"Pensioners remain virtually invisible in UK television advertising, with over-70s appearing in just two per cent of campaigns last year, research has shown. The report, commissioned by Channel 4 as part of its Mirror on the Industry project and carried out by the agency Tapestry, found that other groups such as pregnant women and disabled people are also being sidelined. The research audited the top 500 adverts across all broadcasters over two, four-week periods."
"Despite over-70s accounting for nearly 14 per cent of the population of the United Kingdom according to the latest National Census, they featured in just two per cent of adverts. Pregnant women appeared in only 0.1 per cent of adverts, while disabled people featured just 4 per cent of the time, a figure unchanged since 2018, despite making up nearly one in five of the population."
Pensioners remain virtually invisible in UK television advertising, with over-70s appearing in just two per cent of campaigns despite comprising nearly 14 per cent of the population. Pregnant women appeared in only 0.1 per cent of adverts, while disabled people featured in four per cent of adverts, unchanged since 2018 though almost one in five people are disabled. The research audited the top 500 adverts across broadcasters over two four-week periods and was commissioned by Channel 4 and carried out by the agency Tapestry. By contrast, Black people were over-represented, appearing in more than half of adverts in 2022.
Read at www.independent.co.uk
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