The Institute for Diversity and Ethics in Sport (TIDES) at the University of Central Florida (UCF) has conducted a new study on the racial and gender make‐up of creative directors responsible for the advertising spots aired during the 2010 Super Bowl at the request of the Madison Avenue Project, a partnership between the National Association for the Advancement of Colored People (NAACP) and Mehri & Skalet, PLLC.
This report seeks to explain the current disparity in hiring practices that exists in the advertising industry regarding race and gender. The data, both quantitative and qualitative, yielded startling outcomes. Racial and gender data was available for 58 of the 67 advertisements aired during the Super Bowl. Fifty‐two of the advertisements were produced by major advertising agencies while the other 15 were either produced in‐house by the companies themselves or by creative directors who were not professionals and some were contest winners. Of those 52 advertisements produced by agencies.