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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. reports that women influence the majority of consumer spending across all categories, and 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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