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Numerator Ad Trend Spotlight: Racial Justice in TV Advertising

Following the murders of George Floyd, Breonna Taylor, and Ahmaud Arbery people gathered across the nation, and the world, to demand racial equality and social justice. This movement wasn’t solely taking place in the streets, like many social movements or large scale events, it was being reflected in advertising. For the purpose of this analysis, racial justice messaging is defined as including the terms Black Lives Matter, Racial Equality, Racism, Juneteenth, George Floyd, Breonna Taylor, and/or Ahmaud Arbery.

Download the exclusive report to find out how & where advertisers responded to the movement with Numerator’s Ad Trend Spotlight, powered by Numerator’s Ad Intel data.




TV Ad Spend featuring racial justice messaging increases 5.5x in 2020 vs. previous years

TV Ad spend allocated towards racial justice messaging in the 30 days ending on June 23rd is estimated at $1.6 million -- a 5.75x increase from the $292k spent across the 24 months of 2018 and 2019.


TV ad occurrences supporting racial justice increase 2.6x in 2020 vs previous years

21 brands support racial justice messaging in 2020. These brands have historically not featured ads with messages of racial equality that were this direct, showing the difference and change being adopted with the latest wave of activism and advocacy. Nearly 40% of ad spend featuring racial equality messaging came from categories focused on content creation: Internet Content Providers and Entertainment, Media.


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