Super Bowl Ads With Women Score As More Effective With Men?
Male viewers consistently rated ads featuring women higher than female viewers, while female voiceovers and closing female dialogue saw strong effectiveness scores across all demographics.
Super Bowl advertising trends in 2024 highlight notable shifts in audience perception, particularly regarding female representation in ads, according to data from iSpot. Male viewers consistently rated ads featuring women higher than female viewers, while female voiceovers and closing female dialogue saw strong effectiveness scores across all demographics.
- Across almost all categories, male viewers tend to rate Super Bowl ads with females higher than female viewers.
- Ads featuring exclusively female voiceovers had the highest effectiveness score among all categories in 2024, particularly among female (618) and GenPop (600) audiences.
- Ads where an on-screen female speaks last performed notably well among all audience segments in 2024 (574 for females, 577 for males, and 576 for GenPop), indicating that ending with a female voice may be effective. In the long-term 2010-2024 data, though, this category scored lower on average (546 for females, 558 for males), suggesting a recent shift in audience perception.
- Female celebrity appearances in ads show only a minor impact on ratings. In 2010–2024, GenPop rated these ads 561, just slightly above the 560 average for all Super Bowl ads. In 2024, male viewers rated female celebrity appearances highly (573), but female viewers did not see much of a difference (549).
- Compared to long-term data, female viewers in 2024 generally rated ads lower across most categories. For instance, the average score for all Super Bowl ads dropped from 554 (2010-2024) to 548 (2024), indicating a potential shift in engagement or expectations.
Check out more Super Bowl insights from iSpot and other Measure partners in our special Super Bowl insights feed.