YouTube leaderboard: Diversity analysis of most watched ads during COVID-19Collaboration with: Pinkstinks Germany
In cooperation with Pinkstinks Germany, Ceretai has analysed gender representation in the most watched Stay Home commercials in the US during the COVID-19 pandemic. The results confirmed that audiences are guided through advertising much more often by male voices than by female; the ads contained two thirds male speech and more silence than female speech.
“It’s remarkable that even these short ads confirm the inequality we have seen in almost all our previous analyses – that even if women are seen on screen, it’s the men who get to have a voice.” – Matilda Kong, CEO.
Read the full blog post here (German).