This year’s Super Bowl saw a noticeable number of marketing initiatives — both advertising and experiential — focused on women. From food companies like M&M’s to beauty brands like e.l.f. cosmetics, marketers from a wide variety of industries catered their promotions this year to women.

It’s the Taylor Swift effect. Thanks to the singer-songwriter’s much-publicized relationship with Kansas City Chief’s Travis Kelce, the NFL has attracted more female viewers and has been enjoying a ratings bump. With Kelce and his team making the Super Bowl, many advertisers saw an opportunity to reach their audience this year.

Marketing during the Super Bowl, of course, is not always a guaranteed success. At a price tag of $7 million for 30 seconds of air time, it’s an enormous upfront investment. And Super Bowl marketing is crowded landscape, with many major brands trying to capture people’s attention. 

Given all the buzz on Super Bowl marketing this year, we were curious what resonated with consumers and what didn’t. Specifically, we wanted to know how audiences felt about campaigns that specifically catered to women. Using our conversational approach and the Rival Technologies platform, we engage 900 consumers in the US shortly after the big game to get answers to these questions and more. The conversational survey included both quantitative questions as well as qual inputs and video feedback get a robust understanding of consumer attitudes. 

I asked Christine Nguyen, Research Director at Reach3, and Varun Jog, Associate Director at Reach3, to share the most interesting insights from the study. In this short video, we also discussed what makes for a great Super Bowl initiative and the importance of representation and diversity in these campaigns. 

As Christine and Varun said in the video, there’s still much to unpack from this research study, including insights on experiential brand activations during the Super Bowl and how companies could use the Brand Experience Predictor (BXP) to optimize their efforts. Please subscribe to our blog below or follow Reach3 on LinkedIn if you’d like to be notified of updates.