February 11, 2016 § 2 Comments
Here’s Dawn Boulanger’s take on how the Super Bowl scored with women.
The Super Bowl 50 match-up between the Broncos and Panthers drew an estimated 111.9 million viewers – the second- highest rated Super Bowl in history. According to Nielsen, 47% of viewers in 2015 were women. If we assume the same viewing patterns this year, 53 million of those watching on Sunday were women – that’s more women than will watch the Oscars, Grammys and Emmys combined!
Women drive the consumer market – they influence the majority of purchases across all categories and they do the majority of social media sharing. Despite their influence, advertisers have historically used the big game to market to men. Past years’ commercial critiques have included the lack of targeting of women and the use of sexist stereotypes to sell products.
There seemed to be some creative change in this year’s Super Bowl spots with advertisers getting smarter about who’s watching, who’s sharing and with an actual attempt at connecting with these powerful female consumers.
Here are a few of the spots that have received positive comments for their representation of women, the use of empowerment in their messaging and their understanding of the target audience.
- Budweiser Ad, Simply Put – Budweiser uses Helen Mirren to send a strong warning against drinking and driving.
- Mini, Defy Labels – Mini Cooper uses powerful celebrities such as Serena Williams to challenge the use of labels and stereotypes.
- Hyundai, Ryanville – with the use of Ryan Reynolds clones and women drivers, Hyundai clearly targeted the female audience.
- No More, Domestic Violence PSA – a powerful message to help raise awareness about domestic violence.
Super Bowl 51 is a long way away – maybe by then we will have figured out Mountain Dews’ PuppyMonkeyBaby commercial!
July 6, 2013 § Leave a comment
Can a brand be patriotic? Of course it can. And evidently Jeep meets consumer expectations for patriotism. It’s the brand associated with winning World War II. And in today’s world, it has come to symbolize American ruggedness and a sense of adventure.
The Jeep brand is named in a survey as the most patriotic brand from 197 famous brand names in 35 categories. The brand lives its heritage and its brand associations with those things that make us American. Take a look at this Super Bowl spot for Jeep and the USO that has been viewed more than 7.6 million times. The emotional resonance of a brand is what takes it from everyday to icon.
A new survey from Brand Keys asked 4,500 consumers to evaluate 197 brands across 35 category-specific emotional engagement values, with one of those values being how much patriotism they emotionally credited to the brand. Brand Keys recognizes that being patriotic is more than waving a flag, but actually having an authentic foundation for being able to wave the flag. Many of these brands would fall into the “American Icon” designation.
February 3, 2013 § Leave a comment
For those in advertising that are spending their Super Bowl money to reach only men, they are missing the wings and nachos boat. The number of men versus women watching is getting more narrow. Who is sitting next to the NFL commissioner at the game this year? Why a little girl from Utah named Sam Gordon — a girl playing in an all-boys tackle football league.
Last year, 54 percent of the roughly 111 million viewers who tuned in to watch the Packers and Steelers on Fox were men, compared to 46 percent women. And those women were not just delivering the pizza and chips to the guys in the family room. They are real fans.
A recent survey by Advertising Age showed that 55 percent of American women watched at least one regular season NFL game last season, and women account for 20 percent of all fantasy football participants. In the last 10 years, the gender gap in the Super Bowl audience has narrowed from 14 percentage points in 2002 to 8 points in 2012. More women are watching the Super Bowl than the Academy Awards!
Since 2004, the NFL has been promoting more family-oriented half-time entertainment and fan attractions. It’s no surprise that Beyonce is the half-time performer this year. She appeals to both strong men and women, and she rocks that modern sensibility for young women. It is also not surprising that the first spot coming out of the half-time show was an All American Jeep and USO salute to our military, to our families and to our faith – voiced by Oprah. As the mother of a deployed Marine, it definitely was my favorite. My husband said, “Let’s go buy a Jeep.”
So what gives with many of the Super Bowl ads? Many are sex-driven, testosterone celebrations. Advertisers are being challenged to find a way to embrace female sexuality without degrading women. “Especially given the female viewership, advertisers have to be broadly acceptable without being polarizing,” said Tim Calkins, marketing professor at Northwestern University’s Kellogg School of Management.
The tasteless award this year may be model Kate Upton in a spot for Mercedes. In the ad, the model is hand-washing a new Mercedes Benz C-Class in revealing attire for the entire 90 seconds of air-time.
But here’s the interesting dilemma: More than half of all women polled in a PHD survey reported that Super Bowl advertisements using sex appeal equally targeted both genders. Seventy-four percent of women aged 18 to 34 said they liked the sexy images in the previous year’s Super Bowl advertisements, compared with 84 percent of men in the same age range. So how do advertisers create the right mix of female sexuality without the woman being portrayed in a demeaning fashion.
One of the ongoing issues for the advertising community is the lack of female creative directors. Some estimate that only 3-4 percent of creative directors are female. Why is that a problem? Because creative departments start to take on the personality of a frat house. Women are not fairly represented unless there are strong women in the account management and/or client side.
October 22, 2012 § Leave a comment
There is a prevalent myth among marketers that women don’t watch sports. The NFL is debunking that myth. Here’s some info from Advertising Age that shows that football scores with women. The Super Bowl’s female audience has more than doubled in only five years. The last three Super Bowl telecasts have set records for being the most-watched shows by female viewers.
And NBC’s “Sunday Night Football” has become the first sports show to finish in the top spot in prime time. Why? Well the weekly match-ups ranked fourth among women 18 to 49 years old, behind only “American Idol” (Wednesday), “The Voice” and “American Idol” (Thursday).
Another clue to the popularity should be the number of pink shoes and gloves you have seen on NFL players during Breast Cancer Awareness month. The National Football League and NFL Players Association support October’s National Breast Cancer Awareness Month with their fourth-annual national breast cancer screening initiative and fundraising campaign. The campaign seems to be working – 64% of NFL female fans and 61% of all NFL fans identify the importance of annual screenings, especially for women over 40.
And football fashion is not far behind. Remember those spots about NFL apparel for women? Well, it turns out that it’s the NFL’s fastest growing consumer-products business, showing double-digit growth. And who’s jersey reigns? Last year it was Pittsburgh Steelers safety Troy Polamalu among women’s jersey sold. Polamalu was followed by Peyton Manning and Drew Brees, who rank fourth and second on the men’s list, respectively, according to stats from NFLShop.com.
The Dunham household has loved Troy Polamalu since he played for beloved USC Trojans. Troy’s brother-in-lay and business partner Alex Holmes says that of Polamalu’s more than 2,222,349 likes on Facebook, 49 percent of his fans are female.