Young Males Like Black Ops Ad, Older Women, Not So Much

November 19, 2010 -

The Call of Duty: Black Ops ad that has inflamed columnists and moronic sports writers alike is also generating a split reaction from the general public.

Ace Metrix, a company that measures the effectiveness of television advertising, reports that the Black Ops ad scored high with male viewers, but offended older female viewers.

Among males between the ages of 16 and 20 years old, the ad scored 770 (out of 950), while among females aged 36-49, the ad scored 518.

Overall the ad clocked an “Ace Score” of 644, which the company said easily outperformed the average videogame ad score of 576.

Ace Metrix Chief Executive Peter Daboll said that the ad had “one of the highest attention scores that we’ve seen.”

Daboll added, “Women thirty-five and older did not like the ad, with many commenting about the violence, but then again they aren't likely to be in the market for war-based video games.”

Full Ace Score for the Black Ops ad, created by Omnicom Group's TBWA/Chiat/Day, Los Angeles, is below:

MeasureAce ScoreVideo Game Norm
Ace Score644576
Persuasion672618
Watchability               638606
Likeability                    714647
Information                617601
Attention                    755668
Change                     660634
Relevance                    654591
Desire                       673614

 


Comments

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

What, exactly, doesn't offend older women. And, if you found something that didn't offend older women, is there a likelihood that you'd want any part of whatever that thing was?

 

- When you look into the abyss, the abyss also looks into you.

- When you look into the abyss, the abyss also looks into you.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

So what you are saying is that the advertisement was a success.

I mean seriously... was anyone expecting to strike a chord in this commercial with the older female viewers to generate sales to that demographic? Yeah I didn't think so.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

Just a wild guess, but I'd say it has a lot to so with the fact that the ad doesn't feature anyone older women can relate to. There's no woman over 30 in the ad. There's no man over 40 either. When you aren't represented, it's not exactly a turn-on.

In short, 'No shit Sherlock'.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

Actually, the first thing you see is a 40 year old woman with a rifle, so I think that's what hit'em. Otherwise, yeah, I wouldn't expect a hardcore gaming trailer to hit it off with a bunch of housewives.

I think the point they were trying to make with this was "these are the people who should be playing Black Ops," and that's why I, and most gamers, I believe, loved it too (other than that one little girl, cause, after all, it IS an M-rated game).

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

There's no way the woman at the beginning of the ad is 40. I'd be surprised if she's 30. She looks about 25 to me.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

I propose the next study be focused on different age groups and genders determining on if they like soap operas.

Prediction- 40 year old, upper-middle-class stay-at-home housewives love soap operas, everyone else hates them.

HAY I DID IT

 

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

I wonder why they don't mention the Ace Score of women ages 16-20. My roommate and I, a 23 and 22 year old woman respectively, were talking about how great it is to see a commercial for a non-RPG/puzzle/cute pet raiser actually acknowledge that women may also find their game appealing.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

That is one of the strange thing about marketing demographics.. certain groups 'count' while others are mostly ignored.  Young males and middle aged females seem to be considered 'key' groups when talking about ads and marketing... everyone else is secondary.

Probably because of old gender stereotypes... young unattached males have spending power, and older females in control of the family resources have spending power.  So there are old ideas about who controls the pursestrings.... young females are assumed to have little buying power and middle aged males are assumed to not be in control of thier own budget.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

It's not that strange. You should always tailor your communication for your audience. It's similar to not advertising tampons to men.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

Yes, you should tailor to your audiance, but that is not the issue.  The issue is marketing deciding which audiance to go after based off out dated assumptions about who has money to spend.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

Comparing men in their teens with women in their 40s.  Perfect comparison.

Re: Young Males Like Black Ops Ad, Older Women, Not So Much

Well yes, they were in the age group that was still taught women should be passive and abhor violence in all of its forms otherwise they are not 'feminine'.   That kind of social programming is hard to shake off.

It is not till you hit the younger generation that you really start encountering 'yes Virginia, it really is ok for you to like these things'.

I think these stats are an excellent sign of social progress and gender equality over the last 20 years.

 
Forgot your password?
Username :
Password :

Poll

Will an M rating hurt Batman: Arkham Knight's sales?:

Shout box

You're not permitted to post shouts.
Andrew EisenSexy? In some ways, sure. Sexualized? No.02/26/2015 - 8:21pm
WonderkarpI'll say the same thing about Catwoman that you said about Dante.02/26/2015 - 8:21pm
Andrew EisenWhich has nothing to do with sexualization.02/26/2015 - 8:20pm
Wonderkarpbig muscle mc shirtless? Ironic since the Spartan Army, in which he was a part of, is infamous for its Homosexuality02/26/2015 - 8:20pm
Andrew EisenNow Dante is definitely sexualized at times. Of course, there's more to his character than that.02/26/2015 - 8:19pm
Andrew EisenYou don't need to show a penis to see it bouncing around in some dude's britches. Kratos is not sexualized. He's idealized. There's a difference.02/26/2015 - 8:18pm
Wonderkarpmaybe not as blatent, you'll never see Dead or Alive Man Beach Vollyball. But its still there02/26/2015 - 8:18pm
Wonderkarpas a Healthy Bisexual Man, I've lusted over Dante from Devil May Cry as much as I've lusted over Catwoman. :P02/26/2015 - 8:17pm
Andrew EisenOf course men get sexualized, just with nowhere near the frequency of female characters.02/26/2015 - 8:17pm
Andrew EisenMaybe she did talk about WoW. Who knows what other examples she provided?02/26/2015 - 8:16pm
Andrew EisenThe last one is "don't sexualize enemies you're supposed to beat up or kill" (again, suggestion, not rule) not don't allow violence against women with sexual themes (I'm guessing, as you cite GTA, you mean NPC strippers and prostitutes).02/26/2015 - 8:15pm
Wonderkarpthe fabioesque men? even Kratos? Thats man meat right there to be lusted over02/26/2015 - 8:14pm
WonderkarpWhat I will say is BS is her line that men dont get sexualized, and using their Dicks as an example in Comparison to breasts. There is no Comparison. You cant show a member in 99% of games. Breasts are in full focus and come in many shapes and sizes. But02/26/2015 - 8:13pm
Wonderkarpyeah. its not mandatory. and so long as there's no quota, I'm ok with it. Though I'm disapointed she didnt show World of Warcraft as an example of diverse female body types. sure there's only 1 single body type per race, but you got lots of differences02/26/2015 - 8:12pm
Andrew EisenSometimes you want to flaunt a character's butt. Nothing wrong with that. Remember, these are general guidelines for better female representation, not a list of "don't ever do any of this ever!"02/26/2015 - 8:11pm
WonderkarpI'm citing GTA specifically for that. But its never encouraged. Just one of a billion options presented.02/26/2015 - 8:09pm
Wonderkarpand violence against women with sexual themes? I dont see that being an issue this day and age. The whip weilding biker girls from Double Dragon was the 80s. Now outside of one or two games, Its not a thing.02/26/2015 - 8:08pm
WonderkarpI read her 8 things. I actually dont see any problem with them except for maybe the rear end thing. Catwoman is not the best example because she is freaking Catwoman. Catwoman has the Bootie. But I can see where it could be used in other situations.02/26/2015 - 8:06pm
Andrew EisenYeah, saw that earlier today. Nice write up. Would rather watch the talk itself but haven't found a video of it.02/26/2015 - 7:59pm
E. Zachary Knighthttp://kotaku.com/how-anita-sarkeesian-wants-video-games-to-change-168823172902/26/2015 - 7:53pm
 

Be Heard - Contact Your Politician