What can 6 years of Super Bowl ads tell us about representation in advertising? An analysis of 400 ads shows that Super Bowl ads don’t represent the people that watch them.
- ~50% of Super Bowl viewership are female whilst 35% of characters are women.
- Just 4% of Super Bowl Ads feature someone over the age of 60.
- 83% of characters shown in a leadership role are male.
- Characters with the three lightest skin tones (Type I-III) made up 76% of all characters in Super Bowl ads.
The Super Bowl is the most-watched show in the U.S. Ever. Of its ten...