Comscore Integrates SeeHer's Gender Equality Measure

In the US, Comscore has partnered with the ANA's SeeHer movement and announced the launch of GEM Audiences, a digital planning tool providing advertisers with insights into the significance of gender equality for their target groups.

SeeHer was launched by the Association of National Advertisers (ANA) in 2016, in collaboration with www.thefemalequotient.com , and aims to combat gender bias in advertising and media. The movement's Gender Equality Measure (GEM), a previous winner of ESOMAR's Research Effectiveness Award, is a methodology that quantifies gender bias in ads and programming, which the organisation says 'proves that content accurately portraying women and girls dramatically increases purchase intent and brand reputation'. The movement also addresses representation of women in specific verticals via SeeHer In Sports, SeeHer Hear Her (music) and SeeHer Health.

Comscore has now embedded the organisation's Gender Equality attributes in its Plan Metrix Suite to produce GEM Audiences in Comscore. Latha Sarathy, Chief Research Officer of the ANA and SeeHer, says the partnership 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'. Christine Guilfoyle, President of SeeHer ANA adds: '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'.

According to Danan Ren (pictured), SVP and Head of Client Insights at the measurement firm, '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. 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'.

Web sites: www.comscore.com and www.seeher.com .