Diversity In Advertising Statistics

Key Takeaways

• 1In 2022, only 28% of speaking roles in TV advertisements featured people of color, compared to 41% of the U.S. population
• 2A 2023 Nielsen report found that Black consumers see themselves represented in just 15% of national ad campaigns despite comprising 14% of the population
• 3According to the ANA's 2021 study, Hispanic representation in ads dropped to 6% from 8% in 2019
• 4In 2023, women comprised 52% of all human characters in U.S. TV ads but only 42% of speaking roles
• 5Kantar 2022: Globally, 61% of ad characters are women, yet they appear in 80% of cleaning product ads
• 6ANA 2021 study showed female directors directed 33% of top 200 U.S. ads
• 7In 2022, only 1.4% of ad characters were identifiably LGBTQ+, per Kantar Media Reactions
• 8GLAAD 2023 Accelerating Acceptance report: 17% of advertisers include LGBTQ+ characters
• 9ANA 2021: Zero LGBTQ+ leads in top 100 Super Bowl ads
• 10In 2022, only 1.1% of ad characters had visible disabilities, according to Kantar
• 11ANA 2023 Scope of Work: 2% of ad budgets allocated to disability-focused campaigns
• 12Nielsen 2021: Disabled consumers represented in 0.9% of CPG ads
• 13In 2023, only 12% of ad characters were over 50 years old, despite 35% of population, per Nielsen
• 14Kantar 2022: Seniors (65+) in 4% of health product ads
• 15ANA 2021: Gen Z (under 25) overrepresented at 28% vs. 20% population

Advertising remains too white, male, young, and nondisabled despite small recent progress.