According to a new chart from comScore, men respond to commercials that makes superiority claims while women prefer to see solutions to their problems. It’s a sad, sexist state of affairs but we’ve seen the evidence on our TV screens for years. Female oriented commercials taught us how to remove ring around the collar, get a full serving of vegetables into our kids without a veggie on the plate, and look years younger and pounds thinner.
Commercials aimed at men promise faster cars, prettier women, adventure, and excitement. As unbalanced as it is, it’s hard to find fault when it’s a system that obviously works.
comScore also found that men in general are harder to persuade with advertising than women. Is this because men are more skeptical of ad claims, or could it just be a side effect of the fact that women are the majority buyers, controlling 75 to 80% of all dollars spent.