Study Finds Big Gaps In Advertising Inclusivity
- by Steve McClellan @mp_mcclellan, December 6, 2024
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.
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Findings Include:
The 2024 global average RX score is trending at 32, peaking as high as 42 for Charity/Non-profit and as low as 28 for Sports.
70% of countries analyzed are trending above the global average
12% of talent detected in ads have dark skin tones
44% of faces detected have feminine gender expression, compared to 56% masculine.
15% of screen time features people with larger body types
RX score for the Super Bowl 2024 was 41, 28% higher than the global average
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.
