Super Bowl ads targeting women

Supermodel Adriana Lima plays with a football during a Victoria's Secret ad set to air during the Super Bowl this Sunday.

TEXT OF STORY

Doug Krizner: Of course, we've got the Super Bowl on Sunday. For some viewers, the commercials are the highlight of the broadcast. As Andrea Gardner reports, a few of this year's ads are targeting women.


Andrea Gardner: For the first time, Proctor & Gamble's Tide brand will advertise during the Super Bowl. The ad, for Tide's stain removal stick, is meant to reach female football watchers. So are commercials for Victoria s Secret and Sunsilk hair care.

Though the Super Bowl has long been known as a male event, there are new reasons to target women this year.

Marketing consultant Lisa Johnson says the writer's strike has forced the cancellation of numerous TV shows where advertisers primarily reach women. That includes the Golden Globes, and potentially the Oscars.

Lisa Johnson: Right now, if you look at media buyers, they're looking carefully at what are some sure bets. Because there are a lot of shows and events that we're not sure of. And see, you want to make sure you have a secure buy.

Johnson says 40 percent of the Super Bowl audience is female. Many say they watch primarily for the commercials.

In Los Angeles, I'm Andrea Gardner for Marketplace.

About the author

Andrea Gardner is a journalism professor and writer in Pasadena, Calif.

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