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.