Kaleidoscope Group, Hoffman York’s Advertising To Women Division, To Rate Most And Least Effective Super Bowl Ads

Posted by on Feb 5, 2010

Results Released Monday, February 8

CHICAGO (February 5, 2010) — Research shows that women control 80 percent of all purchase influences. Yet, men create 70 percent of all advertising. And, men judge 90 percent of all creative advertising competitions.

This Sunday, February 7, Super Bowl XLIV is expected to reach more than 93 million people. And according to a new Nielsen viewer survey, people enjoy the Super Bowl more for the ads than the game. This year there will be between 60 and 70 commercials broadcast during the game with a 30-second spot costing between $2.5 million and $3 million.

Over the past few years women have been nearly 40 percent of the viewing audience, making the Super Bowl the single largest television event reaching women. With a potential audience of more than 27 million women it will be interesting to see what ads will resonate with BOTH men and women and what ads will turn off women in an effort to entertain.

The Kaleidoscope Group, a unit of Hoffman York dedicated to understanding the real motivating factors that influence advertising to women, will review this year’s Super Bowl commercials to determine the three most and three least effective ads based on how they may affect women’s intent to purchase.

Criteria includes: Relevant humanity, humor with no “victim,” clear product benefit, overall likeability and personal identifications.

The Kaleidoscope Group will publish their results on Monday, February 7, at www.kscopegroup.com.

“This is by far one of the best opportunities for advertisers to place their products squarely in the circle of conversation and consideration with the people who influence purchases — women,” said Tom Jordan, chief creative director at Hoffman York. “Yet, the Super Bowl has become the premier event that places enormous pressure on every advertiser to have ‘bragging rights’ and ‘talk value’ about their brand, whether it sells the product or not.”

Over the past four years The Kaleidoscope Group 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.

“There’s no doubt that some products advertised during the Super Bowl are aimed directly at men,” added Jordan. “That’s fine. Don’t forget that today is a mixed gender party. If advertisers really want to reach women who actually do the shopping, then they’ll need to stay away from always being the class clown and become strategic and smart about their messaging.”

About Hoffman York

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 www.hoffmanyork.com.

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