ER：2023年全球广告中的性别和年龄多样性（英文版）（19页）.pdf

1、Gender&Age Diversity inGlobal Ad Creative2019 2022New Global StudyReleased May 4,2023 2023 Extreme Reach Inc.All rights reserved.2IntroductionMethodologyExecutive SummaryGender DetailAge DetailWhats Next34781318Contents 2023 Extreme Reach Inc.All rights reserved.Marketers wield enormous power in eff

2、ecting cultural norms by how they portray people and situations in brand stories.Since the dawn of advertising,who is cast to“play”consumers and who we hear speaking sets standards around beauty,gender roles,who makes purchase decisions,and more.In December 2022,ER released the first-ever,large-scal

3、e diversity and accessibility benchmarks for the ad industry in North America.That study analyzed 1 million TV and Video ads that were deployed in the US/Canada and publicly available.The methodology grew out of the expanding proprietary work we do with individual clients.This new global study is an

4、 expansion of the gender and age portion of the North American analysis.Because race and ethnicity populations and census designations vary significantly by region,we are working with industry organizations worldwide to ensure that our analysis is both relevant and accurate.We will issue a separate

5、report on those findings in the future.The analysis leverages proven artificial intelligence and machine learning models to analyze video brand stories deployed across regions.In addition,for sample validation and especially for data returned by technology with low confidence levels,we employed dive

6、rse human review.Our purpose is twofold.First,to provide the industry at large with evolving benchmark tracking that is robust in scale to ensure data integrity.But the real power of benchmarks plays out at the marketer level,enabling each unique business to set goals and understand their specific e