Pensioners massively underrepresented in TV adverts, research finds

Research, retirees almost invisible in the UK television advertising, showed that over the 70s last year, only two percent of the campaigns.

The report, which was commissioned by Kanal 4 as part of the mirror in the industry project and by the agency gobles, found that other groups such as pregnant women and disabled people also took the lead. The research has supervised the top 500 ads for all publishers for four weeks. The company’s sixth year.

According to the latest national census, although the British population over the age of 70s made up about 14 percent, they were only in two percent of the advertisements.

Pregnant women appeared in only 0.1 percent of advertisements, and the disabled has not changed since 2018, although the disabled constitutes approximately one of the population.

In contrast, black people are significantly represented on the screen. Following the Black Lives Matter movement, the study shows that they are more than half of the ads that rises sharply from 37 percent in 2020.

According to the 2021 census, black people make up about 4 percent of the population in England and Wales.

South Asian people, 17 percent of the population higher than 8 percent of the population they represented, while the East Asians were present in 11 percent of the campaigns compared to 1 percent of the people.

Marcus Ryder, General Manager of Film and TV Charolers, said that imbalance shows the need for a wider diversity among the decision -makers in the sector.

“Diversity should always be more than just counting their heads,” he said. Times. “Is the black person only seen as a normal father? Sometimes after the age of 30, all black people seem to be dying. The bosses are looking at the targets, contrary to structuring.”