The Unstereotype Metric

The Unstereotype Metric is a single measure metric that can be added to any advertising research, pre- or post-test. It was developed with Kantar and validated in multiple countries to help advertisers discriminate between progressive and regressive gender portrayal of characters in advertising, both in developing and well as developed markets.

Depending on whether the ad has (1) female characters only/ (2) male characters only / (3) both female and male characters, the UM question changes as follows:

UM1: FEMALE UNSTEREOTYPE ALLIANCE MEASURE

How much do you agree or disagree with the following statement?

This advertising presents a positive image of the female character/s that sets a good example for others

Strongly agree / Somewhat agree / Neither agree nor disagree / Somewhat disagree / Strongly disagree

UM2: MALE UNSTEREOTYPE ALLIANCE MEASURE

How much do you agree or disagree with the following statement?

This advertising presents a positive image of the male character/s that sets a good example for others

Strongly agree / Somewhat agree / Neither agree nor disagree / Somewhat disagree / Strongly disagree

Empirical evidence from the UM testing shows that progressive gender portrayal drives business outcomes. For example, In the technology vertical, through UM testing across Kantar’s database shows that ads that were rated strong on the UM for positive gender portrayal of women (compared to rest) were:

• 2.7x times better on Ad Likeability
• 3.3x times better on Purchase Consideration
• 1.3x times higher on Brand Opinion

The UM along with its market level norms are offered at zero cost to all Unstereotype Alliance members.

For more information on the Unstereotype Metric click here.