The SeeHer in Sports Scorecard Powered by AT&T is a new measurement tool to quantify gender equality in the industry and will be utilized by brands, leagues, teams, venues, and media organizations who work in and market to sports consumers.
NEW YORK, September 28, 2022--(BUSINESS WIRE)--SeeHer, the leading global movement to eliminate gender bias in media and advertising, and AT&T* have joined forces to establish the SeeHer in Sports Scorecard Powered by AT&T. The scorecard provides measurement tools for key stakeholders in the industry, including brands, sports leagues, and media organizations, to quantify and benchmark their gender equality initiatives and programming. The information collected from the scorecard will provide crucial insight into representation in sports and will allow the industry to better reflect and connect with women consumers around the globe.
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SeeHer and AT&T began working on this resource after noticing a lack of progress in measurement and comprehensive assessment tools focused on the representation of women in sports. Inspired by SeeHer’s Gender Equality Measure® (GEM®), the first data-driven methodology to identify gender bias in media, AT&T utilized their scale and resources to help establish the scorecard. Featuring a three-part framework across awareness, representation, and improvement, the scorecard allows stakeholders to quantify and benchmark their gender equality initiatives by answering a handful of questions. Respondents are also encouraged to confidentially share their responses with SeeHer to help establish industry-wide benchmarks, which will drive real change for women and girls in sports.
"The current ecosystem of inequities for women in sports is vast and deep," said Kellyn Smith Kenny, Chief Marketing & Growth Officer, AT&T. "To create momentum and transformational change, we all have a role to play. Like all great sports teams throughout history, we must rally around a shared objective, work together, leverage our strengths, and inspire one another to pursue excellence. Only then will we begin to unlock what’s truly possible."
Established in 2019 by SeeHer, whose members include media, marketing, and entertainment leaders, SeeHer in Sports works to improve and increase the visibility and distribution of women across the industry. AT&T, a member of the SeeHer movement, has been a leading voice for SeeHer in Sports since its inception.
"Whether on the field, in the stands, watching on TV, or at retail, women and girls are actively participating in the sports industry. It’s time we see her represented on screen," said Jeannine Shao Collins, President, SeeHer, Association of National Advertisers. "We established SeeHer in Sports to help evolve how advertising and media include women in the conversation. This scorecard will change how women are represented in sports."
The scorecard can be accessed here.
SeeHer is the leading global movement of media, marketing and entertainment leaders committed to the accurate depiction of women and girls in advertising and media. Launched in 2016 by the Association of National Advertisers (ANA) in partnership with The Female Quotient (The FQ), SeeHer is changing how females are portrayed in media. To help members benchmark success, SeeHer spearheaded the development of the Gender Equality Measure® (GEM®), the first research methodology that quantifies gender bias in ads and programming. GEM® proves that content accurately portraying females dramatically increases both purchase intent and brand reputation. The GEM® methodology quickly became the industry standard, winning the prestigious ESOMAR Research Effectiveness Award in 2017 and leading to its global rollout in 2018. Since 2019, the movement has expanded its verticals to include sports (SeeHer In Sports) and music (SeeHer Hear Her).
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