Are Media has unlocked what makes women laugh and how brands can better use humour to improve ad receptivity as part of The Positivity Project, a network-wide initiative celebrating the power of humour and positivity in women’s lives in partnership with Kellogg’s Special K.
Launched last night at Sydney’s iconic Mary’s Underground with comedian Becky Lucas (pictured) and Peking Duk, in front of an audience of advertisers and media agency executives, Are Media revealed the findings of ‘HUMOUR’, a major research study into the use of humour in advertising, using cultural analysis, quantitative and qualitative analysis and AI-driven semiotics of social media posts.
The research will be used to inform editorial and commercial content across Are Media’s portfolio of brands as part of The Positivity Project, which will highlight the impact positivity has on health and wellness, inspiring women to find joy through laughter.
According to the findings, women are more likely than men to use humour when they are worried or stressed, 87 per cent of women compared to 82 per cent of men, and when they are grumpy or in a bad mood, 84 per cent of women compared to 74 per cent of men.
Research from Kantar has found that humour improves ad receptivity for both men and women more than any other ad characteristic.
However, data from UK Kantar research shows only 22 per cent of ads that feature women use humour as a marketing tactic, compared to 51 per cent featuring men.
Nat Bettini, research director at Are Media said: “Now more than ever laughter is an important survival tool regardless of gender. It is an intrinsic part of the Australian identity and helps achieve a sense of meaning, fulfilment and contentment and yet advertisers, brands and their creative partners are missing a trick when it comes to using humour to engage women.”
“Evidence from our own brands also shows humour drives improved interaction. Humorous marie claire Instagram posts achieve three times higher engagement, and for The Australian Women’s Weekly it’s more than twice. There’s no doubt we have come a long way from the days when women were punch lines to mens’ jokes, but more can be done to use humour in advertising targeting women as we know it delivers results.”
The study, which was conducted in partnership with The Lab, found that using humour doesn’t have to be a belly laugh, but can be as small as a wry smile. It identified five ways brands can use humour to make her laugh, make that emotional connection and ultimately impact the path to purchase.
This includes Modern Wit, which reflects on life’s ups and downs to get to the truth and ultimately make us feel less alone, to Tender Togetherness, celebrating our closest bonds, strengths and imperfections. Each of the five humour archetypes have then been matched to various product categories seen as best suited to achieve the greatest cut through with women.
Andrew Cook, director of sales at Are Media added, “this ground breaking research will help inform our advertising partners on how they can better engage with women by using humour in their marketing. Our brands and commercial solutions team are currently working directly with advertising partners, using the insights we have gathered to engineer their content and campaigns to make her laugh.”
“As a business we’re committed to having the deepest understanding of Australian women. I want to thank Special K for partnering on The Positivity Project which will feature across our portfolio of premium content brands including Marie Claire, ELLE.com.au, Who, Woman’s Day and Now to Love.”
* Kantar AdReaction 2019, Getting Gender Right.
Please login with linkedin to commentAre Media
Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]
Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]