Super Bowl Advertisers, Surprise: Women Are Calling The Plays Now

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If your Super Bowl media plan still assumes the audience is mostly men arguing about fourth downs and wings, CivicScience has some gentle but urgent news: women are very much in the building, and they are increasingly driving how the Big Game is watched, wagered on and monetized.

According to new consumer data from the researcher, overall Super Bowl viewing intent is holding steady year over year, but women are quietly boosting their presence. Roughly six in ten U.S. women say they are at least somewhat likely to watch this year’s game, marking a notable jump from last season, while men’s intent remains largely flat. Translation for advertisers: the audience pie is not getting bigger, but it is getting more balanced.

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