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However, despite the Super Bowl’s diverse audience, 2023’s ads seemed to signal a slight dip in the prioritization of diversity by companies. The Power of Representation in Advertising. Failing to prioritize diversity in advertising, especially on a platform as massive as the Super Bowl, can be detrimental to companies. A recent Ad Age-Harris Poll survey found younger generations will be looking for diversity in Super Bowl commercials this year, though there is a generational divide. by Jared KarolIn the past, most Super Bowl commercials did not make diversity or inclusion the main focus of its messaging. This is not surprising, but things are changing.All together, there were nearly 50 brands with Super Bowl LI ad spots — ranging from funny to nostalgic to poignant to decidedly inclusive. Yes, decidedly, unapologetically, intentionally inclusive. More The 2024 Super Bowl treated us to a spectacular showcase of commercials, ranging from snacks and beverages to movie trailers and beyond. While the star-studded production and visual effects left us in awe, it’s essential to spotlight the representation of diverse stories. In 2022, Super Bowl advertisers embraced diversity with 89% of ads featuring one of more underrepresented groups, and 40% of ads had 3 or more groups represented. There was a fair representation of races in active roles with a much higher representation for Black Americans (42%) and Asians (14%). As the ad industry’s focus on commitments to diversity, equity and inclusion has waned, so too have Super Bowl advertisers' progress in representation both in front of and behind the camera. We analyzed four years of Super Bowl ads, 2020-2023, and compared them to overall benchmarks for diversity in ad creative. Our latest study compares TV and streaming ads that ran during the past four Super Bowls — LIV, LV, LVI and LVII — against the benchmarks established by our large-scale report, Diversity in Ad Creative, which analyzed nearly four years of ads deployed in North America Antonio Banderas Helps Bosch Deliver A Feel-Good Message In Super Bowl Ad. Even though it feels like an increasing number of brands are growing colder on their commitment to diversity, equity According to a new analysis of past Super Bowl ads from the Geena Davis Institute on Gender in Media and CreativeX, a creative insights firm, of more than 400 Big Game commercials dating back to Well, beauty may well be everywhere, but in many of last night’s Super Bowl ads, diversity wasn’t. That was the upshot of an analysis of all 72 spots conducted by Alltold, which bills itself • Super Bowl ads during each of the years 2020-2023 featured more Black performers than the industry average. 27% of those seen in this year’s Super Bowl ads were Black vs. 14% of cast members Q: What makes a Super Bowl ad stand out? McMahon: Super Bowl ads stand out because they are crafted for the largest, most culturally significant stage in advertising. The key is a combination of factors: first, the sheer size of the audience—hundreds of millions globally—and second, the social and cultural context. The Super Bowl is more These Super Bowl LIV ads are making history with diversity. by Anagha Srikanth | Jan. 31, 2020 Super Bowl commercials over the years have tried to make us laugh, cry -- and most importantly -- buy stuff. Today a 30-second slot goes for $5 million, but back in 1967 it was a different story. The commercials during Super Bowl LI focused on America's diversity by shining a light on unity and inclusion. From Coca-Cola's "America the Beautiful" ad to As for racial diversity (or the lack thereof), 50% of characters from the last seven years of Super Bowl ads have been white. Women of color are particularly underrepresented, as men with darker skin tones have appeared twice as often as women with darker skin tones in Super Bowl ads over the same time period. General Motors, for example, in response to Ad Age's Super Bowl survey asking all brands with national, in-game ads, about how they are prioritizing diversity, equity and inclusion, said: “The A recent Ad Age-Harris Poll survey found younger generations will be looking for diversity in Super Bowl commercials this year, though there is a generational divide. According to the poll, baby boomers were most averse to ads with a diversity theme, with just 14% approving, compared with 31% approval from Gen Zers and 32% approval from The NFL will feature 'Choose Love' in the end zone at Super Bowl LIX, highlighting its social justice efforts amid ongoing diversity initiatives Some 30-second Super Bowl commercials this year John Stamos explains the Zeam streaming service. How Much Does a Super Bowl Commercial Cost. NPR reported last year that a 30-second spot to air during the 2024 Super Bowl cost $7 million.
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