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Super Bowl Commercials: Advertisers Prepare for Their Biggest Stage [The New York Times]

WPP PLC (WPP)  More Company Research Source: The New York Times
US:NYSE Investor Relations: wpp.com/wpp/investor/financialnews
PDF While some ads will focus on philanthropy, the tone seems to have shifted from last year , when Airbnb and 84 Lumber ran spots that were viewed as responses to President Trump’s rhetoric on immigration and Audi broadcast a commercial advocating equal pay for women. Some industry experts were expecting at least one major ad focused on women this year, perhaps tied to the #MeToo movement. “I’m a little bit surprised,” Charles R. Taylor, a professor of marketing at the Villanova University School of Business, said. “Some of the best ads over the last 10 years have focused on female empowerment, like the Audi daughter ad.” Women are generally much less visible in Super Bowl ads than men, even as Nielsen data shows that women were 47 percent of the audience for last year’s game. Mr. Taylor, who recently studied Super Bowl ads from 2008 to 2017, found that 76 percent of the commercials showed a man as a principal character, while 43 percent featured a woman as a principal character [Read more]

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