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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Should ‘sexism’ factor into a video game’s rating?:

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Andrew EisenNo but it is defaulting to a very low volume. Not muted though.11/20/2014 - 10:14pm
MaskedPixelanteIs anyone else experiencing this weird Youtube glitch where, no matter what you had the volume set at last time, it defaults to muted no matter what?11/20/2014 - 10:07pm
MechaTama31What was wrong with Remember Me? I liked that one... >.>11/20/2014 - 8:50pm
AvalongodI tend to see the violence and sexism issues as different. Historically we know that the violence issue is overblown. But sexism is real. Better representations of women in games WILL happen.11/20/2014 - 7:35pm
Andrew EisenAnd unless I completely missed it, there's nothing in there about "how Pokemon in general is sexist but you gotta look deep for it."11/20/2014 - 5:10pm
Andrew EisenSeriously, you're upset, irked and fearful over an opinion piece that suggests the Pokemon demo would be better with more options and a better-written female character? SERIOUSLY?!11/20/2014 - 5:07pm
MaskedPixelantehttp://gamasutra.com/blogs/PugetAlain/20141118/230420/Nearly_Ripped_off_to_death_by_a_publisher__Get_better_by_yourself_and_wait_for_justice_Maybe.php Topware screws over an indie studio because they can.11/20/2014 - 5:01pm
Andrew EisenAre you SURE you provided the right link?11/20/2014 - 4:59pm
prh99And yeah that sucks, especially when bonuses are tied to it, but that is more a problem with crappy publisher policies and scoring in general than any discussion on what may or may no be sexism in games.11/20/2014 - 4:59pm
prh99But no one is on their legislative high horse or on the litigation war path, for that matter. The biggest effect is that a reviewer might give it a lower score and drag down their meta critic ranking.11/20/2014 - 4:56pm
Wonderkarpyup11/20/2014 - 4:51pm
Andrew EisenOh for crying out loud. Wonderkarp, I apologize for how rude this question is but seriously, did you actually read that article?11/20/2014 - 4:47pm
Wonderkarpits a stigma. people in power hear this crap and start getting on their legislative high horse. but I feel like we've already paid too much attention too a demo.11/20/2014 - 4:46pm
Andrew EisenHarm gaming how?11/20/2014 - 4:35pm
Wonderkarpcause it gets parroted around and is used by people to harm gaming like Jack Thompsons did with Violence. http://www.themarysue.com/pokemon-oras-sexism/ here's the article.11/20/2014 - 4:28pm
Andrew EisenNo idea why such an opinion would upset or irk you so I'd be interested in reading it. Got a link?11/20/2014 - 4:13pm
Wonderkarplook deep for it....reaching much. those kinds of people are what urk me.11/20/2014 - 4:07pm
WonderkarpI got upset the other day when a known feminist blog wrote a large article on how the demo to Pokemon Omega Ruby was Sexist cause you couldnt play as a girl. It was a Demo....who cares? but they went off on how Pokemon in general is sexist but you gotta11/20/2014 - 4:06pm
Andrew EisenHere's the panel that Sarkeesian quote from earlier comes from. Amazing what the proper context does, isn't it? https://www.youtube.com/watch?v=e0qxtKz2vZw11/20/2014 - 3:32pm
NeenekoSomething to keep in mind, we tend to look at physics as 'hard', but math and physics are trivial compared to soc/psych (I have worked in both), but FEELS like it should be simplier.11/20/2014 - 3:17pm
 

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