In U.S. TV ads, women make up 52% of all human characters but only 42% of speaking roles, a gap that makes “visibility” feel a lot less simple than it sounds. Age and disability leave even sharper fingerprints too, with over-65s still landing in just 3% of lead roles in the UK. This post pulls together the latest Diversity In Advertising statistics to show where representation stalls and where it actually moves.
Key Takeaways
- 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
- 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, 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 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
Age, disability, LGBTQ+ and people of color remain underrepresented in ads, despite population parity.
Related reading
- Diversity Equity And Inclusion In IndustryDiversity Equity And Inclusion In The Advertising Industry Statistics
- Diversity Equity And Inclusion In IndustryDiversity Equity And Inclusion In The Motion Picture Industry Statistics
- Diversity Equity And Inclusion In IndustryDiversity Equity And Inclusion In The Creative Industry Statistics
- Diversity Equity And Inclusion In IndustryDiversity Equity And Inclusion In The Entertainment Industry Statistics
01 · Category
Age Diversity23 stats
01
In 2023, only 12% of ad characters were over 50 years old, despite 35% of population, per Nielsen
02
Kantar 2022: Seniors (65+) in 4% of health product ads
03
ANA 2021: Gen Z (under 25) overrepresented at 28% vs. 20% population
04
Geena Davis 2023: Children under 12 in 22% of family ads
05
Ad Age 2022: 15% of creative directors over 50
06
Statista 2023: Millennials dominate 55% of lifestyle ads
07
Nielsen Super Bowl 2023: 18% characters over 40
08
Kantar UK 2023: Over-65s in lead roles 3%
09
WFA global 2022: Teens in 25% fashion ads
10
2023 tech ads: Gen Z in 40%, Boomers 5%
11
ANA 2023: Age-balanced casting in 20% campaigns
12
Beauty 2022: Under-25 models 65%
13
Nielsen finance 2023: Retirees shown in 12% retirement ads
14
Sports ads 2022: Athletes over 35 in 15%
15
Retail holiday 2021: Multi-gen families 28%
16
Ad Council 2022: Youth-focused PSAs 35%
17
Pharma 2023: Seniors in 45% age-related drug ads
18
Auto 2022: Young drivers 50%, mature 20%
19
WPP 2023: Agency staff average age 38
20
Food ads 2021: Kids in 30%, seniors 6%
21
Kantar global 2023: Gen X underrepresented at 14% vs. 21%
22
Alcohol ads 2022: 21+ compliance shows 70% 25-34
23
Gaming ads 2023: Under-18 implied 10%
Interpretation
Age 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.
02 · Category
Disability Representation24 stats
01
In 2022, only 1.1% of ad characters had visible disabilities, according to Kantar
02
ANA 2023 Scope of Work: 2% of ad budgets allocated to disability-focused campaigns
03
Nielsen 2021: Disabled consumers represented in 0.9% of CPG ads
04
Ad Age 2022: 5% of agencies employ disability inclusion specialists
05
Return on Disability 2023 report: Wheelchair users in 0.4% of mobility ads
06
Kantar UK 2023: 1.5% disabled leads in TV commercials
07
2023 Super Bowl: One ad (3%) featured a disabled athlete
08
Geena Davis Institute 2022: Hearing impaired in 0.3% of ads with dialogue
09
WFA global 2021: Invisible disabilities shown in 0.6%
10
Statista 2023: 2.2% disability rep in fashion campaigns
11
Ad Council 2023: 4% PSAs address disability issues
12
Kantar 2022: Blind characters in 0.2% of navigation app ads
13
2022 beauty ads: Adaptive products in 1% of campaigns
14
ANA 2023: 3% creative teams include disabled members
15
Nielsen pharma 2022: 6% disabled patients in drug ads
16
2021 auto ads: Hand controls shown in 0.5%
17
Sports ads 2023: Paralympians in 2% endorsements
18
Retail 2022: Accessible shopping depicted in 1.8%
19
WPP 2023: 4% disabled employees in agencies
20
Tech ads 2023: Voice tech for disabled in 3%
21
Holiday ads 2021: 1.2% inclusive of disabilities
22
Beverage 2022: 0.7% disabled consumers shown
23
Kantar global 2023: Mental health disabilities in 0.9%
24
Finance ads 2022: 2.5% adaptive banking shown
Interpretation
Disability 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.
03 · Category
Gender Diversity27 stats
01
In 2023, women comprised 52% of all human characters in U.S. TV ads but only 42% of speaking roles
02
Kantar 2022: Globally, 61% of ad characters are women, yet they appear in 80% of cleaning product ads
03
ANA 2021 study showed female directors directed 33% of top 200 U.S. ads
04
Geena Davis Institute 2023: Women in STEM roles in ads at 25%
05
Nielsen 2022: Female leads in 48% of automotive ads, up from 32% in 2018
06
2023 Statista: 55% of e-commerce ad models are women
07
Ad Age 2022: Women hold 46% of creative director positions in agencies
08
WFA 2021 global: 50.3% female characters overall
09
In Super Bowl 2023, women spoke in 55% of ads featuring dialogue
10
Kantar UK 2023: Women in 67% of domestic roles vs. 33% professional
11
2022 beauty industry: 78% female-focused campaigns
12
ANA 2023: Female C-suite in ad agencies at 41%
13
Geena Davis 2020: Girls in 49% of kids' toy ads
14
Nielsen 2023: Women depicted as primary decision-makers in 52% of finance ads
15
2021 fashion ads: 60% female models
16
Ad Council 2022: 51% female narrators in PSAs
17
Kantar global 2023: Female CEOs shown in 18% corporate ads
18
2023 tech ads: 39% women in tech roles
19
Super Bowl LV 2021: 47% female appearances
20
WPP 2022: 45% women in media buying roles
21
2022 alcohol ads: Women in 44% of social scenes
22
ANA kids marketing 2023: 50% gender balanced toy ads
23
Kantar sports 2023: Female athletes in 28% sports ads
24
2021 retail holiday ads: 53% female shoppers
25
Geena Davis 2023: Women with authority in 35% of ads
26
Nielsen pharma 2022: 54% female patients in health ads
27
2023 automotive: 49% female drivers in global ads
Interpretation
Gender 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.
More related reading
04 · Category
LGBTQ+ Representation23 stats
01
In 2022, only 1.4% of ad characters were identifiably LGBTQ+, per Kantar Media Reactions
02
GLAAD 2023 Accelerating Acceptance report: 17% of advertisers include LGBTQ+ characters
03
ANA 2021: Zero LGBTQ+ leads in top 100 Super Bowl ads
04
Nielsen 2022: LGBTQ+ viewers see themselves in 5% of streaming ads
05
Ad Age 2023: 12% of agencies have LGBTQ+ creative leads
06
Kantar UK 2022: 2.1% LGBTQ+ in British TV ads
07
2023 Pride month ads: 25% featured LGBTQ+ themes
08
Geena Davis 2021: Transgender characters in 0.2% of ads
09
WFA global 2022: LGBTQ+ families in 0.8% of family ads
10
Super Bowl 2023: One ad (3%) with LGBTQ+ couple
11
Statista 2023: 4% of fashion ads show same-sex couples
12
Ad Council 2022: 8% PSAs target LGBTQ+ issues
13
Kantar 2023 global: Non-binary rep at 0.3%
14
2021 beverage brands: 3% LGBTQ+ influencers
15
Nielsen tech 2022: 6% LGBTQ+ in app ads
16
ANA 2023: 10% agencies with LGBTQ+ ERGs active in campaigns
17
2022 auto ads: 1% LGBTQ+ drivers
18
GLAAD 2023: Viewership up 20% for LGBTQ+ inclusive ads
19
Kantar sports 2023: LGBTQ+ athletes in 4% endorsements
20
2023 beauty: 9% LGBTQ+ models
21
WPP 2022: 7% LGBTQ+ staff in creative roles
22
Retail 2021 holiday: 2% LGBTQ+ families
23
Pharma 2023: 3% LGBTQ+ patient stories
Interpretation
LGBTQ+ 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.
05 · Category
Racial and Ethnic Diversity30 stats
01
In 2022, only 28% of speaking roles in TV advertisements featured people of color, compared to 41% of the U.S. population
02
A 2023 Nielsen report found that Black consumers see themselves represented in just 15% of national ad campaigns despite comprising 14% of the population
03
According to the ANA's 2021 study, Hispanic representation in ads dropped to 6% from 8% in 2019
04
Kantar's 2020 Media Reactions data showed Asian characters in only 4% of global ads
05
A 2022 UCLA study indicated Native American visibility in advertising at under 1%
06
In Super Bowl 2023 ads, Black athletes appeared in 35% of spots but non-athletes only 12%
07
Geena Davis Institute 2021: 22% of ad directors are people of color
08
2023 Statista data: 19% of digital ad models are Black in U.S. fashion campaigns
09
ANA 2022: Multi-ethnic families shown in 11% of family-oriented ads
10
Kantar 2023: In UK ads, ethnic minorities in 17% of lead roles vs. 14% population
11
Nielsen 2021: Asian representation in food ads at 7%
12
2022 Ad Age report: Only 25% of C-suite execs in ad agencies are POC
13
In 2023, 32% of beauty ads featured diverse ethnic skin tones, up from 18% in 2019
14
Kantar global 2022: Indigenous people in 0.5% of international campaigns
15
2021 MI:LLIONS report: 29% POC in video game ads
16
Super Bowl LVII: 40% of ads with Black leads
17
2023 WFA study: Ethnic diversity in European ads at 21%
18
U.S. auto ads 2022: 26% minority drivers depicted
19
2020 Census-linked ANA: Matches population in 24% of ads
20
Kantar 2024 preview: Projected 30% POC in U.S. ads
21
2022 beverage ads: 18% Hispanic characters
22
Ad Council 2023: 27% diverse casts in PSAs
23
Global tech ads 2021: 15% Asian leads
24
2023 fashion week ads: 34% POC models
25
Nielsen multicultural 2022: Black buying power reflected in 20% ads
26
ANA 2023: 23% ethnic diversity in children's ads
27
Kantar sports ads 2022: 45% minority athletes
28
2021 retail ads: 28% diverse holiday campaigns
29
WPP 2023: Agency staff POC at 31%
30
2022 pharma ads: 19% minority patients
Interpretation
Racial 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.
Reference
Cite This Report
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APA
Megan Gallagher. (2026, February 13). Diversity In Advertising Statistics. Gitnux. https://gitnux.org/diversity-in-advertising-statistics
MLA
Megan Gallagher. "Diversity In Advertising Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/diversity-in-advertising-statistics.
Chicago
Megan Gallagher. 2026. "Diversity In Advertising Statistics." Gitnux. https://gitnux.org/diversity-in-advertising-statistics.
Sources & references
33 datasets cited across this report · attribution is report-level