Lindsay Stein
Feb 4, 2020

Super Bowl ads are 7% less diverse than other spots, research shows

Heat used its proprietary diversity ad score test to analyse the big game commercials.

Super Bowl ads are 7% less diverse than other spots, research shows

This year’s Super Bowl spots may have been full of nostalgia, silly humour and celebrities, but they still lacked in diversity, according to new research from Deloitte Digital’s Heat.

The agency analysed the big game commercials over the weekend using its "Heat Test," a proprietary diversity ad score process that launched last fall. According to its research, which includes the examination of 75 key metrics, Super Bowl ads were 7% less diverse on average than ads that run throughout the year.

The test measures eight key metrics: People of colour, women, LGBTQ, age, ethnicity, socio-economic class, disability and religion.

Additionally, the research, led by Heat head of strategy Maggie Gross and strategist Lindsay Wade, revealed that the auto and finance industries continue to have the highest average Heat Test scores. The test also showed that celebrity appearances have a slight correlation with high Heat Test scores, which means that celebrities actually help boost diversity scores.

Consumer packaged goods and technology industries had the lowest scores despite higher diversity in audiences for CPG brands, with women making up 70 to 80% of CPG purchases, the research stated.

According to "The Heat Test," the majority of brands (69%) with ads that represent diverse individuals in a three-dimensional way, rather than relying on stereotypes see better performances on their stock prices.

Source:
Campaign US

Related Articles

Just Published

1 day ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

1 day ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

1 day ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

1 day ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.