--- title: Data Shows Women Paid More Attention To Super Bowl LII Than Men description: Originally published in Forbes. Women paid 23% more attention than men to JT's halftime show. Women were also 26.1% more focused on the ads. image: https://www.tvisioninsights.com/hubfs/Woman%20Superbowl.jpg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) News # Data Shows Women Paid More Attention To Super Bowl LII Than Men February 5   |   News By Rob Salkowitz Originally published [in Forbes](https://www.forbes.com/sites/robsalkowitz/2018/02/05/data-shows-women-paid-more-attention-to-super-bowl-lii-than-men/#58fc8d055c4a) Women have been increasing as a percentage of the NFL fan base for years. In 2017, the NFL estimated roughly 45% of football fans were female. Last night, [ratings were down about 3% overall](https://www.forbes.com/sites/mikeozanian/2018/02/05/super-bowl-52-tv-ratings-fall-three-percent/#346b1fc97950) from Super Bowl 51 in 2017 and the lowest in eight years, but women constituted about 49% of the 108 million-plus people who watched the game. Without increasing interest from women, NFL ratings would be sliding more steeply than they already are. So, we know women are tuning in. But new data collected by the metrics platform [TVision Insights](http://www.tvsioninsights.com/) shows that every aspect of the broadcast is holding women’s attention much better than that of men. TVision, which uses propriety sensors to provide second-by-second analysis of who is watching TV, who’s in the room, who’s paying attention and who is reacting with delight, has produced some eye-opening numbers indicating a widening gender gap around NFL viewership. The TVision platform uses data from a demographically diverse, representative panel of viewers around the country who opt in to their measurement system. Their metrics use 100 as a baseline for attention, with numbers above 100 being better than average and those below 100 being worse. The company found that men scored 88.4 on the attention scale for Justin Timberlake’s halftime show, compared to 109.1 for women, a difference of 23%. Women were also 26.1% more focused on the ads, 110 to 87.2 for men. So sure, women watched the entertainment and the commercials, but what about the game itself – the gritty gridiron action that’s obsessed generations of manly fans? Once the ball was snapped, *women were over 27% more likely than men to be paying attention*. Let’s get back to that point about the commercials since that’s where the money changes hands. A pointed piece by AdAge columnist Jeanine Poggi called “[Super Bowl So Male](http://adage.com/article/special-report-super-bowl/super-bowl-male/312192/)” detailed the vast disparity in gender representation in Super Bowl ads on both sides of the camera. Poggi noted how male celebrities ranging from Danny De Vito to Chris Pratt to Matt Damon dominated the game’s most buzzed-about commercial spots, and how some brands shied away from explicitly inclusive messages (although many did not). She also raised an important point about the relatively small number of female creatives or production executives involved in the development of Super Bowl ads, on the assumption that most of the ads were being aimed at male viewers. It turns out that the data no longer supports that assumption. Women are watching the game. Women are watching the ads. And women are making buying decisions for the household. Here are the spots from last night that landed best and commanded the most attention by gender, according to TVision. **Most Attention - Men** 1. E*Trade - "This is Getting Old" - 133.1 2. Bud Light - "Bud Knight" - 132.5 3. Toyota - "One Team" - 127.7 4. M&Ms - "Human" - 124.8 5. Avocados from Mexico - "#GuacWorld" - 124.3 **Most Attention - Women** 1. Bud Light - "Bud Knight" - 131.6 2. Amazon Alexa - "Alexa Loses Her Voice" - 123.7 3. E*Trade - "This is Getting Old" - 118.7 4. Mountain Dew / Doritos - "DORITOS BLAZE vs. MTN DEW ICE" - 114.8 5. Tourism Australia - "Dundee" - 114.7 [![TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/5eeec174-ffb8-4a4a-81d3-9e747704521a) ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) [![The TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/6b181378-6650-4289-8bad-aa2394689443.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/6b181378-6650-4289-8bad-aa2394689443) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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