The news: Super Bowl LX ads saw some wins—and some losses—for diversity, according to postgame analysis.

• Racial diversity in ads was up from last year’s Super Bowl. Sixty-eight percent of spots represented multiple ethnic and racial groups, up from 57% in 2025, per data from Zappi cited by Adweek. Ads tallied featured two or more distinct racial and ethnic groups for at least three seconds.
• But that number was down from the 2024 Super Bowl, where 70% of ads represented multiple groups.
• Despite the increase, celebrities featured in ads skewed white. 103 celebrities appeared in this year’s Super Bowl ad lineup, but at least 60 were white, said Adweek.
• LGBTQ representation declined for the second year in a row, according to GLAAD. Only five ads during the game—including ones from Levi’s, Nerds, and State Farm—depicted LGBTQ individuals, and all were out celebrities.
• This was also the third consecutive year with no transgender representation in a Super Bowl ad.

Mismatched expectations: Slow progress in racial and ethnic diversity and regressions in LGBTQ representation are misaligned with broader consumer expectations.

• 70% of multicultural consumers feel it is important for brands to positively represent people like them, while 67% value brands whose ads authentically represent individuals from diverse backgrounds, per Snapchat research.
• 53% of these consumers are more likely to purchase from brands that depict people from diverse backgrounds, and 51% are willing to pay more for brands they feel represent them.
• Representation drives purchase decisions. Over 75% of Black and Hispanic adults are more likely to buy products from brands who feature diversity in their ads, per Dentsu. The majority (69%) of Asian American and Pacific Islander adults say the same.
• 43% of US adults feel it is important for brands to use LGBTQ people in their advertising, per MRI-Simmons.
• LGBTQ consumers—including nearly one-quarter of the Gen Zers driving buyer growth—have clear expectations for representation in advertising. Nearly half (46%) of US LGBTQ adults want brands to demonstrate inclusiveness through diverse casting, according to DISQO.

Implications for marketers: The Super Bowl highlighted missed opportunities for brands to connect with the next generation of buyers. Slow growth in racial diversity and no progress in LGBTQ representation fail to reflect the expanding size—and long-term buying power—of diverse audiences.

Brands will gain value by making diversity a core part of their ads. Inclusive campaigns have shown 35% higher short-term sales, 16.3% higher long-term sales, 15% higher customer loyalty, and 33% higher consideration rates, per Dentsu. Brands that invest in representation now will be better positioned to win tomorrow’s buyers.