5 killer stats to start your week

 1. The representation of women in advertising hasn’t improved in a decade

Men are present on screen more than women across all ad categories and the measurements of female representation in commercials have barely improved in a decade.

There are still twice as many male characters as female, while 25% of ads feature men only and just 5% feature only women, and 18% of ads feature only male voice compared to 3% for women.

Source: JWT and the Geena Davis Institute

2. Purpose, not profit, is key to business success

The majority of business leaders believe that a strong corporate purpose, rather than maximising shareholder value, is key to business success.

However, purpose means different things to different companies. A third believe purpose means bringing value to customers, 15% that is involves boosting share price and 11% focus on employees.

40% think its means creating value for multiple stakeholders or offering an aspirational reason for being. But two-thirds are profoundly rethinking this and 52% are moving towards the wider concept of purpose.

Source: EY

3. Demand for marketers on the rise

Marketing vacancies increased by 6.9% in the year ending 31 May, while they were up 12% in the three months.

Branding specialists saw the biggest increase, while ‘professional marketers’ and channel specialists also saw increases, albeit from a low base.

Source: Association of Professional Staffing Companies

4. UK ad spend growth cut

UK advertising will see its eighth successive year of growth in 2017, up 4.1%. However this is a downward revision from the 7% growth predicted in November 2017.

The fall is partly attributed to a decline in TV advertising, with spend now expected to drop by 3%. Digital will also grow more slowly, down from an estimated 15% to 11%.

Source: GroupM

5. Grocery shoppers looking for digital innovation

Grocery shoppers are increasingly interested in how digital can make their shopping trip more convenient and easier as 60% say they will use online for at least some of their trips in the next 2-3 years.

28% say they are interesting in using voice technology, 19% in ordering online and collecting from a secure refrigerated locker and 24% in signing up to an online subscription service.

Source: IGD