Women account for an estimated 45 percent of the NFL’s 150 million American audience and are perhaps pro football’s true MVPs. Female fans, a group beloved by advertisers, represent the league’s biggest opportunity for growth. And, according to our recent Ketchum Breadwinner PheMOMenon study, nearly half of all U.S. moms (49 percent) are now the primary breadwinner or are on par financially with their significant other. That makes women (and especially moms) a force to be reckoned with in the NFL, even if they aren’t lining up on the gridiron.
Will this year’s Super Bowl succeed in scoring with the female fan base, or will the domestic abuse issues and “deflate gate” cast a shadow over women’s interest in the game?
If last year was any indicator, the Super Bowl will be used even more in 2015 as a platform to connect with moms and their families. Of course there will be cute puppies (or, in the case of Go Daddy, not), big stars and lots of humor. But, our Breadwinner PheMOMenon data reveals that the true key to reaching moms has everything to do with how they define success.
Working moms have a very clear vision about how they define their personal success: being in good health, having a strong home life and raising healthy, well-adjusted children. So, the NFL, and its advertisers, would be wise to portray moms in one of those ways.
Last year, a new entry to the Super Bowl marketing mix did just that. GoldieBlox, an upstart toy company, won the chance to run a thirty-second ad and used the opportunity to show moms, “that femininity is strong and girls will build the future—literally.” The ad made a direct and compelling connection to moms’ desire to raise well-adjusted children.
This year, advertisers will take myriad approaches to align with a mom’s definition of health and success. Some will focus on the importance of the family unit, while others will tackle more sensitive topics head on. As an example, No More will be the first organization to ever address domestic violence in a Super Bowl commercial. The ad will feature an actual 911 call from a woman in distress reaching out for help.
I’ll be keeping my own personal “marketing to moms” scoreboard by looking for these four ways that Super Bowl marketing can score big with women and moms:
1. Connect with their personal definition of success
2. Streamline everything and save them time
3. Help them find a sense of shared responsibility in and around family
4. Showcase their sense of purpose and have fun while doing so