With More and More Women Watching the Super Bowl Advertisers Might Have to Consider a New Audience
It’s officially Super Bowl weekend. All over America households are gearing up with seven-layer dip, wings, chili, and more beer than a frat party.
There’s no shame, like football or not, almost all of us watch this one game. Some of us even love it. But for those of us who watch just to say we did (and partake in the feeding frenzy mentioned above), what can we expect to get out of the Super Bowl this year?
Unfortunately, for me, it won’t be found in the halftime show. Last year’s performance by Beyoncé was the best Super Bowl show in nearly a decade (anyone else remember the horrific Black Eyed Peas halftime from a few years back?), and personally, I just don’t think Bruno Mars can top Queen Bey. Add in the guest appearance by the Red Hot Chili Peppers and honestly, it sounds like that mashup party I never wanted to go to.
After that, we’re left with commercials– and right, football. As always, you can expect an overdose of animal cuteness from the brains of Budweiser – i.e. big horses making friends with golden retriever puppies. According to CNN, Anna Kendrick (Pitch Perfect) will appear in a rival beer ad: Awesome. But she’s asking if she’s beer commercial hot – less awesome? I’m going to stay undecided on this until it airs. However, I am looking forward to the one starring Ellen DeGeneres. This time she’s promoting the new Beats Music App – the twist? Think Ellen meets Goldilocks meets hipsters. How could that go wrong?
For the record, numbers show that each year more and more women are watching the big game. And getting [rightly] offended by some of the more sexist adds. According to AdWeek contributor, Kat Gordon, last year, 30 percent of the 20.9 million Super Bowl related tweets were focused on the commercials. Unsurprisingly, women were the majority of those tweeters.
This year, Gordon, founder of the 3% Conference as well as founder and creative director of Maternal Instinct, has asked for female advertising professionals from all over the US to live tweet the game day ads. The idea behind the national tweeting create a conversation about what women actually think about the adds being airing, specifically the notion that sex sells. Gordon mentions last years waitresses strippers, mud wrestling, and the Go Daddy commercial that still makes me cringe . Yes, the supermodel makeout with the computer programmer (though I admit it was a little bit funny).
This year, make Super Bowl Sunday interactive and tweet what you think! Gordon’s established hashtag #3percentsb.
About Gordon and what she does: The Maternal Instinct is a marketing agency aimed at mothers, while the 3% Conference is designed to teach the marketing world how to address the lack of women’s voices in marketing to and to “offer something that has been sorely lacking for female creatives: a sense of community.”
TAGS: Ellen DeGeneres football super bowl