People feel less represented in advertising this year

Diversity in advertising declined in Q2, according to the latest report from Spark Foundry.

The Q2 Insights Accelerated study, which looks at consumer trends on a quarterly basis, found that people feel less represented in ads this year, with sentiment levels 7% lower than in Q2 2023.

This was evident in almost every audience segment, with the decline most noticeable among people of colour, LGBTQ+ people and neurodivergent individuals.

The only group that felt more represented in ads was the over-55s.

Strong performance from TV and YouTube

That said, people feel more represented in some channels than others.

The most representative channels were TV and YouTube, chosen by a respective 57% and 56% of participants.

Both have improved strongly from Q2 2023 — up 11% and 17% respectively, the report found.

Meanwhile, there has been a 10% increase in those who consider ads in ad-supported VOD (AVOD) platforms, such as Netflix, Disney+ and Amazon Prime Video, to be representative.

Lindsey Clay, CEO of Thinkbox, told The Media Leader: “While it’s disappointing that advertising generally isn’t living up to expectations, it’s encouraging to see that the good work being done in and on TV is moving things in a better direction.

“But 57% still isn’t good enough — and there’s a lot more work to do.”

More diverse radio ads

Notably, representation in radio ads has seen a considerable improvement, with 49% of respondents now believing the channel to be representative compared to 32% in Q2 2023.

This figure is even higher among younger demographics, with 57% believing radio ads are representative.

According to the study, the increase is likely the result of “the integration of TikTok content and creators into traditional radio platforms”.

Speaking to The Media Leader, Lucy Barrett, client director at Radiocentre, said: “Commercial radio is listened to by over 40m people each week, reaching a diverse range of audiences. With a variety of voices among on-air radio talent, it seems natural that advertisers would seize the opportunity to make content that resonates and represents a broad audience.”

William McMahon, head of technology and innovation at Spark Foundry, stressed the importance for brands to commit to diversity.

“Leveraging social platforms like TikTok to create cohesive and engaging experiences that resonate with audiences, making them feel recognised and connected, should be a key focus when planning campaigns,” he said.

“Additionally, the consolidation of TV formats provides an opportunity for brands to develop single, impactful TV ads that tell representative stories, driving better brand lift and sales success.”

The survey involved a panel of 1,300 nationally representative people. It is part of a wider report that also looked at the rise of gaming and the growing interest in sustainable travel and transport.

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