Diversity in Advertising Programs and Agencies

Part
01
of five
Part
01

Diversity - Advertising Programs: Universities (Undergrad)

The percentage of females in advertising programs in universities in the US is about 68.1%, while the percentage of males is about 31.9%.

Gender of Students in Advertising Programs

  • The percentage of females that were awarded a degree in advertising programs in the US is about 68.1%.
  • The percentage of males that were awarded a degree in advertising programs in the US is about 31.9%.

Race of Students in Advertising Programs

  • The percentage of White students that were awarded a degree in advertising in the US is 61.9%.
  • The percentage of Hispanic or Latino students that were awarded a degree in advertising in the US is 13%.
  • The percentage of Black or African American students that were awarded a degree in advertising in the US is 5.92%.
  • The percentage of Asian students that were awarded a degree in advertising in the US is 4.49%.
  • The percentage of students that are two or more races that were awarded a degree in advertising in the US is 3.26%
  • The percentage of American Indian or Alaska Native students that were awarded a degree in advertising in the US is 0.25%.
  • The percentage of Native Hawaiian or Other Pacific students that were awarded a degree in advertising in the US is 0.18%.

Research Strategy

To understand the diversity in the advertising programs at universities (undergrad) in the United States, we extensively searched media and industry sources for the latest demographic enrollment data. Data on enrollment was unavailable, however, we were able to find data on degree awarded by race and gender. Although not all those who enroll in a program degree program graduate from the program, the data is a very close substitute and graduation data is likely to closely mirror the enrollment number. Hence, we have provided gender and race data based on those awarded a degree in advertising in the US in 2016, the latest data available.
Part
02
of five
Part
02

Diversity - Advertising Programs: Portfolio (Master Program) Schools

The percentage of females in advertising master programs in the US is about 76.17%, while the percentage of males is 23.83%.

Gender of Students in Advertising Masters Programs

  • The percentage of females that were awarded a degree in advertising master programs in the US is 76.17% (163/214 * 100).
  • The percentage of males that were awarded a degree in advertising master programs in the US is about 23.83% (51/214 * 100).

Race of Students in Advertising Programs

  • Data on the diversity breakdown of the people that enroll in advertising programs at portfolio (master program) schools in the US is unavailable, however, the data is likely to mirror that of bachelor's degree already provided in the previous request.
  • However, the National Center for Education Statistics (NCES) provides data on the breakdown by race of master's degree students in the field of Communication, journalism, and related programs, the field under which the NCES groups the advertising discipline.
  • According to NCES, the percentage of Whites in master programs in Communication, journalism, and related programs is 52.30% (5,061/9,676 * 100).
  • The percentage of Blacks in master programs in Communication, journalism, and related programs is 12.85% (1,243/9,676 * 100).
  • The percentage Hispanics in master programs in Communication, journalism, and related programs is 8.36% (809/9,676 * 100).

Research Strategy

To understand the diversity in the advertising masters programs at universities in the United States, we extensively searched media and industry sources for the latest demographic enrollment data. We searched sources such as Statista, the US Census Bureau, Data USA, and the National Center for Education Statistics (NCES). Although data on enrollment was unavailable, we were able to find data on degree awarded by gender. Although not all those who enroll in a degree program graduate from the program, the data is a very close substitute and graduation data is likely to closely mirror the enrollment data. Hence, we have provided gender data based on those awarded a master's degree in advertising in the US in the 2016/2017 academic session, the latest data available.

The above research path didn't reveal data on the race of master’s degree students awarded degrees in universities in the US. The National Center for Education Statistics (NCES) which normally provides such data and from where we culled data on sex and race for undergraduate program in advertising only provided data on the sex breakdown of master’s degree students in the US. The NCES groups the advertising discipline under "Communication, journalism, and related programs" field and only provided master’s degree students racial data for the field.

We tried to see if individual colleges that offer a master’s degree program in advertising in the US provide such data on their student publicly so we could use the data to extrapolate for the US in general, but we were unable to find such data after an extensive search. Hence, we have reported data on racial breakdown of master’s degree students in "Communication, journalism, and related programs" field generally.

Given that it is those with a bachelor's degree in the discipline that typically seek masters in the same discipline, the data on racial breakdown provided for undergraduate students provided in the previous request is likely to still be relevant for the master's degree.

Part
03
of five
Part
03

Diversity - Advertising Programs: Portfolio Miami Ad School, Creative Circus, and VCU Brand Center

Across Miami Ad School, Creative Circus, and VCU Brand Center, females account for the larger percentage of the student population, ranging from 56% at Creative Circus to 64.9% at Miami Ad School. Creative Circus and VCU BrandCenter have a predominantly White population, while only 12.5% of Miami Ad School student population identify as Whites. Further details on the race and gender of the student population in these schools have been provided below.

Miami Ad School

  • Out of 144 total Miami Ad School, approximately 64.9% are female and about 35.1% are male.
  • One man and four women identify as Asians among Miami Ad School students, accounting for 3.5% of the total students.
  • 12 men and 31 women identify as Hispanic, accounting for 29.9% of the Miami Ad School student population.
  • Nine men and nine women identify as Whites, accounting for 12.5% of the Miami Ad School student population.
  • Seven men and six women identify as African Americans, accounting for just over 9% of the school's population.
  • One woman identifies with two or more races, accounting for less than 1% of the school's population.

Creative Circus

  • As of fall of 2018, males made up 44% of the Creative Circus student population, while females made up 56%.
  • Whites accounted for 65% of the Creative Circus student population, while Blacks or African Americans accounted for 10% of the student population.
  • On the other hand, 8% of the student population identify as Hispanics, while 9% identify as Asians.
  • Three percent of the student population identify with two or more races, while 2% identify as Native Hawaiian or Pacific Islander.

VCU Brand Center

  • Males make up 39% of VCU BrandCenter's student population, while females account for 61% of the same.
  • The minority population is 39% of the overall VCU BrandCenter student population.
  • However, in the class of 2020 intake, only 25% self-identify as people of color.

Research Methodology

To identify the statistical breakdown of the diversity of students that enroll in advertising programs of the three assigned schools (Miami Ad School, Creative Circus, and VCU Brand Center), we searched through each school's website for reports and pages that highlight the demographic profile of the school. While Creative Circus and VCU Brand Center had some reports/documents on the student population, these reports were not bifurcated by the programs offered.

However, it is pertinent to point out here that on further perusal of each school's program, it can be said that all their programs are ad-related, typically covering five major themes: art direction, copywriting, design, photography, and interactive development. We did not find any report by Miami Ad School on its student population, although there were other reports on other subjects.

Our next approach was to search through third-party websites that provide information on universities such as Data USA and College Tuition Compare. Through this approach, we were able to gather more data on Miami Ad School and Creative Circus. Unfortunately, data on VCU Brand Center was not available on these sources.

Next, we conducted a press search on these schools with a specific focus on the student population. While we found some articles on these schools, these articles do not dwell on the student population demographics extensively and only passively make statements such as "25 percent are people of color, and over 60 percent are female" without any further breakdown. As such, we have provided the overall student population of these schools on the basis that most of the programs offered are advertising-related.




Part
04
of five
Part
04

Diversity in the Advertising Sector

The percentage of females in the advertising industry in the US is 47.5%, while the percentage of males is 52.5%.

Gender of People in the Advertising Sector

  • The percentage of females in the advertising industry in the US is 47.5%.
  • The percentage of males in the advertising sector in the US is 52.5% (100 - 47.5%).

Race of People

  • The percentage of White people working in the advertising industry is 85%.
  • The percentage of Black or African American people working in the advertising industry is 5%.
  • The percentage of Latinos or Hispanics working in the advertising industry is 8.5%.
  • The percentage of Asians working in the advertising industry is 10%.
  • The data above was extracted from the US Bureau of Labor Statistics and they note that "estimates for the above race groups (White, Black or African American, and Asian) do not sum to totals because data are not shown for all races. Persons whose ethnicity is identified as Hispanic or Latino may be of any race."


Part
05
of five
Part
05

Diversity in an Advertising Agency

The percentage of females working in a typical ad agency in the US is about 67%, while the percentage of males is about 33%.

Gender Diversity in a Typical Ad Agency

  • The percentage of females working in a typical ad agency in the US is about 67%.
  • The percentage of males working in a typical ad agency in the US is about 33%.
  • The percentage of Chief Marketing Officers (CMOs) in ad agencies in the US that are female is 45%.
  • The percentage of CMOs in ad agencies in the US that are male is 55%.

Racial Diversity in a Typical Ad Agency

  • The percentage of Whites working in a typical ad agency in the US is 74%.
  • The percentage of Blacks or African Americans working in a typical ad agency in the US is 6%.
  • The percentage of Hispanics working in a typical ad agency in the US is 8%.
  • The percentage of other racial groups working in a typical ad agency in the US is 2%.
  • The percentage of CMOs in ad agencies in the US that are White is 87%.
  • The percentage of CMOs in ad agencies in the US that are Blacks or African Americans is 3%.
  • The percentage of CMOs in ad agencies in the US that are Latino is 5%.

Research Strategy

To understand the nature of diversity in a typical ad agency in the US, our research team relied on 2018 data provided by the Association of National Advertisers (ANA) in the US on its members. The ANA is an association of Ad Agencies in the US with "nearly 1,800 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually." Hence, data on the diversity of its members mirrors the diversity of typical ad agencies in the US.
Sources
Sources