Page 11 - Hispanic Market Guide 2022

8 Diverse casting isn’t enough—positive portrayal makes a bigger difference. According to research by Kantar in partnership with the Unstereotype Alliance, ads that include diverse casting have almost identical probability that the ad will drive a short-term sales uplift and power--meaning the ad’s potential to contribute to longer term equity--as ads that don't. Ads that feature underrepresented groups in a positive way, on the other hand, see a lift in the potential to build the brand in the longer term and also more potential to influence short-term sales. Diversi9 Ads with Positive Diverse Portrayal +45 on Power +23 on Short-Term Sales Lift A lack of diversity may come from fear of alienating audiences that aren’t like the people represented in ads, but according to Kantar, showing people who are different from the audience doesn’t harm the ad—in fact, if done well, it can improve the ad’s ROI. ty in ads, done well, can improve ROI. Ads with Diverse Casting -1 on Power +1 on Short-Term Sales Lift Copyright © Kantar & Affectiva “Power of Inclusive Portrayal in Advertising” 2021 30% more views attracted to YouTube videos featuring female-led and gender balanced content than male- dominant videos, according to a study done on YouTube content looking at gender portrayal Inclusivity in advertising is also good for brand ROI as inclusive ads positively impact short term sales and longer-term brand building. Gen Z and Millennials are even more sensitive towards this topic, meaning that inclusive advertising will become more important over time. Copyright © Kantar & Affectiva “Power of Inclusive Portrayal in Advertising” 2021 HMC 2022 HISPANIC MARKETING COUNCIL 11