MediaPost spotlighted the 2024 Global Advertising Representation Report from XR Extreme Reach and The Female Quotient. Referring to the results, an XR executive declared, “Gaps in inclusivity remain significant, but they are solvable.”
Hey, solvable is a very subjective term, rarely attached to measurable goals in Adland.
It’s always amazing that anyone feels the need to spend money on surveys revealing the obvious. Then again, advocacy organizations must justify their existence somehow—as well as generate performative PR to appear relevant.
No special report is necessary to conclude gaps in advertising inclusivity are directly tied to White advertising agencies’ exclusivity.
Study Finds Big Gaps In Advertising Inclusivity
By Steve McClellan
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.
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.
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