XR Analyzes Creative Content for Ads Aired During 2024 Olympic Games

XR is proud to have partnered with NBCUniversal as the only partner to deliver ads across both linear and digital TV platforms for the 2024 Paris Olympics. 

As a global technology company, delivering ads in 140 markets and in 45 languages, XR is setting a new creative standard for cross-platform advertising, driven by the most comprehensive data intelligence in the industry. 

XR’s AI-powered platform, enables creative analysis at scale, unlocking intelligence across every creative asset by measuring key attributes and specific criteria to deliver creative scoring and benchmarking. 

With all eyes on the Paris games, XR conducted a comprehensive analysis of the Olympic ads with a particular emphasis on skin tone and gender representation.  Mediapost covered the story, highlighting that diversity in skin tone was above the industry benchmark while female gender representation was below.  

During the first weekend of the Olympics, XR’s creative intelligence revealed that darker skin tones were represented in 38% of the Olympic ads, a significant improvement compared to the 14% representation in this year's Super Bowl ads. This also surpasses the overall U.S. TV ad average of 28% for the first half of the year.

Although the 2024 games elevated gender parity among athletes, female gender representation fell 3% below the total first half benchmark of 43%.  

XR also reported the top performing categories by skin tone and gender, showing which industries took home the gold for representation. 

You can only manage what you measure. 

That’s why XR established a highly scaled solution to understand creative through AI-powered asset analysis. Creative intelligence unlocks insights at speed, creating business value at each stage of the creative and media lifecycle, helping advertisers build resonance and increase relevance across audiences.  

Together, we can optimize creative to reach and attract audiences into the market, while creating a more inclusive world, one ad at a time.

Explore the benefits of Creative Intelligence and get in touch with our team to learn more about how XR can fuel your success.

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