The Super Bowl, America's premier sporting event, transcends the boundaries of mere athletic competition. It is a cultural phenomenon that captures the nation's collective attention.
Amidst the high-octane gameplay and halftime show spectacle, Super Bowl commercials hold a unique place in the cultural zeitgeist, serving as a barometer for societal trends, consumer behavior, and corporate priorities.
This article delves into the commercials of the Super Bowl 2024 and analyzes 33 ads with the tool from DiversityCatch.
NOTE: This analysis is based solely upon the ad versions mentioned in this article from Deadline.com. Different ads will have been on air in different markets.
The overall average results are:
- Females take up 37 % of screen time on average across all the commercials.
- And they speak less than their counterparts - 35% of overall the speaking time belongs to females.
- The ads use young females and older males. The majority of the males are between the ages of 35-44, for females, the majority is between 25-34 years old.
- 12 ads have more than 50% screen time with females.
- 21 ads have more than 50% screen time with males.
Super Bowl commercials act as a mirror reflecting prevailing societal norms and values. But do the ads and their representation of gender accurately depict how US society looks, or how brands want the public to perceive them?
That decision rests with the viewers and customers.
Nevertheless, let's examine the data from all the ads and see how they rank against each other.
All the 2024 Super Bowl Ads ranked on DEI
The rank is based on how much time female faces make up of faces on screen in every single ad.
33 - JELLY ROLL FORGETS - UBER EATS: 0% females
32 - BMW USA | Christopher Walken Stars in an Ad for an Ad: 0 % females
31 - STōK Cold Brew Unleashes Sir Anthony Hopkins Inner Wred Dragon: 0 % females
30 - Monkey Man Elevator: 1% females
29 - That T-Mobile Home Internet Feeling: 2% females
28 - Skechers Big Game Spot: 2% females
27 - Budweiser Old School Delivery: 5% females
26 - The Wait Is Over: 8% females
25 - BetMGM Big Game Commercial: 12% females
24 - Bud Light Super Bowl Commercial: 12% females
23 - Like A Good Neighbaa: 13% females
22 - IF Big Game Spot: 18% females
21 - Dunkin' Popstar ft. Ben Affleck & Charli D'Amelio: 22% females
20 - Rob Gronkowski & FanDuel: 22% females
19 - Superior Beach: 22% females
18 - Pringles: 32% females
17 - Oreo: 33% females
16 - Coors Light Chill Train: 37% females
15 - Homes.com: 40% females
14 - Don't Forget Uber Eats: 44% females
13 - You've Been e.l.f.ing Summoned: 48% females
12 - Marty & Francesca Make a Website: 50% females
11 - Hello Down There: 51% females
10 - In e.l.f we Trust: 62% females
9 - Mayo Cat: 63% females
8 - Power To The Patients: 63% females
7 - Can't B Broken: 63% females
6 - Starry: 65% females
5 - David And Victoria Uber Eats: 73% females
4 - MTN Dew: 81% females
3 - Dina & Mita: 83% females
2 - The TurboTax Super Bowl File: 100% femals
1 - Nerds Big Game Commercial ft. Addison Rea: 100% female