

NAB 2026: NAB Leadership Foundation to Host Technology Students Career Mixer

The NAB Leadership Foundation and NAB PILOT will host a career mixer for technology students at NAB Show 2026 on April 18, 5-6:30 p.m., North Hall, Room N225/22...

07/04/2026

Survey: AVoIP Adoption Accelerating, With Interoperability and Security as Key Drivers

Audinate Group Limited and Futuresource Consulting have published results from a...

07/04/2026

NAB 2026: Eluvio Announces Commercial Availability of Content Fabric Bucharest Release

Eluvio has announced the commercial availability of its Content Fabric Bucharest...