Advertisers are finally waking up to the fact that women watch sport too and according to research pay more attention to adverts. That's why Olay and Bumble are taking slots in the Superbowl half time this year.
Political ads are taking a backseat though, it seems, as most Americans don't want political ads during the Superbowl, despite Nike's Colin Kaepernick success.
And the Superbowl will stay weed free for one more year as the largest seller, Acreage had it's ad banned for being political. This reasoning seems dubious and is more likely to be because of the sports concerns about being associated with drug that's still illegal in most states.
According to Forbes, women accounted for 49% of the Americans who tuned in to the Super Bowl in 2017. Women are also likely to pay more attention to ads compared to their male counterparts, according to data collected by US metrics platform TVision, which shows women are 26.1% more focused on ads, scoring 110 on the attention scale compared to 87.2 for men.