In a world where we are all consumers, advertising's story is still being told by a shockingly narrow cast, with people of color holding only 28% of speaking roles, women dominating cleaning ads but not creative direction, LGBTQ+ representation barely cracking 1%, and people with disabilities or over 50 being virtually absent from the screen.
Key Takeaways
- In 2022, only 28% of speaking roles in TV advertisements featured people of color, compared to 41% of the U.S. population
- A 2023 Nielsen report found that Black consumers see themselves represented in just 15% of national ad campaigns despite comprising 14% of the population
- According to the ANA's 2021 study, Hispanic representation in ads dropped to 6% from 8% in 2019
- In 2023, women comprised 52% of all human characters in U.S. TV ads but only 42% of speaking roles
- Kantar 2022: Globally, 61% of ad characters are women, yet they appear in 80% of cleaning product ads
- ANA 2021 study showed female directors directed 33% of top 200 U.S. ads
- In 2022, only 1.4% of ad characters were identifiably LGBTQ+, per Kantar Media Reactions
- GLAAD 2023 Accelerating Acceptance report: 17% of advertisers include LGBTQ+ characters
- ANA 2021: Zero LGBTQ+ leads in top 100 Super Bowl ads
- In 2022, only 1.1% of ad characters had visible disabilities, according to Kantar
- ANA 2023 Scope of Work: 2% of ad budgets allocated to disability-focused campaigns
- Nielsen 2021: Disabled consumers represented in 0.9% of CPG ads
- In 2023, only 12% of ad characters were over 50 years old, despite 35% of population, per Nielsen
- Kantar 2022: Seniors (65+) in 4% of health product ads
- ANA 2021: Gen Z (under 25) overrepresented at 28% vs. 20% population
Advertising remains too white, male, young, and nondisabled despite small recent progress.
Age Diversity
1In 2023, only 12% of ad characters were over 50 years old, despite 35% of population, per Nielsen
Verified2Kantar 2022: Seniors (65+) in 4% of health product ads
Verified3ANA 2021: Gen Z (under 25) overrepresented at 28% vs. 20% population
Verified4Geena Davis 2023: Children under 12 in 22% of family ads
Directional5Ad Age 2022: 15% of creative directors over 50
Single source6Statista 2023: Millennials dominate 55% of lifestyle ads
Verified7Nielsen Super Bowl 2023: 18% characters over 40
Verified8Kantar UK 2023: Over-65s in lead roles 3%
Verified9WFA global 2022: Teens in 25% fashion ads
Directional102023 tech ads: Gen Z in 40%, Boomers 5%
Single source11ANA 2023: Age-balanced casting in 20% campaigns
Verified12Beauty 2022: Under-25 models 65%
Verified13Nielsen finance 2023: Retirees shown in 12% retirement ads
Verified14Sports ads 2022: Athletes over 35 in 15%
Directional15Retail holiday 2021: Multi-gen families 28%
Single source16Ad Council 2022: Youth-focused PSAs 35%
Verified17Pharma 2023: Seniors in 45% age-related drug ads
Verified18Auto 2022: Young drivers 50%, mature 20%
Verified19WPP 2023: Agency staff average age 38
Directional20Food ads 2021: Kids in 30%, seniors 6%
Single source21Kantar global 2023: Gen X underrepresented at 14% vs. 21%
Verified22Alcohol ads 2022: 21+ compliance shows 70% 25-34
Verified23Gaming ads 2023: Under-18 implied 10%
VerifiedAge Diversity Interpretation
The advertising world seems to be casting a very narrow, eternally youthful play, sidelining the vast majority of the population who have the audacity to age, have money, and make actual decisions.
Disability Representation
1In 2022, only 1.1% of ad characters had visible disabilities, according to Kantar
Verified2ANA 2023 Scope of Work: 2% of ad budgets allocated to disability-focused campaigns
Verified3Nielsen 2021: Disabled consumers represented in 0.9% of CPG ads
Verified4Ad Age 2022: 5% of agencies employ disability inclusion specialists
Directional5Return on Disability 2023 report: Wheelchair users in 0.4% of mobility ads
Single source6Kantar UK 2023: 1.5% disabled leads in TV commercials
Verified72023 Super Bowl: One ad (3%) featured a disabled athlete
Verified8Geena Davis Institute 2022: Hearing impaired in 0.3% of ads with dialogue
Verified9WFA global 2021: Invisible disabilities shown in 0.6%
Directional10Statista 2023: 2.2% disability rep in fashion campaigns
Single source11Ad Council 2023: 4% PSAs address disability issues
Verified12Kantar 2022: Blind characters in 0.2% of navigation app ads
Verified132022 beauty ads: Adaptive products in 1% of campaigns
Verified14ANA 2023: 3% creative teams include disabled members
Directional15Nielsen pharma 2022: 6% disabled patients in drug ads
Single source162021 auto ads: Hand controls shown in 0.5%
Verified17Sports ads 2023: Paralympians in 2% endorsements
Verified18Retail 2022: Accessible shopping depicted in 1.8%
Verified19WPP 2023: 4% disabled employees in agencies
Directional20Tech ads 2023: Voice tech for disabled in 3%
Single source21Holiday ads 2021: 1.2% inclusive of disabilities
Verified22Beverage 2022: 0.7% disabled consumers shown
Verified23Kantar global 2023: Mental health disabilities in 0.9%
Verified24Finance ads 2022: 2.5% adaptive banking shown
DirectionalDisability Representation Interpretation
The advertising industry has conducted a masterclass in half-hearted inclusion, treating disability representation as a daring experimental budget line rather than the baseline reality of the human experience.
Gender Diversity
1In 2023, women comprised 52% of all human characters in U.S. TV ads but only 42% of speaking roles
Verified2Kantar 2022: Globally, 61% of ad characters are women, yet they appear in 80% of cleaning product ads
Verified3ANA 2021 study showed female directors directed 33% of top 200 U.S. ads
Verified4Geena Davis Institute 2023: Women in STEM roles in ads at 25%
Directional5Nielsen 2022: Female leads in 48% of automotive ads, up from 32% in 2018
Single source62023 Statista: 55% of e-commerce ad models are women
Verified7Ad Age 2022: Women hold 46% of creative director positions in agencies
Verified8WFA 2021 global: 50.3% female characters overall
Verified9In Super Bowl 2023, women spoke in 55% of ads featuring dialogue
Directional10Kantar UK 2023: Women in 67% of domestic roles vs. 33% professional
Single source112022 beauty industry: 78% female-focused campaigns
Verified12ANA 2023: Female C-suite in ad agencies at 41%
Verified13Geena Davis 2020: Girls in 49% of kids' toy ads
Verified14Nielsen 2023: Women depicted as primary decision-makers in 52% of finance ads
Directional152021 fashion ads: 60% female models
Single source16Ad Council 2022: 51% female narrators in PSAs
Verified17Kantar global 2023: Female CEOs shown in 18% corporate ads
Verified182023 tech ads: 39% women in tech roles
Verified19Super Bowl LV 2021: 47% female appearances
Directional20WPP 2022: 45% women in media buying roles
Single source212022 alcohol ads: Women in 44% of social scenes
Verified22ANA kids marketing 2023: 50% gender balanced toy ads
Verified23Kantar sports 2023: Female athletes in 28% sports ads
Verified242021 retail holiday ads: 53% female shoppers
Directional25Geena Davis 2023: Women with authority in 35% of ads
Single source26Nielsen pharma 2022: 54% female patients in health ads
Verified272023 automotive: 49% female drivers in global ads
VerifiedGender Diversity Interpretation
The stats show a glass ceiling held up by two pillars: women are overwhelmingly cast as consumers and caregivers in ads, yet are starkly underrepresented as the directors, CEOs, and authoritative voices crafting and starring in those very messages.
LGBTQ+ Representation
1In 2022, only 1.4% of ad characters were identifiably LGBTQ+, per Kantar Media Reactions
Verified2GLAAD 2023 Accelerating Acceptance report: 17% of advertisers include LGBTQ+ characters
Verified3ANA 2021: Zero LGBTQ+ leads in top 100 Super Bowl ads
Verified4Nielsen 2022: LGBTQ+ viewers see themselves in 5% of streaming ads
Directional5Ad Age 2023: 12% of agencies have LGBTQ+ creative leads
Single source6Kantar UK 2022: 2.1% LGBTQ+ in British TV ads
Verified72023 Pride month ads: 25% featured LGBTQ+ themes
Verified8Geena Davis 2021: Transgender characters in 0.2% of ads
Verified9WFA global 2022: LGBTQ+ families in 0.8% of family ads
Directional10Super Bowl 2023: One ad (3%) with LGBTQ+ couple
Single source11Statista 2023: 4% of fashion ads show same-sex couples
Verified12Ad Council 2022: 8% PSAs target LGBTQ+ issues
Verified13Kantar 2023 global: Non-binary rep at 0.3%
Verified142021 beverage brands: 3% LGBTQ+ influencers
Directional15Nielsen tech 2022: 6% LGBTQ+ in app ads
Single source16ANA 2023: 10% agencies with LGBTQ+ ERGs active in campaigns
Verified172022 auto ads: 1% LGBTQ+ drivers
Verified18GLAAD 2023: Viewership up 20% for LGBTQ+ inclusive ads
Verified19Kantar sports 2023: LGBTQ+ athletes in 4% endorsements
Directional202023 beauty: 9% LGBTQ+ models
Single source21WPP 2022: 7% LGBTQ+ staff in creative roles
Verified22Retail 2021 holiday: 2% LGBTQ+ families
Verified23Pharma 2023: 3% LGBTQ+ patient stories
VerifiedLGBTQ+ Representation Interpretation
Even amid a smattering of progress, advertising's portrayal of LGBTQ+ people remains a parade of token gestures—with most brands still nervously peeking out from the closet rather than boldly holding the door open for others.
Racial and Ethnic Diversity
1In 2022, only 28% of speaking roles in TV advertisements featured people of color, compared to 41% of the U.S. population
Verified2A 2023 Nielsen report found that Black consumers see themselves represented in just 15% of national ad campaigns despite comprising 14% of the population
Verified3According to the ANA's 2021 study, Hispanic representation in ads dropped to 6% from 8% in 2019
Verified4Kantar's 2020 Media Reactions data showed Asian characters in only 4% of global ads
Directional5A 2022 UCLA study indicated Native American visibility in advertising at under 1%
Single source6In Super Bowl 2023 ads, Black athletes appeared in 35% of spots but non-athletes only 12%
Verified7Geena Davis Institute 2021: 22% of ad directors are people of color
Verified82023 Statista data: 19% of digital ad models are Black in U.S. fashion campaigns
Verified9ANA 2022: Multi-ethnic families shown in 11% of family-oriented ads
Directional10Kantar 2023: In UK ads, ethnic minorities in 17% of lead roles vs. 14% population
Single source11Nielsen 2021: Asian representation in food ads at 7%
Verified122022 Ad Age report: Only 25% of C-suite execs in ad agencies are POC
Verified13In 2023, 32% of beauty ads featured diverse ethnic skin tones, up from 18% in 2019
Verified14Kantar global 2022: Indigenous people in 0.5% of international campaigns
Directional152021 MI:LLIONS report: 29% POC in video game ads
Single source16Super Bowl LVII: 40% of ads with Black leads
Verified172023 WFA study: Ethnic diversity in European ads at 21%
Verified18U.S. auto ads 2022: 26% minority drivers depicted
Verified192020 Census-linked ANA: Matches population in 24% of ads
Directional20Kantar 2024 preview: Projected 30% POC in U.S. ads
Single source212022 beverage ads: 18% Hispanic characters
Verified22Ad Council 2023: 27% diverse casts in PSAs
Verified23Global tech ads 2021: 15% Asian leads
Verified242023 fashion week ads: 34% POC models
Directional25Nielsen multicultural 2022: Black buying power reflected in 20% ads
Single source26ANA 2023: 23% ethnic diversity in children's ads
Verified27Kantar sports ads 2022: 45% minority athletes
Verified282021 retail ads: 28% diverse holiday campaigns
Verified29WPP 2023: Agency staff POC at 31%
Directional302022 pharma ads: 19% minority patients
Single sourceRacial and Ethnic Diversity Interpretation
Despite progress in a few spotlighted categories, the advertising industry's overall portrait of humanity remains a heavily airbrushed and disappointingly monochromatic sketch, stubbornly refusing to match the vivid, diverse palette of the actual world it seeks to sell to.
Sources & References
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