Insights from 10,000 ads, $110+ million in ad spend, from leading Healthcare, CPG, Food & Bev, and Alcohol brands during 2021-2022.
Darker-skinned women and women aged 60+ were largely unseen in ads.
Women were portrayed increasingly in domestic and familial roles.
Inclusive advertisements still receive proportionally less advertising spend.
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Media does not represent women and it matters.
Data shows that despite a more balanced presence among genders in advertising, equitable portrayals and ad spend against diverse content remain low, particularly for intersectional identities.
1 While data showed that women are more present within ads overall, that was only one part of the story.
2 When gender analysis intersects age and skin tone, the data reveals that advertising is still lacking equitable inclusion.
3 For additional insights, download the full report.
You cannot improve what you cannot measure
Download the report for the following insights on advertising:
How often do women appear?
How are women portrayed?
How much do brands spend to promote these ads?
How are intersectional identities impacted?
How could making more inclusive advertising be an opportunity for brands?
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