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Male celebrities dominate in Super Bowl LII ads

For millions, the real show during the upcoming Super Bowl will be the commercials that run when the action on the field stops – Feb 3, 2018

Just who are the 111 million viewers of the Super Bowl? According to Nielsen, the audience last year was almost evenly split between men and women – 53 per cent and 47 per cent, respectively.

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But advertisers are again turning mostly to male celebrities. Charles R. Taylor, a professor of marketing at Villanova University, said his analysis of Super Bowl ads released in advance last week showed a roughly 2-1 ratio of male-female celebrities in principle roles – in line with past years.

The first exception came after the kickoff. Toyota touted its longtime Olympic and Paralympic sponsorship with the story of Canadian Alpine Skier Lauren Woolstencroft, a Paralympic gold medallist .

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Later, Cindy Crawford will reprise her role for Pepsi in a nostalgic spot celebrating pop culture moments of years past.

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