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:
| Measure | Ace Score | Video Game Norm |
| Ace Score | 644 | 576 |
| Persuasion | 672 | 618 |
| Watchability | 638 | 606 |
| Likeability | 714 | 647 |
| Information | 617 | 601 |
| Attention | 755 | 668 |
| Change | 660 | 634 |
| Relevance | 654 | 591 |
| Desire | 673 | 614 |
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.
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.