It’s no secret that I am an avid sports fan; something that is completely lost on the bf, who doesn’t really care for sports (even my dad was perplexed by this. Seriously, he once asked me what they were supposed to talk about!). Women sports fans aren’t aberrations either; I know a lot of women who are die hard fans. There is a growing number of women who tune into the NFL regular season and the Super Bowl (last year, female viewership accounted for 46%) but it still seems that advertisers are completely clueless to who is actually watching these games.
According to this year’s Super Bowl Advertising Infographic I snagged from Mashable, it seems to advertisers that the typical Super Bowl viewer is male, golfers, owners of SUVs, in sales, into sci-fi movies, are husbands, and in the market for Kindles, Sony and Vizio brands. Let’s see, and I am exactly none of these things. And you know what? It really sucks being overlooked like this. I have money too (well, I will have money soon) but it doesn’t feel like that matters. According to the subject matter of the ads, I have no buying power (okay, I don’t at the moment but will by next month). But that the fact that I do have buying power is simply inconsequential. WHAT AM I SUPPOSED TO DO WITH ALL THIS MONEY?!
Look, I know that the majority of Super Bowl viewers are in fact male (last year they accounted for 54% but even that gap is slowly evening to an even split), but it would be so nice to have a couple of commercials that don’t use provocatively dressed women to sell beer, cars, or web services. Are women not buying cars? Or beer? Or Doritos? Or interested in fiscal independence? You know what women get?
John Stamos and yogurt. YOGURT.
Really advertisers? You think the only thing I could really care about is yogurt? And please don’t get me started on the farce that is the “New Adventures of Old Light Brown M & M.”
It’s time that brands and advertisers stop ignoring half of the population to shill their products during the biggest commercial event of the year. It’s not fair to barely be pandered to during the rest of the year, only to be systematically ignored on the largest platform known to business. I’m good enough to spend thousands of dollars on but not millions? That’s not a message you want to send to your potential customers.
I’m hopeful that, with the increased female viewership, brands and advertisers will finally wise up and begin to create commercials that appeal to both genders.
Because really, no one should be subjected to the nonsense that is GoDaddy.