Super Bowl: Women most choice Ads
Super Bowl at least as much for the ads as the game watched by 67 percent of women and 48 percent of men. And, Super Bowl watched exclusively for the ads by 32 percent of female viewers versus 13 percent of male viewers. 2.5 times women viewers watch the
AFTER NEARLY four hours of football and more than 60 commercials, 106 million people watched the Super Bowl to make it the most watched program in television history. According to a poll conducted by Hanon McKendry, Super Bowl at least as much for the ads as the game watched by 67 percent of women and 48 percent of men. And, Super Bowl watched exclusively for the ads by 32 percent of female viewers versus 13 percent of male viewers. 2.5 times women viewers watch the Super Bowl predominantly for the ads more likely than male viewers.
The top three ads that resonated most with women as part of the report:
1) Google “Paris” - Communicated pure product benefit that told a compelling story.
2) Cars.com “Timothy Richman” – The ad was easy to like, easy to follow with clear benefit.
3) (Tie) Hyundai “Brett Favre” and all of E-Trade’s “Talking Babies.”
Bottom three ads that did not resonate with women:
1) Tele-flora “Talking flowers in a box” – Communicated you’re not loved – you’re not worth it. This sets back the entire flower industry.
2) Bridgestone Tires “Give up your wife” – Communicated that it’s okay to have your wife gang-raped to keep your tires? This was not received as positive humor at all.
3) Dodge “Man’s Last Stand” – Not only does the ad portray a stereotypical male persona, few people could name the advertiser.
Hoffman York has conducted proprietary researchs over the past four years that provides criteria to successfully reach a female audience.
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