Study Finds Big Gaps In Advertising Inclusivity
Video ad platform XR Extreme Reach has issued a new report that finds significant gaps in advertising inclusivity. The study assessed more than one million ads that were distributed in more than 100 countries.
The company’s 2024 Global Advertising Representation Report utilizes the Representation Index (RX), introduced earlier this year by XR and The Female Quotient.
In addition to gender, RX currently measures representation across age, body type and skin tone expression. The RX Score measures the diversity of each ad on a scale from 0 to 100, with higher scores reflecting a broader range of representation.
Findings Include:
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The 2024 global average RX score is trending at 32, peaking as high as 42 for Charity/Non-profit and as low as 28 for Sports.
This article underscores a troubling trend in modern advertising: the prioritization of performative inclusivity over authentic engagement. Conservatives value merit, innovation, and timeless principles that unite rather than divide. The push for inclusivity must not devolve into a superficial exercise in quota-filling that undermines the industry's core mission—to connect with audiences through creativity and shared values. Advertisers should focus on universal themes like family, hard work, and community, which resonate across all demographics, rather than succumbing to the pressure of identity politics. True inclusivity arises naturally when businesses are free to innovate and compete without ideological mandates dictating their creative choices.
~Political Media