Do men and women respond differently to ads?

While at an overall level, men and women give similar ratings to ads, they respond differently to individual ads. Men are more likely to enjoy ads featuring humor, distinctive creative styles, and sexual imagery, while women are more likely to enjoy ads featuring children or a slice of life.

Overall, ratings are similar

At an overall level, we observe little difference in the way men and women respond to advertising. The following chart looks at key TV Link measures (enjoyment, active involvement, branding, news, credibility, difference, and relevance) for U.S. English ads for which the test sample consisted of both men and women; there is little difference in the scores given by men and women.

Men vs Women – no real differences
Men versus Women: No real differences