Ahead of kick off, marketers are labeling this year’s Big Game as the Women’s Super Bowl.
And and its about time too: after all, last year’s television ratings show that 48.6m women watched the Super Bowl – accounting for 47% of the total audience.
This year’s Big Game gender marketing mix is still some way from parity or equality, but there are signs of change across the Super Bowl marketing landscape.
For example, the percentage of female celebrities featuring in this year’s Super Bowl spots higher than ever before: 33% in 2019 compared to 25% in 2018), plus there are several notable female empowerment commercials leveraging this year’s game.
The campaigns and Big Game spots putting women’s sport front and centre of the creative include Toyota’s ‘Toni Harris’ college football commercial (see case study), the Girls Inc/CBS/NYGiants girls football public service announcement (see case study), plus the Serena Williams’ fronted Bumble campaign (see case study), as well as several other female-focused Big Game spots from the likes of Olay
and Michelob Ultra.
Stella Artois has even brought back fictional TV feminist icon Carrie Bradshaw for its Super Bowl commercial (alongside the return of The ‘Dude’).
Comment:
From female football players and tennis icons, to vampire slayers and fashion bloggers, when it comes to this year’s Big Game ads, Super Bowl LIII looks set to be the year of the woman.
Long may this continue and let’s hope the trend evolves through the year – especially with flagship women’s sports events such as the INF Vitality Netball World Cup and the FIFA Women’s World Cup on the horizon.
Will 2019 finally be there year that wwmen’s sport and women’s sport’s marketing tips over into the mainstream mass market?
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