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 :

Shout box

You're not permitted to post shouts.
ZippyDSMleeuuuhhhggg in other news been sick since last night.....uuhggg.....I iwsh it did not hurt so much when my tummy wants to leave my body..02/28/2015 - 11:39pm
ZippyDSMleeBrings me to the Q why alt costumes would be needed in competition anyway... http://www.eventhubs.com/news/2015/feb/28/dead-or-alive-community-aims-ban-over-120-overly-sexualized-costumes-dead-or-alive-5-last-round/02/28/2015 - 11:36pm
MonteThough from a business side, i would agree with the article. While it would be smarter for developers to slow down, you can't expect EA, Activision or ubisoft to do something like that. Nintnedo's gotta get the third party back.02/28/2015 - 4:36pm
MonteThough it does also help that nintendo's more colorful style is a lot less reliant on graphics than more realistic games. Wind Waker is over 10 years old and still looks good for its age.02/28/2015 - 4:33pm
MonteWith the Wii, nintnedo had the right idea. Hold back on shiny graphics and focus on the gameplay experience. Unfortunatly everyone else keeps pushing for newer graphics and it matters less and less each generation. I can barely notice the difference02/28/2015 - 4:29pm
MonteON third party developers; i kinda think they should slow down to nintendo's pace. They bemoan the rising costs of AAA gaming, but then constantly push for the best graphics which is makes up a lot of those costs. Be easier to afford if they held back02/28/2015 - 4:27pm
Matthew Wilsonhttp://www.forbes.com/sites/insertcoin/2015/02/28/the-world-is-nintendos-if-only-theyd-take-it/ I think this is a interesting op-ed, but yeah it kind of is stating the obvious.02/28/2015 - 2:52pm
prh99The government probably doesn't need an app, but I was think more along the lines of a company that was going to sell the collected info. “If you're not paying for the product, you are the product” sometimes even if you pay.02/28/2015 - 1:50pm
E. Zachary KnightWhat better way for the government to keep track of you than to get you to install an app that lets you insult the government.02/28/2015 - 11:03am
prh99No, but I looked it up and it's basically spyware. Their privacy policy says their apps tracks among other things your location and browsing habits via cookies.02/28/2015 - 8:20am
Ryan RardinHas anyone here heard of an app called iCitizen? It's basically Yelp for politicians.02/28/2015 - 5:16am
Andrew EisenAh, not linked in the way you (and everyone else) want and expect. That's true.02/27/2015 - 10:06pm
Matthew Wilsonthey are not linked in a way that tracks purchases though. the fact that they have to send a code for the other system shows that they are not linked in the way it counts.02/27/2015 - 9:39pm
Andrew EisenAccounts are already linked. Have been for quite a while. Also, Mario vs. Donkey Kong was announced as a cross-buy title during last January's Nintendo Direct.02/27/2015 - 9:25pm
Matthew Wilsonhttp://www.vg247.com/20…/…/27/olli-olli-3ds-wii-u-cross-buy/ I wounder if this is a sign that Nintendo may finally link accounts across the 3ds/wiiu in the near future.02/27/2015 - 9:18pm
prh99http://www.romanoriginals.co.uk/invt/70931?colour=Blue The dress does comes in white and blue but both have black lace and a sheer back top, I don't see gold or brown. 02/27/2015 - 8:54pm
ZippyDSMleeDungeons was a so bad so good game to me so I been keeping up with its sequel which will more of a Dungeon Keeper clone. As for pre order out of 7 preorders I was not burnt by 2... Add my contempt of most of modern game design.Ya I have all kinds of hurt.02/27/2015 - 8:40pm
MechaTama31I don't even want to know...02/27/2015 - 8:22pm
ZippyDSMleeFun? I can do fun…. I think LOL. Dungeons 2 is on preorder but not via steam... >> Hell I am breaking all kinds of personal butthurt rules to even THINK about pre order...02/27/2015 - 8:12pm
E. Zachary KnightHad some fun discussions about that dumb dress on Facebook. I opened the original picture in GIMP and sampled the colors and determined them to be Blue and Gold. People still say I am wrong.02/27/2015 - 7:41pm
 

Be Heard - Contact Your Politician