For the fourth year in a row, The 3% Conference hosted their Super Bowl Tweetup by inviting female creatives from all over the country to tweet in real-time their reactions to the ads, using the hashtag #3percentsb.
According to the 3 Percent conference, the reasons for this is because women watch equally, buy and share socially in greater numbers than men on Super Bowl Sunday. That means that ads with female appeal are the best return on a $5 million price-tag, states the 3% Conference website. “And who better to judge the ads than female media-makers who know what goes into the making of a Super Bowl Spot?”
3% team members went to POSSIBLE LA, Digitas San Francisco, Digitas Boston, Miami Ad School, and GTB for the tweet-up.
Here is what they discovered:
“Online activism works. This year’s Super Bowl advertisements were filled with important and heartwarming messages like supporting paid family leave and celebrating diversity across America,” said Jennifer Siebel Newsom, founder and CEO of The Representation Project.
“Compare that to just four years ago when nearly every ad featured a limiting and often harmful message about women, telling us that our value lies solely in our youth, beauty, and sexuality,” Newsom explained. “This dramatic shift didn’t happen on its own — consumers made their voices heard at the Super Bowl and throughout the past four years with our #NotBuyingIt campaign.”
“As a result, advertisers, media outlets, and brands are listening, ensuring a Super Bowl full of inclusive ads that uplift our culture, rather than demean it,” she added.
