Men Appear in Ads 4 Times More Than Women, According to Research Revealed at Cannes
Men also have seven times more speaking roles than women.
“Advertising, just like television and film, doesn’t represent as many women as men on screen. Men appear in ads four times more than women and have seven times more speaking roles, according to new research from J. Walter Thompson and the Geena Davis Institute on Gender in Media that was revealed during a panel at Cannes.
The agency and institute also found that there are twice as many male characters as female characters in advertising. To conduct the research they looked at 10 years (2006 to 2016) of audio and video content from Cannes’ film and film craft shortlists and winners, according to a rep for the agency. (Though, it’s worth noting that they only looked at English speaking work.)
The research, which used the Geena Davis Institute’s tool, the GD-IQ or the Geena Davis Inclusion Quotient, also revealed that 25 percent of ads feature just men while only 5 percent of ads only show women. Men are the only speakers in 18 percent of ads compared to just 3 percent of ads with women as the sole voice.