Canadian Marketing Blog

The 2008 Superbowl welcomes women

The Globe and Mail recently published an article about how women's products are going to be featured in advertisements during the superbowl this year. Companies are realizing that women watch sports too (surprise)! This is a huge opportunity for companies to promote products directed towards women, rather then the usual beer and food ads that target men. I am wondering how men are going to respond to these ads? Will it affect viewership? I am interested to see sales results for women's products advertised during the superbowl. It has been proven in past years that products advertised during the superbowl are linked to an increase in sales for that company. Will this prevail for women's products? Men, move over. Companies are making room for women at the 2008 superbowl!

When I picture Superbowl Sunday, I picture a group of guys cheering in front of the TV screen in their jerseys, with a chicken wing in one hand and a cold beer in another. But it’s true… women watch the Superbowl!

Apparently women make up 40% of the Superbowl audience, so it is about time companies recognized this and catered their marketing strategies to women as well. Another interesting comment that I heard about the Globe and Mail article (which was discussed on the 104.5 CHUM FM morning show yesterday) is that women are the main household decision makers in terms of what is bought and how much is spent. Therefore, of course, cater your ads to women!

Men will most likely respond to these ads in a variety of ways. First of all, do men really focus on the commercials? Or are they talking about the play they just saw or the call that was just made? They are also most likely using the washroom, getting another beer or getting more food during this time. In contrast, as a woman I look forward to the commercials and not the game itself. I take my breaks during game time. I’m sure I’m not necessarily the norm, but there must be other women out there who do the same.

Secondly, although the ads are for female products, such as Victoria Secret, not only will the models attract male attention, but Valentine’s Day is coming up. The men may see something they like and as a result, go to the store and buy it for their partner. Alas, Valentine’s Day shopping is no longer stressful and they have not forgotten it either. So quite possibly these ads can work in favour of everyone!

Overall, the ads shouldn’t affect viewership. True fans are there to watch the game; the ads are a bonus. Perhaps it may increase viewership because women now know that they are specifically being targeted and so may pay extra attention to the ads and sit on the couch longer.

With this new focus, it seems like the Superbowl is accommodating everyone and that couch space may be limited!

Maybe couch sales will increase this week… who knows!?

While advertising initiatives for the 2008 Superbowl may have intended to direct themselves towards women, they appear to remain targeted towards what we can assume is a male audience.

The advertising this year remained inclusive of the organizations we have come to associate with the Superbowl such as Budweiser, Pepsi, Coca Cola and an assortment of automotive companies. While I will not argue that these companies disregard women, there certainly was not a significant shift in regards to who advertised and how it was executed.

In reference to the products advertised that are assumingly appropriated for women (i.e. Sunsilk and Victoria's Secret), it is necessary to question whether these products encourage women's interest in the sporting arena or whether they simply persuade them to improve their aesthetic self.