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Brands that create pro-female Super Bowl ads are succeeding

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Teens react to stereotype-busting Super Bowl commercials

Sixty-one percent of women watch the Super Bowl for the ads, but only two percent feel like the commercials are targeted toward them. Brands that realize women are their audience as well as their consumers are not only building brand awareness but a loyal customer base.

Pro-female advertising, or "femvertising," is important to us as a women's lifestyle media brand. Since more women watch the Super Bowl than the Oscars, Emmys and Grammys combined (source: Nielsen 2014), we wanted to examine these ads through that lens. This was a perfect workshop theme for our Hatch program, where we teach kids media literacy and digital storytelling. We thought it would be interesting to look at the depiction of women in Super Bowl ads and start to understand how that impacts teenage girls.

Here's what we discovered in the SheKnows Super Bowl Survey 2015: 

  • 87 percent of the women we surveyed watch the Super Bowl, but 47 percent don't care who wins
  • Just 1 in 4 women think they see pro-female ads during the Super Bowl
  • 89 percent feel it's important for Super Bowl commercials to feature everyday women and positive female messages
  • 85 percent agree we should hold brands responsible for using their advertising to promote positive messages to women and girls

So what did the Hatch kids think about the ads we showed them?

T-Mobile: Kim's Data Stash

Always: Like A Girl

NFL: No More

Dove: Real Strength

Carl's Jr: All Natural

Sixty-eight percent of women we surveyed said they would be more likely to support a brand if its Super Bowl commercial was pro-female. Brands, are you listening?

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