This study, which spanned 65 brands and 46 categories of mutual interest between men and women, shows that Share of Choice – a measure that behaviorally identifies consumer preference by weighing the actual choices consumers make in a balanced competitive environment – is significantly higher among women in comparison to men. Related recall scores remain relatively equal between the two respondent groups.This gem is a preliminary excerpt of data from a Comscore study on Trends in Advertising among Millennials. Look for the full study in late Summer 2011.