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.

 
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Andrew Eisen"Let me sink my claws into your flesh to prove my love!"02/01/2015 - 5:49pm
Goth_SkunkAs for her hindclaws, I'm incredibly blessed: She trims those herself. It's amazing!02/01/2015 - 5:47pm
Goth_SkunkThankfully she's not scratching anywhere she isn't supposed to, but when she climbs up into my lap and kneads at my stomach or arm, I prefer dull claws to the pinpricks she had today.02/01/2015 - 5:47pm
Andrew EisenSure, sure. If she's scratching things she's not supposed to, trimming is a better solution than declawing. Hard for them to groom with no claws.02/01/2015 - 5:41pm
Goth_SkunkShe does, but those items don't do a thing to keep claws dull. In fact, they help sharpen them. Cats are going to scratch. It's instinctive. Even if they've been declawed, they'll still execute the behaviour on a surface pleasant to them.02/01/2015 - 5:36pm
Andrew EisenAn indoor cat I'm guessing. Does she not like to use scratching posts or things of that sort?02/01/2015 - 5:28pm
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WonderkarpMonte : Its kind of hard to ignore that commentary when companies you patron invite the commentators into their halls to "Better Themselves".02/01/2015 - 4:33pm
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prh99MechaTama: I don't know his motive for asking, he could be just trying to cause trouble. If not he waited too long and in either case should just give up.02/01/2015 - 1:39pm
MonteIf you don't like someone's commentary; simply ignore them. Do not give them ANY kind of attention; even negative attention gives them traffic. If they're wrong and their opinions cant stand on their own merits, they will simply fade away into obscurity.02/01/2015 - 1:17pm
IanCBut of course no one on the GG side has been harassed. Nope. None at all. BS. Both sides are acting like children. No, I take that back, CHILDREN are better behaved.02/01/2015 - 12:25pm
MechaTama31Of course, that advice is only really useful if you are one of the harassers...02/01/2015 - 11:50am
prh99Maybe it's time to rethink your strategy if your enemy doesn't have to make stuff up.02/01/2015 - 5:01am
prh99Also if you don't like someone, harassment and scandals will only get them more attention. Zoe Quinn would probably not be as well known if not for various harassers.02/01/2015 - 5:00am
prh99Personally, I just clicked the three vertical dots the first YouTube recommended one, haven't seen one since. Too bad I can't get rid of Pewdiepie video recommendations that easily.02/01/2015 - 3:19am
prh99Just don't watch the videos, who cares what she does or doesn't do. If her audience likes it so be, if they think she's doing something she shouldn't they'll stop watching.02/01/2015 - 3:14am
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Andrew EisenWasn't on the list but we can certainly talk about it.01/31/2015 - 8:45pm
 

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