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IPFS News Link • Entertainment: Sports

Why Do Super Bowl Ads Drop the Ball for Female Viewers Each Year?


I’m sure I’m not alone on that last one. When are the Super Bowl ad execs going to catch on to the fact that women watch the Super Bowl, too, and not just for the half-time show?

According to a recent survey by Advertising Age, 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 between 54 and 46 percent in 2012. This means more women are watching the Super Bowl than the Academy Awards! And George Clooney attends those!