(Orlando Sentinel) The most prominent event in professional sports is peaking with diversity in almost every area except one – advertising.
In 2010, there were no Super Bowl commercials produced by lead creative directors of color. In 2011, that number rose to four according to the second annual study of the racial and gender makeup of creative directors produced by the University of Central Florida's Institute for Diversity and Ethics in Sport.
Of the 66 total advertisements, 58 agencies made data pertaining to the racial and gender makeup of their creative directors available.
"It's always our goal when we do these type of report cards that they will create change," said Dr. Richard Lapchick, who authored the study.
Overall, just seven percent of ads were produced by creative directors of color and six percent used female creative directors.
These numbers are in sharp contrast to the players, coaches and, namely, audience of the NFL. A record 111 million viewers tuned in to watch the 2011 Super Bowl which included its highest female audience, who represented 51.2 million viewers according to Nielsen demographic data.