Video ad platform XR Extreme Reach has issued a new report that finds significant gaps in advertising inclusivity. The study assessed more than one million ads that were distributed in more than 100 countries. 

The company’s 2024 Global Advertising Representation Report utilizes the Representation Index (RX), introduced earlier this year by XR and The Female Quotient.  

In addition to gender, RX currently measures representation across age, body type and skin tone expression. The RX Score measures the diversity of each ad on a scale from 0 to 100, with higher scores reflecting a broader range of representation. 

Findings Include: 

Shelley Zalis, Founder and CEO of The Female Quotient, stated that “Media shapes how we see ourselves and others and by adopting this new metric (RX), brands don’t just close representation gaps—they lead the charge in shaping a more inclusive and profitable future.”  

According to the company brands can use RX to audit their advertising and media content, identify representation gaps, track progress, and ensure their campaigns reflect their audiences.  

Jo Kinsella, Global President and Chief Operating Officer at XR, stated, “Gaps in inclusivity remain significant, but they are solvable.”   

The 2024 Global Advertising Representation Report can be accessed here.