This is a two-fold answer. If you look at the demographics the split of our audience is predominately male – previously about 70/30, these days that is changing though, probably closer to 60/40. Our “target” audience – male or female – isn’t offended by the ad(s), in fact, independent audits we’ve had conducted indicated that only a very small % of people are concerned.
For example, this year we had the Pamela ad viewed more than 5M times on free to air TV and another 2M plus on social channels – of that 7M plus people who saw the ad we generated about 200 or so complaints to AdStandards (which were ultimately dismissed) – so I would suggest this is hardly significant number. The issue is “social media”everyone can have an opinion these days and voice it via social media. So if 100 people pool their resources they can
make a noise.
Those who find the ad comedic (the silent majority) or have no opinion are less likely to pass comment on social media so it “appears” there is a lot of negative press about them, when in actual fact – numbers wise it is inconsequential and, after each ad is aired we see our patronage increase by 20-40% immediately after they are screened. As I keep saying; “if the ads were hurting our brand we wouldn’t run them” – they do the opposite and in many instances we get positive feedback from men and women because we take a stance and thumb our noses at political correctness. The majority of people are over being told what they can and can’t do or like and applaud us for our position.