Measuring Gender Imbalance in Advertising
The portrayal of women in advertising has evolved over time, reflecting changing societal norms and cultural expectations. However, in recent years, there has been a resurgence of gender stereotypes portrayed in advertising, particularly regarding how women are presented.
For instance, CreativeX's 2024 Gender in Advertising report demonstrates this disparity, as men are 23 percent more likely to appear in physical roles and 23 percent more likely to appear in professional roles than women in advertisements. Meanwhile, women are portrayed 19 percent of the time in familial roles and only cast in leadership roles 3.4 percent of the time.
As the disparity continues, the advertising industry needs to evaluate and address the implications of this type of behavior on their target audiences and how media measurement can help address these issues. When advertisers rely on outdated stereotypes, they perpetuate limiting perceptions of women's societal roles. By portraying domestic tasks and responsibilities as the central focus of women's lives, brands employing this strategy risk alienating a substantial portion of their consumer base. Even a modest 30 percent of customers outside the intended target audience could feel excluded by messaging that suggests their needs and interests are irrelevant.
Additionally, while it may seem like a brand's target audience falls within a particular demographic, such as a 28-year-old mother, many individuals in that demographic may not live their lives in a way that conforms to traditional expectations of parenthood and primary shopping. There is value in considering other demographics (such as older parents, fathers, caretakers) and how they interact with your brand.
As the industry continues to evolve past a biased mentality, advertisers can utilize media measurement to not only identify such trends but also start taking action toward correcting them. How can we do this?
Beyond deeper insights into audience demographics, what should advertisers be measuring more closely to avoid — and ultimately correct — falling victim to stereotypical and outdated storylines for women? If advertisers measure their entire advertising campaigns with a partner that can deliver deep demographic insights, they will be able to learn what specific groups are resonating with their products and ad messages, and potentially pick up new focus audiences or target groups to advertise to. Discovering these unexpected audiences can be highly beneficial, as it allows advertisers to expand their reach and tailor their messaging to a broader spectrum of consumers.
Media measurement has emerged as a critical tool in addressing the prevalent issues of gender imbalance and misrepresentation in advertising. With the availability of reliable and sophisticated tools, advertisers can now track the performance and impact of their advertising campaigns on brand perception and sales.
Take the Stanley tumbler, for example. First marketed to workmen with a high emphasis on the outdoors and adventure, Stanley stumbled upon a new and previously untargeted female audience who also finds joy in a well-insulated water bottle. This new audience launched the Stanley Quencher into internet virality, boosted by the rise of social media, and has become the brand's top-selling product. Now an astronomical success, one can only imagine what could have been if Stanley had considered what other audiences looked like outside the one they prioritized.
By leveraging media measurement, advertisers can create advertising campaigns that are not only effective in driving sales but also contribute positively to society, like Nike's Dream Crazier campaign. By not alienating, but rather empowering, their female audience and effectively flipping the narrative around "crazy, hysterical women," Nike tapped into a meaningful message that challenged antiquated stereotypes and promoted diversity in advertising.
In today's globalized and interconnected world, media measurement has become an indispensable tool for responsible and impactful advertising that creates a more inclusive and equitable advertising landscape.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Laura Manning, SVP of measurement at Cint.