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Women and the Super Bowl
Advertisers got more bang for the buck with $2.4M Super Bowl ad than with $1.6M Oscar ad: study.
March 2, 2005: 12:09 PM EST

NEW YORK (CNN/Money) - Advertisers take note. Turns out, women this year preferred Super Bowl grunge over Oscar chic.

According to a new analysis by New York branding firm Horizon Media, last month's football championship game between the Philadelphia Eagles and the New England Patriots was a better bet for reaching female consumers than Sunday night's best picture battle between "Million Dollar Baby" and "Aviator."

Horizon Media analyzed the price of a 30-second spot and ratings among young adult female viewers for both events and found that the payoff for advertisers was greater for the Super Bowl.

Super Bowl commercials this year cost as much as $2.4 million, compared to $1.6 million for a similar Oscar spot. But the football matchup drew 19.3 million women between the ages of 18 and 49, compared to 12.1 million for the Oscar show.

As a result, Super Bowl advertisers spent less money per female viewer than Oscar sponsors, according to Horizon Media.

"The surprising truth is that the Oscars are NOT the Super Bowl for women after all," Horizon concluded.  Top of page

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