Survey Shows Super Bowl Advertisers Ignoring 'The Other Half'

Survey Shows Super Bowl Advertisers Ignoring 'The Other Half'

New Marketing to Moms Coalition Reports Moms Who Are Watching Say, 'What About Us?'

CHICAGO, Jan. 23 /PRNewswire/ -- Advertisers that pay millions to be on the Super Bowl may be missing nearly half of their potential audience, according to a survey by the newly formed Marketing to Moms Coalition. And they're missing the part of the audience that not only watches the Super Bowl but does most of the shopping: the American mom.

The survey reveals that 80 percent of American moms don't feel advertisers target them during the Super Bowl, and the vast majority of them -- 85 percent -- wish they did.

Make no mistake -- moms are watching the big game. Last year ACNielsen reported that 43 percent of viewers were women among adults age 18-49. This year, a new survey by the Marketing to Moms Coalition shows that 61 percent of moms say they'll tune in with their husbands, while 13 percent will watch with friends and 11 percent with their kids. Six percent of moms polled even plan to watch the game by themselves. Why are they watching? Forty six percent are most interested in the game, but more than half (53 percent) say the ads are the part of the Super Bowl in which they are most interested.

Mothers are especially valuable to advertisers because they typically buy for three audiences: themselves, their families and their places of business.

Recently, the Dove brand from Unilever shocked the marketing world by announcing its intention to run a female-focused commercial during the Super Bowl. The announcement made national news. And yet women are not only in the room during the Super Bowl, but actively watching the game alongside family and friends.

When asked what types of products moms would most like to see advertised to them during the Super Bowl, moms replied:

-- Food companies
-- Cars
-- Household cleaning products
-- Toys
-- Technology products
-- Baby products

Brands mentioned by name include Kellogg's, Quaker Oats, Avon, Coke, Pepsi, Procter and Gamble and Target.

Finally, 36 percent of moms said they would like to see more humor used in advertising. A common refrain is, "Why do men get all the funny ads?"

Survey respondents (n=256) represent a cross-section of mothers from across the United States, with a least one child less than 18 years of age living in the home. There is a 51 percent-49 percent split of mothers who work outside the home. The average household income is $52,550.

Marketing to Moms Coalition

The study is the first report from the new Marketing to Moms Coalition. Formed in November 2005, founding members are Teri Lucie Thompson, State Farm Insurance Companies; Mary Beth Wright and Mary Jo Rathgeb, FamilyFun Magazine; Maria Bailey, Blue Suit Mom Media; and Bridget Brennan and Amy Colton, Zeno Public Relations' Speaking Female practice. The coalition was created in response to the burgeoning growth in the marketing to women arena, with the mission to promote an understanding of mothers as a powerful consumer group and unite marketing professionals striving to better reach this influential demographic. The coalition intends to grow as a resource for industry professionals, and is dedicated to providing insights and identifying trends in the mom market. More information can be found about the coalition at http://www.marketingtomoms.com/ or by contacting one of the founding members.

Contact: Bridget Brennan 312/371-4895; bridget.brennan@zenogroup.com
Maria Bailey 954/261-2145; maria@bsmmedia.com
Teri Lucie Thompson 309/735-8333;
Teri.l.thompson.gosx@statefarm.com

Source: Marketing to Moms Coalition

CONTACT: Bridget Brennan, +1-312-371-4895,
bridget.brennan@zenogroup.com , Maria Bailey, +1-954-261-2145,
maria@bsmmedia.com , or Teri Lucie Thompson, +1-309-735-8333,
Teri.l.thompson.gosx@statefarm.com , for Marketing to Moms Coalition

Web site: http://www.marketingtomoms.com/

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