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GLAAD, in partnership with Kantar, releases the first annul report on the state of LGBTQ representation in advertising and marketing. The Advertising Visibility Index measures LGBTQ visibility in advertising and consumer perceptions of inclusion.
The report found that out of the 436 TV ads reviewed, 14 were LGBTQ inclusive. The following criteria were used to evaluate ads (and can be brought into conversations with brands):
- kind of representation present
- type of LGBTQ content illustrated to audiences
- how much screentime LGBTQ people were given
- when and where these ads were aired.
Consumer support of pro-LGBTQ brands, consumers not recognizing inclusion in ads that are meant to be inclusive, and importance of featuring universal empathy and realism in ads are other key findings. Don’t miss the GLAAD Inclusion Playbook and recommendations to make advertising and marketing more LGBTQ inclusive.