Hoffman York To Publish 2011 PURSEuasion Report: Super Bowl Advertising Effectiveness to Women

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Results will be released Monday, Feb. 7

“I’m hopeful that advertisers are starting to realize that during the Super Bowl, nearly 50 percent of their audience is female,” said Tom Jordan, chief creative director at Hoffman York.

The Super Bowl is one of the biggest days of the year not only for NFL fans, but for advertisers and their agencies. On Sunday, Feb. 6, millions of consumers across the U.S. will sit down to watch four hours of football and 45 minutes of commercials. And while men are still the primary Super Bowl audience – 46 percent of last year’s Super Bowl audience of 106 million were women. With research showing that women control 80 percent of all purchases, from a numbers standpoint, the Super Bowl has been a smart and efficient way to reach women; however, it’s the creative message that hasn’t always done a good job of connecting with them.

Hoffman York, a full-service marketing communications firm and advertising to women leader, will again take a stance on this year’s Super Bowl ads, not to rank how funny or likeable they are but to determine their potential to influence women’s intent to purchase. For the second year, Hoffman York’s Kaleidoscope Group, will publish a Super Bowl PURSEuasion Report. The report identifies a “purse quotient” to determine the three most effective ads as well as those commercials that missed the mark when it comes to influencing women’s intent to purchase. Results will be released and published on Monday, Feb. 7 at http://www.Hoffmanyork.com.

While it used to be that men were the primary audience of the Super Bowl, advertisers are starting to realize that the big game is not just a sporting event -- it’s more of a pop culture phenomenon attracting a dual audience with a variety of interests in the event including watching specifically to see the commercials. In fact, a recent survey by Lightspeed Research revealed that one out five women watch the Super Bowl primarily for the commercials.

“I’m hopeful that advertisers are starting to realize that during the Super Bowl, nearly 50 percent of their audience is female,” said Tom Jordan, chief creative director at Hoffman York. “There’s no other venue where women stare at the television set to specifically watch commercials. Advertisers, who know what they’re doing, and try to sell to women during the Super Bowl will be rewarded.”

According to Ad Age, this year’s advertisers will pay between $2.8 million and $3 million for a 30-second spot, compared to last year’s range of $2.5 million and $3 million.

With more smartphones in the hands of Super Bowl viewers than ever before this year’s viewers will be more connected to the game than ever before. An impressive 45 percent of those with smartphones plan to use them during the actual game, in fact 18 percent of users will be checking out ads online from their phones, and the same number say they will go directly to advertiser websites if they see an ad they like, according to the Lightspeed Research. With that in mind, many Super Bowl advertisers are also offering digital campaigns like Mercedes Benz Twitter Fueled Race to the Super Bowl and Bud Light’s Facebook Challenge urging fans to guess the plot of their Super Bowl ads.

Teleflora is back again this year but with a different approach. Last year’s PURSEuasion Report showed that the flower delivery company’s “snarky” talking flowers in a box ad was least likely to win favor with women’s pocketbooks. This year Teleflora is looking to resonate with women by using spokesperson Faith Hill, who will coach a sound tech guy through a Valentine’s Day dilemma.

About The Kaleidoscope Group and Hoffman York

The Kaleidoscope Group is a unit of Hoffman York dedicated to understanding the real motivating factors that influence advertising to women. Over the past five years Hoffman York has conducted proprietary research that provides criteria to successfully reach a female audience. Much of the research is highlighted in Re-Render the Gender, a book written by Tom Jordan that focuses on why the vast majority of advertising to women misses the mark and what we can do about it.

Hoffman York is a fully integrated marketing communications agency offering a full suite of services that include advertising, public relations and interactive. The agency has offices in Chicago and Milwaukee with $90 Million in annualized billings. For more information about Hoffman York, visit http://www.hoffmanyork.com or for more information about The Kaleidoscope Group, go to http://www.kscopegroup.com.


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