The Super Bowl ad shopping season has started slow start due to the uncertainty surrounding the pandemic regarding the match schedule as well as the mood of the public. Purchases have recently accelerated as brands realize that the audience of sports spectators is still very active. After deciding to go all-in to the Super Bowl despite initial hesitation, there is still important decisions that brands face, especially around creative messaging.
Last year, we saw the tide change: Most deaf and sexist ads began to disappear from Super Bowl programming, replaced by ones that put women in a more honorable position, like All-female space-themed Olay ad replicating the 2019 women’s only spacewalk. The shift we saw wasn’t necessarily that these brands were taking a stand for gender equality. They were just pragmatic, realizing that women are their main clients and that they should start putting them in prominent roles in their advertisements.
Super Bowl Marketers: Don’t Forget Women
Almost half of Super Bowl viewers are women, and that number is only increasing now that we watch football from the sofa against the stadium. Consider the halftime show last year; The internet was on fire with women admiring the strength and agility of Jennifer Lopez and Shakira at over 40. This year’s halftime performer is The Weeknd, who would be more popular with women than men.
It seems that we are now in a time empowerment and awareness of women, more than objectification. If you object to women in your advertisements, you risk alienating a significant number of viewers. And buyers too. It is estimated that women control up to 85% household spending decisions. They are the head of the household, who decide which brands of toothpaste and cleaning products to buy. They also control more expensive items, like expensive tech products and new cars.
From brands that have entered the Super Bowl are Mars Wrigley / M & Ms, WeatherTech, TurboTax, Mountain Dew and Toyota. This year, I wonder if we’ll notice whether or not the Super Bowl commercials are sexist or not, or whether they show racial diversity – another issue that has increased awareness and consideration due to the events of 2020.
How will brands meet people where they are on February 7, 2021? Given how quickly our environments change, from health to politics, there is no sure way of knowing what will be in and on our minds that day. We will likely be ordering food, clothing, electronics, and even alcohol online. Will Drizly make an appearance? Maybe Walmart and Comcast’s new collaborative TV will have some airtime. With people working more on crafts and home organization, it wouldn’t surprise me if Home Depot or The Container Store ran a spot.
Compensate for lost sales
Seeing that Frito-Lay has engaged At three commercials for its snack brands, it’s also clear that many companies will try to make up for lost sales from 2020. Parent company PepsiCo’s top line, for example, has suffered greatly from restaurant closures. and stadiums, so she needs to increase her income for her snacks and packaged foods, hence the focus on Doritos 3D Crunch (back from the 90s) and the new Cheetos Crunch Pop Mix. When you’re stuck at home, the most exciting part of your day might be a new snack.
It’s also a time when brands in the hardest hit verticals will have to decide how wrong they are on the side of optimism. Will we see airlines promoting new policies like unchanged fees? US auto ad spend hit its lowest level in 30 years, dropping 18% in 2020. Auto makers will say enough is enough – advertise now to get rid of last year’s models and promote 2021 ?