Feb. 3, 2008 – They’ve been shelling out big bucks for Super Bowl commercials for years, but advertisers are finally wising up to an important advertising truth:
Women are tuned in.
More than 35 million female viewers are expected to watch the much-hyped contest between the New England Patriots and the New York Giants and that means the biggest effort to date to reach out to women during a major sporting event. But that doesn’t mean there will be a total influx of ads for cosmetics or feminine products.
Instead, advertisers are expected to aim for mass appeal. Since women make most of the purchases, from deciding on large investments to everyday things like groceries, it makes sense to include them in the marketing. At an average cost of $100,000 per second of Super Bowl spot time, many companies are unwilling to target just one subset of viewers, which means they may back away from the racy and/or slapstick ads targeted solely at a male audience and produce ads that are more inclusive of women.
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