GLAAD launched at Cannes Lions 2023 a new report and scorecard looking at inclusivity and diverse visibility in marketing and advertising campaigns.
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GLAAD, the American LGBTQ media advocacy organisation, unveiled the Advertising Visibility Index at Cannes, a report in partnership with Kantar with data-backed review of LGBTQ representation in mainstream advertising, as well as a playbook for brands to improve the quality, quantity and diversity of LGBTQ inclusion in their ads.
The Advertising Visibility Index features a scorecard to measure the quality and quantity of LGBTQ representation in advertising. It evaluates an ad based on the kind of representation present, the type of LGBTQ content illustrated to audiences, how much screen time LGBTQ people were given, as well as when and where these ads aired.
Backed by a consumer perception study of 1,000 US adults aged 18 and over, they found that the quality and quantity of LGBTQ-inclusive ads are insufficient, with LGBTQ people having received only 1.42% of screen time and featured in only 3% of ads of the 400+ TV ads evaluated from the top ten largest advertisers in the US.