Do ads represent female characters?

This creative analysis of 3,406 ads from creativex reveals progressive gender portrayals receive less ad spend than traditional gender roles.

The takeaway

Despite greater representation for female characters and more progressive gender roles, a greater percent of ad spend goes behind ads containing traditional gender roles and male characters. Marketers aspiring to create and promote diverse advertising should be measuring how their media budget is allocated by group, not just by creative.

The implications of not doing this are significant. Good intentions started in the studio aren't reflected in the ads your audience ultimately sees. More ad spend typically means more reach. Despite more progressive gender roles in ads, people see more traditional gender roles. In other words, all that...

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