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.
Age Diversity
1In 2023, only 12% of ad characters were over 50 years old, despite 35% of population, per Nielsen
Verified
2Kantar 2022: Seniors (65+) in 4% of health product ads
Verified
3ANA 2021: Gen Z (under 25) overrepresented at 28% vs. 20% population
Verified
4Geena Davis 2023: Children under 12 in 22% of family ads
Verified
5Ad Age 2022: 15% of creative directors over 50
Single source
6Statista 2023: Millennials dominate 55% of lifestyle ads
Directional
7Nielsen Super Bowl 2023: 18% characters over 40
Verified
8Kantar UK 2023: Over-65s in lead roles 3%
Directional
9WFA global 2022: Teens in 25% fashion ads
Directional
102023 tech ads: Gen Z in 40%, Boomers 5%
Verified
11ANA 2023: Age-balanced casting in 20% campaigns
Verified
12Beauty 2022: Under-25 models 65%
Directional
13Nielsen finance 2023: Retirees shown in 12% retirement ads
Verified
14Sports ads 2022: Athletes over 35 in 15%
Verified
15Retail holiday 2021: Multi-gen families 28%
Verified
16Ad Council 2022: Youth-focused PSAs 35%
Verified
17Pharma 2023: Seniors in 45% age-related drug ads
Directional
18Auto 2022: Young drivers 50%, mature 20%
Verified
19WPP 2023: Agency staff average age 38
Verified
20Food ads 2021: Kids in 30%, seniors 6%
Verified
21Kantar global 2023: Gen X underrepresented at 14% vs. 21%
Verified
22Alcohol ads 2022: 21+ compliance shows 70% 25-34
Verified
23Gaming ads 2023: Under-18 implied 10%
Verified
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.
Disability Representation
1In 2022, only 1.1% of ad characters had visible disabilities, according to Kantar
Directional
2ANA 2023 Scope of Work: 2% of ad budgets allocated to disability-focused campaigns
Single source
3Nielsen 2021: Disabled consumers represented in 0.9% of CPG ads
Verified
4Ad Age 2022: 5% of agencies employ disability inclusion specialists
Verified
5Return on Disability 2023 report: Wheelchair users in 0.4% of mobility ads
Directional
6Kantar UK 2023: 1.5% disabled leads in TV commercials
Verified
72023 Super Bowl: One ad (3%) featured a disabled athlete
Verified
8Geena Davis Institute 2022: Hearing impaired in 0.3% of ads with dialogue
Verified
9WFA global 2021: Invisible disabilities shown in 0.6%
Verified
10Statista 2023: 2.2% disability rep in fashion campaigns
Verified
11Ad Council 2023: 4% PSAs address disability issues
Verified
12Kantar 2022: Blind characters in 0.2% of navigation app ads
Verified
132022 beauty ads: Adaptive products in 1% of campaigns
Verified
14ANA 2023: 3% creative teams include disabled members
Verified
15Nielsen pharma 2022: 6% disabled patients in drug ads
Verified
162021 auto ads: Hand controls shown in 0.5%
Verified
17Sports ads 2023: Paralympians in 2% endorsements
Verified
18Retail 2022: Accessible shopping depicted in 1.8%
Verified
19WPP 2023: 4% disabled employees in agencies
Verified
20Tech ads 2023: Voice tech for disabled in 3%
Verified
21Holiday ads 2021: 1.2% inclusive of disabilities
Verified
22Beverage 2022: 0.7% disabled consumers shown
Verified
23Kantar global 2023: Mental health disabilities in 0.9%
Verified
24Finance ads 2022: 2.5% adaptive banking shown
Verified
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.
Gender Diversity
1In 2023, women comprised 52% of all human characters in U.S. TV ads but only 42% of speaking roles
Single source
2Kantar 2022: Globally, 61% of ad characters are women, yet they appear in 80% of cleaning product ads
Single source
3ANA 2021 study showed female directors directed 33% of top 200 U.S. ads
Single source
4Geena Davis Institute 2023: Women in STEM roles in ads at 25%
Single source
5Nielsen 2022: Female leads in 48% of automotive ads, up from 32% in 2018
Verified
62023 Statista: 55% of e-commerce ad models are women
Single source
7Ad Age 2022: Women hold 46% of creative director positions in agencies
Verified
8WFA 2021 global: 50.3% female characters overall
Verified
9In Super Bowl 2023, women spoke in 55% of ads featuring dialogue
Verified
10Kantar UK 2023: Women in 67% of domestic roles vs. 33% professional
Verified
112022 beauty industry: 78% female-focused campaigns
Directional
12ANA 2023: Female C-suite in ad agencies at 41%
Verified
13Geena Davis 2020: Girls in 49% of kids' toy ads
Verified
14Nielsen 2023: Women depicted as primary decision-makers in 52% of finance ads
Directional
152021 fashion ads: 60% female models
Verified
16Ad Council 2022: 51% female narrators in PSAs
Verified
17Kantar global 2023: Female CEOs shown in 18% corporate ads
Single source
182023 tech ads: 39% women in tech roles
Verified
19Super Bowl LV 2021: 47% female appearances
Single source
20WPP 2022: 45% women in media buying roles
Verified
212022 alcohol ads: Women in 44% of social scenes
Directional
22ANA kids marketing 2023: 50% gender balanced toy ads
Single source
23Kantar sports 2023: Female athletes in 28% sports ads
Verified
242021 retail holiday ads: 53% female shoppers
Directional
25Geena Davis 2023: Women with authority in 35% of ads
Verified
26Nielsen pharma 2022: 54% female patients in health ads
Verified
272023 automotive: 49% female drivers in global ads
Directional
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.
LGBTQ+ Representation
1In 2022, only 1.4% of ad characters were identifiably LGBTQ+, per Kantar Media Reactions
Verified
2GLAAD 2023 Accelerating Acceptance report: 17% of advertisers include LGBTQ+ characters
Verified
3ANA 2021: Zero LGBTQ+ leads in top 100 Super Bowl ads
Single source
4Nielsen 2022: LGBTQ+ viewers see themselves in 5% of streaming ads
Verified
5Ad Age 2023: 12% of agencies have LGBTQ+ creative leads
Single source
6Kantar UK 2022: 2.1% LGBTQ+ in British TV ads
Verified
72023 Pride month ads: 25% featured LGBTQ+ themes
Single source
8Geena Davis 2021: Transgender characters in 0.2% of ads
Verified
9WFA global 2022: LGBTQ+ families in 0.8% of family ads
Verified
10Super Bowl 2023: One ad (3%) with LGBTQ+ couple
Verified
11Statista 2023: 4% of fashion ads show same-sex couples
Directional
12Ad Council 2022: 8% PSAs target LGBTQ+ issues
Verified
13Kantar 2023 global: Non-binary rep at 0.3%
Verified
142021 beverage brands: 3% LGBTQ+ influencers
Verified
15Nielsen tech 2022: 6% LGBTQ+ in app ads
Verified
16ANA 2023: 10% agencies with LGBTQ+ ERGs active in campaigns
Verified
172022 auto ads: 1% LGBTQ+ drivers
Verified
18GLAAD 2023: Viewership up 20% for LGBTQ+ inclusive ads
Verified
19Kantar sports 2023: LGBTQ+ athletes in 4% endorsements
Verified
202023 beauty: 9% LGBTQ+ models
Single source
21WPP 2022: 7% LGBTQ+ staff in creative roles
Verified
22Retail 2021 holiday: 2% LGBTQ+ families
Verified
23Pharma 2023: 3% LGBTQ+ patient stories
Verified
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.
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
Directional
2A 2023 Nielsen report found that Black consumers see themselves represented in just 15% of national ad campaigns despite comprising 14% of the population
Directional
3According to the ANA's 2021 study, Hispanic representation in ads dropped to 6% from 8% in 2019
Verified
4Kantar's 2020 Media Reactions data showed Asian characters in only 4% of global ads
Verified
5A 2022 UCLA study indicated Native American visibility in advertising at under 1%
Verified
6In Super Bowl 2023 ads, Black athletes appeared in 35% of spots but non-athletes only 12%
Verified
7Geena Davis Institute 2021: 22% of ad directors are people of color
Verified
82023 Statista data: 19% of digital ad models are Black in U.S. fashion campaigns
Verified
9ANA 2022: Multi-ethnic families shown in 11% of family-oriented ads
Single source
10Kantar 2023: In UK ads, ethnic minorities in 17% of lead roles vs. 14% population
Directional
11Nielsen 2021: Asian representation in food ads at 7%
Verified
122022 Ad Age report: Only 25% of C-suite execs in ad agencies are POC
Verified
13In 2023, 32% of beauty ads featured diverse ethnic skin tones, up from 18% in 2019
Verified
14Kantar global 2022: Indigenous people in 0.5% of international campaigns
Verified
152021 MI:LLIONS report: 29% POC in video game ads
Verified
16Super Bowl LVII: 40% of ads with Black leads
Verified
172023 WFA study: Ethnic diversity in European ads at 21%
Verified
18U.S. auto ads 2022: 26% minority drivers depicted
Verified
192020 Census-linked ANA: Matches population in 24% of ads
Directional
20Kantar 2024 preview: Projected 30% POC in U.S. ads
Verified
212022 beverage ads: 18% Hispanic characters
Verified
22Ad Council 2023: 27% diverse casts in PSAs
Verified
23Global tech ads 2021: 15% Asian leads
Verified
242023 fashion week ads: 34% POC models
Single source
25Nielsen multicultural 2022: Black buying power reflected in 20% ads
Verified
26ANA 2023: 23% ethnic diversity in children's ads
Verified
27Kantar sports ads 2022: 45% minority athletes
Verified
282021 retail ads: 28% diverse holiday campaigns
Verified
29WPP 2023: Agency staff POC at 31%
Verified
302022 pharma ads: 19% minority patients
Verified
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.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
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.
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