Diversity in Video Ads: Gender, Age, and Ethnicity Benchmarks

Extreme Reach analyzed more than 1 million video ads in North America in 2022 to examine representation in ad creative. Women were found to be highly underrepresented in video ads, making up only 34.8% of people shown and 26.6% of people heard. People ages 20-39 are highly overrepresented, comprising 77.7% of the cast despite being only 26.7% of the population.

Whites, Blacks, and Asians were found to be overrepresented in video ads, while Hispanics and Latinos were underrepresented. This report was based on data from an analysis of 1 million video ads in North America in 2022.

It is clear from these findings that representation in video ads does not reflect the US population. This highlights the need for greater diversity in advertising and media.