A new study examining pay in the U.S. advertising industry finds that women are still earning less than their male peers, even after accounting for nearly every variable commonly cited to explain the disparity.
The research, conducted by strategist Jess Watts in partnership with Dr. Nancy Wayne of UCLA and data scientist Ryan Crone, analyzed survey responses from more than 900 advertising professionals across agency types, roles, and seniority levels. DNA&Stone, the independent agency where Watts joined as chief strategy officer in December (and an ADWEEK Small Agency of the Year 2025 finalist), is publishing the study.
After controlling for factors such as education, experience, hours worked, geography, and agency type, the researchers found that women earn about 5% less than men in advertising on average. For mothers, that figure climbs to 8%.
Both numbers are smaller than the broader U.S. gender wage gap but still statistically significant and, according to Watts, impossible to explain away through the usual structural arguments.
“We wanted to test the arguments that are often made about why the pay gap exists,” she said. “Things like education level, job choice, performance, negotiation, or hours worked. What we found is that women are aggressively mitigating all of those factors, and the gap still exists.”
The study began as a personal project for Watts, a notable hire for DNA&Stone who previously served as director of integrated marketing strategy and brand planning at Expedia Group since 2022. She spent roughly two and a half years researching pay disparities independently, motivated by years of anecdotal accounts from colleagues across the industry.
“As soon as you start working in advertising, you hear stories,” Watts said. “Women comparing salaries with co-workers or realizing a male hire at the same level is earning more. It’s something many people felt in their bones, but there wasn’t enough rigorous data validating it.”
Watts developed the survey in partnership with academic researchers and distributed it across professional networks including the American Advertising Federation, alumni groups, and industry communities. She ultimately collected more than 1,000 responses, with 926 included in the final analysis.
The perception problem
Beyond measuring the pay gap itself, the research also examined how industry professionals perceive pay equity, and how those perceptions compare to reality.
