Study’s findings: Ads with a male voice tend to attract viewers more

Ads have become an integral part of our lives, as we see them between every video we watch, whether be it on TV or YouTube. Despite some people finding them irritating, they remain an important tool for marketing strategies. Advertisements not only increase product reach but also drive traffic to company websites. However, this is only possible if the ads capture people's interest. According to a study conducted by Extreme Reach, male voices used in ads play an important role in capturing people's attention.

The study surveyed nine regions across sixteen different countries to understand the male voice concept more clearly. The study’s main objective was to raise awareness of the diversity of the marketing field and help people set goals around diversity and creativity.

Starting off with North America, male audios comprised 74.9% of all ads, with 77% of these ads made up by the age segment of 20 to 39-year-olds, 11.9% making up the 40 to 59 year old bracket, 1.8% of 60 and above, under-19 were about 9.6%. This trend was noted in every region surveyed, indicating that the newly adult age bracket (20 to 39) is the top one in terms of male voice usage in ads.

The study also noted that while male populations in these regions were relatively low, their male voice usage was quite high when we compare both of them. For instance, North America's total male population percentages were lower than their male voice usage percentages in ads. It is interesting to note that East and Southeast Asia is the only region where male and female voice usages match their populations.

Moreover, the study found that male population worldwide(50.42%) is a bit higher than the female population (48.58%). This could be the reason why many regions, including North America were gaining a lot of attention through ads due to male audios. Other regions surveyed, such as LATAM and New Zealand along with Australia also had a high percentage of total male voices in ads with 75.7% and 67.4%, respectively.

To crown it all up, the study perfectly sheds light on the importance of male voice usage in ads and how it captures people's attention. Another observation was that East and Southeast Asia is the only region where male and female voice usages match their populations, surprisingly despite all the trends following these other regions.

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