Super Bowl ads this year are aimed increasingly at women, with more messages of female empowerment, as marketers seek to navigate a polarized political environment for the biggest US sporting event, states a Rappler report, which added that with women making up a large segment of the viewing audience, “advertisers are giving them a greater voice and offering messages about women controlling their own destiny”.

“We will see advertisers run messages that skew toward women, but they will be very careful not to offend men along the way,” said Timothy Calkins, a Northwestern University marketing professor who researches Super Bowl advertising, continued the Rappler report.

Calkins said, however, that racy sexual ads are unlikely in the #MeToo era that has put a spotlight on harassment of women.

“I think advertisers are going to be very afraid to run anything remotely suggestive,” he said.

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