The Super Bowl has long been America’s biggest sports event—but in many households, the ads steal just as much attention as the game. With over 111 million viewers and $7 million ad spots, the marketing stakes are sky-high.
But here’s what often goes overlooked: 51 million of those viewers were women—nearly half the audience. And those women make up to 80% of household purchase decisions. So while brands duke it out in front of the masses, it’s worth asking: What did women think?
At Saya Agency, we always advocate for audience-first marketing, so we conducted an informal survey to find out which Super Bowl ads truly resonated with female viewers. Spoiler alert: this year, the dogs won—and so did David Beckham.
Let’s start with the surprises. While USA TODAY’s Ad Meter rated it low, David Beckham’s H&M ad was the #1 winner among women in our poll.
Comments ranged from enthusiastic:
“Looove the fact that finally they want to sell us stuff using a very hot man!”
To skeptical:
“He’s getting a bit old. I was a little uncomfortable. There are younger players with fewer tattoos.”
Still, the ad marked a reversal of the typical “male gaze” approach that dominates Super Bowl commercials—and that shift didn’t go unnoticed.
Beyond Beckham, dogs ruled the rankings:
Doritos dog (bribing his owner with chips to hide a missing cat)
Skechers dog (racing in style)
Volkswagen dog (getting back in shape)
Bud Light dog “WeGo” (a clever rescue pup who fetched beers)
Women responded not just to cuteness, but to narratives and emotion—especially when tied to larger causes. The fact that “WeGo” was a rescue dog earned bonus points:
“Liked the tie-in to a broader cause—this one really hit with the women in the room.”
In our survey, women didn’t just vote for laughs—they voted for heart.
Whether it was Volkswagen’s tale of transformation, Chevy’s post-apocalyptic camaraderie, or Budweiser’s nod to Prohibition-era resilience, women were clearly tuned into the narratives behind the ads.
Even the Chevy halftime ad featuring Clint Eastwood sparked debate—not just about the spot, but about the broader message of American recovery. One viewer even cited the CMO’s legal battle with Ford as part of the appeal.
And while the Oscar’s audience is often seen as the “female Super Bowl”, last year it drew only 38 million viewers. That means more women watched Super Bowl ads than the entire Oscar broadcast. Brands, take note: you’re not just speaking to men on Super Bowl Sunday.
Not all brands came out on top. The most unanimously disliked ads among women fell into one of two categories:
Sexist and outdated
Go Daddy (“Body Paint” and “Cloud”)
“So old, so formulaic, so horrible – and not in an ironic way.”
Fiat’s “Seduction” spot
“Creepy. And who was this even for?”
Teleflora’s Adriana Lima ad
“Do women really not buy flowers? Register domains? Buy cars?”
Forgettable or irrelevant
Bud Light Platinum
“Boring. And who are they kidding? It’ll taste like Bud Light.”
Movie trailers
“They all ran together. None of us could remember any of them.”
And then there was Dannon’s yogurt ad with Jon Stamos. Intended to target women, it landed somewhere in the forgettable middle.
“How would you feel if you were once famous and now doing yogurt commercials?!?!?”
Top Ads Among Women:
H&M – David Beckham
Doritos – Dog
VW – Dog
Skechers – Dog
Chevy – Clint Eastwood halftime
Chevy – Silverado
Budweiser – Prohibition
Bottom Ads Among Women:
Go Daddy – Body Paint
Go Daddy – Cloud
Fiat – Seduction
Bud Light Platinum
Movie Trailers (Generic and forgettable)
If your Super Bowl campaign is targeting the “typical viewer,” remember:
That viewer might be a woman with a dog on her lap, a credit card in hand, and zero tolerance for sexist clichés.
The lesson? Want to win America’s biggest marketing night? Start by respecting—and understanding—your full audience.
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