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58% ads target women exclusively, 35% target both genders: Kantar report

Friday, March 15, 2019

Marketers in India are missing potential opportunities to reach out to men in the categories where both genders are equal decision makers, according to a Kantar report. It revealed the disconnect between consumer and business opinions of gender portrayals in advertising.

The AdReaction report noted that 58 percent ads on air target women exclusively, and only 35 percent are targeted towards both genders.

While the clear majority of marketers globally (more than 75 percent) think they are avoiding gender stereotypes, 76 percent of female consumers and 71 percent of male consumers believe that the way theyre portrayed in advertising is completely out of touch, it said. It noted that globally, gender-balanced brands drive greater brand value while brands that skew towards men tend to underperform and are valued on average USD 9 billion less, while only one in three brands achieve this balance in India.

In the wake of the 'MeToo' movement, the industry globally claims they are actively designing for both genders and representing them in a progressive context. But less female marketers are convinced with the way theyre portraying men in the advertisements, it said.

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