Washington, D.C., Feb. 16 – Commercials play a major role in how people with disabilities are portrayed in the mass media. Including disabled people in commercials can remove the stigma and stereotypes that surround people with disabilities. While 26% of adults in the U.S. have a disability, advertising featuring people with disabilities lags is practically absent. As a Nielsen study reflects, “with a $21 billion market potential, advertisers cannot afford to miss the opportunity to engage with the disabled community and their allies.” The Super Bowl commercials, among the most watched of any commercials in the country, provide a platform to examine the representation of disabled people.
A recent Nielsen study examined nearly 450,000 primetime ads on broadcast and cable TV in February 2021. Of those ads, 6,000 (just 1%) included representation of disability-related themes, visuals, or topics. The Nielsen analysis also found that just 3% of ad spend in primetime went to ads featuring disabled people or were inclusive of disability themes in the creative. And this year’s Super Bowl commercials appeared to follow this trend.
“Including an individual with a visible disability in a commercial does not happen by accident,” said Lauren Appelbaum, RespectAbility’s VP of Communications and Entertainment & News Media. “Inclusion of disabled people must be an intentional effort. What we see on screen influences how we act in real life. Thus, when companies make the decision to include individuals with visible disabilities, they are helping to remove the stigmas that currently exist about interacting with us.” [continue reading…]