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The Enterprise Guide on Innovation and Security with Generative AI

Samba TV’s 2025 Report Shows a Troubling Drop in TV Diversity and Ad Reach

Samba TV’s 2025 Report Shows a Troubling Drop in TV Diversity and Ad Reach

Samba TV, a big name in media intelligence powered by AI, just dropped its 2025 State of Diversity on TV report, and it’s eye-opening. It takes a deep look at the ongoing issues with representation in both TV shows and advertising. The numbers are pretty troubling: there’s been a 5% drop in non-white actors in the most popular TV programs compared to last year. Plus, Hispanic talent is seriously underrepresented, both on screen and in the ads we see targeting Hispanic households.

“Samba TV’s CEO and co-founder, Ashwin Navin, said, ‘Representation isn’t just about looks; it’s crucial for business.’ Our data shows that when casting is diverse, audience engagement goes up. There’s a solid +36% connection between seeing diverse faces on screen and the number of people who tune in. When folks see themselves in the content, they’re way more likely to watch. So, being inclusive isn’t just nice; it’s smart for advertisers, networks, and streaming services.”

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Although Hispanic individuals comprise 20% of the U.S. population, only 7% of actors in top shows are Hispanic. Even more surprising, Asian representation fell by 50% since last year, landing at just 6%. Meanwhile, white households get a whopping 63% of ad impressions, even though they only represent 58% of the population. Hispanic households, on the other hand, receive 21% fewer ads than what their numbers suggest they should.

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Samba TV’s report gives more insight into the trends around diversity in TV viewership, showing that:

Diversity in Casting Is Dropping Even Though Audiences Are More Diverse: There’s been a 5% decline in diverse casting among top TV shows, down to 42% overall.

Straight-Up Underrepresentation: Asian representation took a nosedive by 50%, now at just 6%, while Hispanic representation is still lagging at 7%, which is way below their 20% share of the population.

Linear Networks Are Doing Better with Inclusion: ABC is leading the pack with 55% non-white casts in their top shows, with Netflix and NBC close behind at 44%. However, streaming shows are still over-represented by white actors, making up 60% of casts against a population share of 58%. Linear TV is a bit more balanced at 56% white cast members, largely thanks to better representation of Black and mixed/other race talent.

Diverse Casting Boosts Engagement: There’s a 36% positive link between diverse casts and viewer numbers, especially among Black audiences tuning into Black-led streaming shows, which see as much as 68% engagement.

Not All Genres Are Equal: Scripted crime shows are doing well with 47% non-white casts, while reality TV lags behind with just 33%.

Mixed Results for Diverse Shows: Netflix renewed popular, diverse shows like “XO, Kitty” (63% Asian) and “Survival of the Thickest” (88% Black). In contrast, CBS and NBC canceled “The Equalizer” and “The Irrational,” even though those shows were hitting the mark on representation.

Brands Need to Step Up: Ads in education and finance resonate well with Black audiences, while pet care and pharmaceuticals fall short with Hispanic viewers. Companies like Colgate (Hispanic), AAA (Asian), and Rooms To Go (Black) are leading the way in creating culturally relevant ads. 

So, it looks like there’s still a long way to go in making TV and advertising truly inclusive!

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For media inquiries, you can write to our MarTech Newsroom at sudipto@intentamplify.com

 

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