Jan 31, 2013  By Mike Daly, adotas.com 

An overwhelming amount of ad execs will tell you that the way they target their ads is based on demographics. We all know it’s been a longstanding practice in the industry, but how far is getting them?  New data from Resonate takes a look at the values of female and male sports fans with the aim of helping advertisers engage with the right audience by finding out what motivates them.

  • Male sports fans are more likely than female ones to base purchases on values around personal happiness (enjoyment, personal freedom/control) and achievement. Females are more likely to base purchases on values around sense of self (pride, self-esteem, self-image) societal responsibility (societal responsibility, preserve the environment), and family and friends (close family/friends, sharing experiences).
  • Additionally, females are more likely to look for products that are produced sustainably, fun/exciting, and good looking while men are looking for innovation.
  • There are also some areas of purchase that differ. Therefore, Superbowl advertisers of these products can tap into the core values and attributes driving purchasing based in part on the differences in the genders that they want to reach. For men, these products are beer, liquor, insurance intent, and auto intent. For women, these products are tea/coffee, yogurt, wine, apparel, and children’s products.

As you watch Superbowl ads, scorecard in hand, here’s how advertisers play the field against the sexes:

  • Male and female sports-watchers are looking to score different points during the shopping process: Men are seeking feelings of achievement (40% more likely) and personal freedom and control (75% more likely). Female fans are looking for self-esteem and shared experiences (65% and 63% more, respectively.
  • Advertisers know who does the buying in the family: Male game-watchers are more likely to be purchasers of beer, liquor, cars, and insurance (quite the combination!). Women in front of the set are more likely to buy the wine, clothes, and stuff for the kids.
  • Women who watch the game are shopping for more than products: They’re shopping for brands which embody “sustainability” (21% more likely), where men are moved more by “innovation” (17% more likely).