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Women Are the Dominant Media Voice During the Super Bowl | Adweek


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And who’s posting and sharing the most? You got that right—women.  (Women like to second screen)

Increasingly, brands are making it a priority to connect with female consumers on Super Bowl Sunday for solid business reasons. Consider these stats: According to Nielsen demographic data, 46 percent of the Super Bowl viewing audience is female, and more women watch the game than the Oscars, Grammys and Emmys combined. She-conomy.com reports that women influence the majority of consumer spending across all categories, and onlineMBA.com published a report that found women comprise the majority of Twitter users (59 percent). Finally, women out-tweet men by 60 percent, per a study of 1,000 British Twitter accounts by Brandwatch.

If all these stats had to be mashed up in one tweet, I’d sum them up with these 140 characters: Women watch equally, buy + share in greater #s than men on Super Bowl Sunday. Ads with female appeal = best return on $4 million price-tag.

It will be interesting to watch for which advertisers know these facts.

Also: Of the 20.9 million Super Bowl-related tweets sent during last year’s game, nearly 30 percent were about the ads.

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