GEM® is the first data-driven methodology for identifying gender bias in media.
How We Work With Members Our ImpactTo help benchmark success, in 2016 SeeHer developed the Gender Equality Measure (GEM®), the first research methodology that quantifies gender bias in ads and programming. GEM® has become the global measurement standard, measuring 300,000+ ads, representing 87 percent of worldwide ad spend.
Ads with positive GEM® scores drive purchase intent by 42% among total and female consumers.
Higher GEM® scores equal a 56% increase in brand reputation.
Positive ROI tied to high GEM® scores increase sales by 2 to 5x.
GEM®
Quantifies consumer reactions to the portrayal of women in advertising.
GEM®
Scores captured for the top Nielsen-rated scripted shows and select member-requested content twice a year for use by marketers in media planning and buying decisions.
GEM®
Groundbreaking attribution analysis correlating high GEM® scoring ads and programming with incremental sales lift.
GEM®
Measures the quality and accuracy of portrayals of women in ads with a specific focus on African American and Hispanic & Latinx respondents.
GEM®
Measurement available in 14 countries, representing 87% of global ad spend.
GEM®
Quantifies consumer reaction to the portrayal of women and girls in digital video.
GEM®
Quantifies consumer reaction to the portrayal of women and girls in magazine ads.
Unlock a deeper understanding of how your content performs vs GEM® norms. Activating GEM® is a turnkey process for our members.
How We Work With MembersJoin a coalition of marketing and media leaders passionately driving accurate representation of women and girls. It's good for society and it's good for business.
Learn MoreSources: ANA SeeHer | ABX, Q4/2017-Q2/2021, SeeHer GEM® Lift Study, IRI, ABX
