The highest percentage of female performers during the time period studied came during the 2020 Super Bowl, whose ads featured 41% female performers, while the industry average that year was 36%. Super Bowl ads have featured more female cast members during each of the past four years than industry ads as a whole, although that number has never approached parity with their male counterparts.census shows that Hispanics/Latinos make up 19% of the population. This year, the percentage of Hispanic representation in Super Bowl ads was up just a bit, to 4%. In 2021 10% of those seen in ads were Hispanic/Latino, whereas in the 2021 Super Bowl, just 3% of performers were identifiable as Hispanic/Latino. Representation of Hispanic/Latino people, however, has been consistently lower in Super Bowl ads than the industry average.In this year’s Super Bowl ads 12% of performers were Asian - notably higher than 2022’s benchmark. In 2022, for example, 8% of cast members were Asian, compared to 16% in Super Bowl ads that same year. Super Bowl ads tend to feature more Asian performers than the industry as a whole.27% of those seen in this year’s Super Bowl ads were Black vs. Super Bowl ads during each of the years 2020-2023 featured more Black performers than the industry average.“The use of artificial intelligence and machine learning have enabled us to provide benchmarks that marketers can now use to understand how their own creative assets compare.” “We’re uniquely positioned to analyze diversity in Super Bowl ad creative and compare the results to TV and video creative overall in the industry,” said Tim Conley, CEO of Extreme Reach. Teams across the company responsible for Talent & Rights, Clearance, Traffic and Delivery, help ensure the spots seen by millions, play in compliance and in perfect condition. ![]() This was made easier by the fact that this year Extreme Reach enabled 91% of in-game Super Bowl ads to run on linear TV and digital platforms, a new record for the company.ĮR has proudly played a central role in the Super Bowl for over a decade. ![]() For the new study, Extreme Reach compared TV and streaming ads that ran during the past four Super Bowls - LIV, LV, LVI and LVII - against the benchmarks established by the first study. NEW YORK - FebruThe TV and streaming ads that ran during Super Bowl LVII were much more diverse than industry benchmarks - except for the percentage of cast members that were identifiably Hispanic or Latino, according to a landmark study unveiled today by Extreme Reac h (ER), the global leader in creative logistics.Īs reported in December, Extreme Reach used artificial intelligence, machine learning and human reviewers to analyze 1 million ads that were deployed in North America, on linear TV and digital platforms, from January 2019 to October 2022, assessing each ad for its composition by ethnicity, race, gender, and age.
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