This year’s Super Bowl ads were sorely lacking in LGBTQ+ inclusion, continuing the community’s longstanding dearth of representation during America’s most-watched event.

This year, only four out LGBTQ+ celebrities appeared in commercials during the game, according to an analysis from Ad Age, which identified Dan Levy in an ad for Homes.com, Michelle Rodriguez in an ad for the ice cream brand Häagen-Dazs, Jake Shane in an ad for Poppi soda, and Wanda Sykes in an ad for the pharmaceutical company Novartis.

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The number of LGBTQ+ people in the ads is lower than what the publication identified as last year’s six, though GLAAD identified 10 ads last year that featured queer characters or celebrities. But neither was such a large number either, considering the dozens of companies that advertise throughout the evening-time event.

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Ad Age found that overall, advertisers “appear to be dialing back efforts around diversity and inclusion,” which some believe is due to the right-wing push against DEI initiatives that has caused many companies to roll back their own inclusion programs and policies. Prior to the game, only 14 of 58 brands even responded to Ad Age‘s survey regarding the diversity of their upcoming ads, compared to 23 out of 51 last year.

“Outside of a few casting choices… I have not seen much representation of my LGBTQIA+ fam thus far,” said Kindra Meyer, executive creative director of the Verb agency. “Where is the gender-inclusive diversity? Where are the gay people of color? Where are the different body shapes, sizes, and ages?”

Carlton Jared Lockett, who heads strategy at multicultural media company My Code, said at a time when LGBTQ+ rights are being viciously attacked, brands should feel a responsibility to step up for the community.

“The Super Bowl isn’t just a football game, it’s a cultural phenomenon,” Lockett said. “With over 100 million viewers, it’s a moment to look and change the world. This year, as attacks on LGBTQIA+ rights continue to rise across the country, representation is not just a way of inclusion, it’s a way of resistance.”

“For LGBTQIA+ people, seeing oneself on this stage is a confirmation,” Lockett added. “For supporters, it is understanding. And for the brands, it is both the right thing to do and the right thing to do for business. The LGBTQIA+ consumers are a big and loyal consumer market, and still, agencies and brands are afraid to suggest inclusive ideas, fearing backlash or turning off conservative buyers.”

“At times, the strongest messages are delivered through small acts of incorporating diverse people into the world we all inhabit. Inclusion can be as natural and as unobtrusive and still feel quite meaningful,” he said.

There is also intersectionality to consider. Last year, GLAAD said the Super Bowl ads featured depictions of white queer people and left trans and nonbinary people completely absent. This year, Ad Age also found that the Super Bowl ads overall, queer or not, were overwhelmingly white and male.

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