You will be redirected back to your article in seconds

Association of National Advertisers Gives Debut #SeeHer Award to NBC’s ‘This Is Us’

The Association of National Advertisers awarded the NBC drama “This Is Us”  its first #SeeHer programming award, a nod to the series’ depictions of women and girls.

The new award is expected to be handed out annually to primetime programming “that pushes boundaries on changing stereotypes and recognizes the importance of women and girls in media,” the trade group said. The ANA represents more than 1,000 companies with 15,000 brands that collectively spend or support more than $400 billion in marketing and advertising annually.

NBC and Dan Fogelman have delivered smart, sophisticated storytelling that celebrates life in all of its diversity and complexity,” said #SeeHer chair Stephen Quinn, in a prepared statement. “’This Is Us’ represents the values and the aspirations of our #SeeHer movement. It is a remarkable achievement, powerful television, the kind of programming that #SeeHer advertisers want to support. We congratulate the talented women and men ‘in front and behind the camera’ that make this such a great show.”

The group also cited the show’s diverse cast, crew and writers’ room as factors in its decision to give the program the award.

The group’s #SeeHer initiative aims to improve the accuracy of portrayals of women and girls in media by 2020, the 100th anniversary of women gaining the right to vote. More than 60 advertisers representing $50 billion in ad spending have joined the effort, and executives at the helm of  #SeeHer have begun forging partnerships with  showrunners, broadcast and cable networks and talent agencies. The group uses a research tool known as a “gender equity measure” that examines portrayals of women in ads and TV programming by asking consumers about gender characteristics. The group said its “G.E.M. score” has been incorporated into ad copy testing, media strategy and creative development. It produces the scores twice a  year for top-rated Nielsen programs.

“NBCUniversal has enthusiastically made a full portfolio commitment to #SeeHer,” said Linda Yaccarino, chairman of advertising and client partnership at NBCUniversal, in a prepared statement. “By creating opportunities for advertisers to support this movement in our top programs, we’re giving the ultimate platform to promote accurate portrayal of women and girls in all media.”

This Is Us, created by Dan Fogelman and produced by 20th Century Fox Television, scored the highest “GEM” score of primetime broadcast programming for the 2017-18 viewing season, the group said. The series tells the story of the Pearson family across several decades, and stars Mil Ventimiglia, Mandy Moore, Justin Hartley, Chrissy Metz and Sterling K. Brown.


More TV

  • A.P. BIO -- "Melvin" Episode 208

    'AP Bio' Canceled After Two Seasons at NBC

    “AP Bio” has been canceled at NBC. Series creator Mike O’Brien shared the news with fans on Twitter, writing that “This has been my favorite project of my life.” In the single-camera comedy, Glenn Howerton portrayed a disgraced Harvard philosophy scholar who lost out on his dream job and was forced to return to Toledo, [...]

  • James Holzhauer $2 million

    'Jeopardy!' Champion James Holzhauer Hits $2 Million Winnings Milestone

    This current “Jeopardy!” player has just won over $2 million on the popular game show. Who is James Holzhauer? The 34 year old professional sports gambler from Las Vegas has hit a “Jeopardy!” milestone by becoming only the second person in the show’s history to win over $2 million in regular season play. Holzhauer won [...]

  • Kanye West Shares a Memory of

    Kanye West Shares a Touching Memory of His Mother in Letterman Interview

    In a preview of David Letterman’s interview with Kanye West, which begins streaming next Friday, May 31, the musician’s wife Kim Kardashian West, tweeted a clip of him sharing a touching memory of his mother, Donda, who died in 2007 after a surgical procedure. While his wife looks on smiling, West answers Letterman’s question about [...]

  • CNN Lays Off Some Health Journalism

    CNN Lays Off Some Health Journalism Staffers

    CNN has laid off a handful of staffers from its health-journalism unit after deciding to place its health, climate and Southeastern newsgathering operations under a single aegis. ” As part of the normal course of business, our newsgathering team made a small restructure earlier this week that ultimately impacts 6-7 employees within CNN’s Health Unit,” [...]

  • Henry Ian Cusick

    'Lost' Star Henry Ian Cusick Signs With Buchwald (EXCLUSIVE)

    Henry Ian Cusick, best known for playing Desmond on the hit ABC series “Lost,” is signing with talent agency Buchwald for representation. Cusick also starred in the CW sci-fi/drama “The 100” and was most recently seen in the Fox series “The Passage.” His other notable television credits include “Scandal,” “24,” “Fringe,” “The Mentalist,” “Body of [...]

More From Our Brands

Access exclusive content