Creative analysis reveals Super Bowl ads are not representative

Michael Murray

Looks at an analysis of 400 Super Bowl ads, which shows that they don’t represent the people that watch them.

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.

  1. ~50% of Super Bowl viewership are female whilst 35% of characters are women.
  1. Just 4% of Super Bowl Ads feature someone over the age of 60.
  2. 83% of characters shown in a leadership role are male.
  3. 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...

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