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Advertising featuring underepresented and diverse groups performs slightly better than the norm with the UK public and significantly better with the particular segments portrayed, a new study shows.
Why it matters
The Feeling Seen report, compiled by broadcaster ITV, agency System1, and diversity media specialists DECA, shows how brands and viewers both win when advertising broadens its scope.
Specifically, the study shows uplifts in System1’s Star and Spike Ratings which predict potential for an ad to drive long-term growth and short-term sales.
Five key insights
Sourced from ITV, System1, DECA
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