XR Extreme Reach, a leading global technology company, has released its 2024 Global Advertising Representation Report. This groundbreaking report is the first AI-driven, large-scale market analysis examining inclusivity across more than one million ads in over 100 countries. The findings highlight significant gaps in diversity representation, opportunities for brands to better connect with audiences, and the role of inclusive advertising strategies to drive business growth.

The report uses XR’s Representation Index (RX)—the industry’s first AI-powered metric that evaluates representation across multiple dimensions—helping brands measure inclusivity and improve their advertising strategies.

What is the Representation Index (RX)?

The Representation Index (RX) is a groundbreaking AI-driven metric developed by XR and The Female Quotient. It evaluates inclusivity in advertising content across a variety of dimensions, going far beyond gender alone. The RX score, measured on a scale from 0 to 100, provides insights into the diversity of representation across several key factors, including:

• Gender expression
• Age
• Body type
• Skin tone
• Accessibility (coming soon)
• Authority (coming soon)

Higher RX scores reflect a broader, more diverse range of representation, offering brands actionable insights to ensure their ads better reflect their audiences and the changing market.

Key Findings from the 2024 Report

The report reveals a global average RX score of 32 out of 100, with variations depending on industry and region. Here are some of the most notable insights:

1. Charity & Non-Profit Ads Lead in Representation:
   • Highest RX score: 42 for charity/non-profit-related ads.
2. Sports Representation Lags:
   • Ads in the sports category scored as low as 28, indicating underrepresentation.
3. Representation by Skin Tone:
   • Only 12% of talent detected in ads have dark skin tones.
4. Gender Representation Gaps:
   • 44% of faces in ads display feminine gender expression.
   • 56% exhibit masculine gender expression—highlighting missed opportunities, particularly since women account for 85% of household spending.
5. Body Type Representation:
   • Just 15% of screen time features individuals with larger body types.
6. Super Bowl 2024 as a Case Study:
   • The RX score for Super Bowl 2024 stood at 41, 28% higher than the global average, demonstrating a promising step toward inclusivity.

How Brands Can Leverage RX for Change

The RX platform has already analyzed over three million advertising assets, enabling brands worldwide to assess their content for diversity gaps, track trends, and ensure campaigns authentically represent their target audiences.

Shelley Zalis, Founder and CEO of The Female Quotient, emphasized:

“Media shapes how we see ourselves and others and by adopting this new metric (RX), brands don’t just close representation gaps—they lead the charge in shaping a more inclusive and profitable future.”

Jo Kinsella, Global President and COO of XR, highlighted the business value of RX:

"RX is the industry-wide metric that provides brands with a standard for measuring inclusivity in content, driving growth by building loyalty, trust, equity, engagement, and sales."

The RX tool offers a standardized way for brands to audit advertising strategies, measure inclusivity, and close gaps effectively to foster brand equity and audience engagement.

XR’s 2024 Global Advertising Representation Report and the RX Index provide vital insights into the inclusivity challenges in advertising. With data-driven strategies powered by AI, brands can adopt a forward-thinking approach, addressing representation gaps while simultaneously driving engagement, equity, and growth.

Brands and advertisers looking to align their strategies with evolving market expectations can leverage the RX index to better connect with diverse audiences and ensure their advertising campaigns are equitable and impactful.