The ads got particularly bad scores when it comes to ‘cultural relevance,’ especially from Hispanic audiences, according to a new report from the ANA’s diversity arm


Despite heightened scrutiny on their diversity efforts, brands advertising in the Super Bowl failed to improve on key inclusivity measures, according to a newly released study of the ads.

Forty-five percent of the ads had casts that represented diverse and inclusive audiences, according to the Association of National Advertisers’ Alliance for Inclusive & Multicultural Marketing (AIMM), which is nearly identical to last year’s score.

And plenty of brands fell short on a measurement AIMM uses to calculate where brands effectively used cultural insights, especially among Hispanic viewers.

The findings, based on 44 of the 58 ads analyzed by AIMM, suggest little progress has been made in the industry’s push to show a broader range of people in ads. Many marketers have set goals around representation in advertising, a movement that gained more attention following the rise in interest in the Black Lives Matter movement after the death of George Floyd. But these preliminary findings from AIMM suggest many brands have a long way to go in casting and cultural relevance when it comes to the ads they produce for the industry’s biggest night.


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