2025 SUPER BOWL ADS FUMBLE AGAIN: How Ignoring Women Cost Brands ROI For the 12th Year
ABX Advertising Benchmark Index™ and ANA SeeHer™, partners and co-developers of GEM®, (the Gender Equality Measure), today announced that Super Bowl 2025 ads were, once again, less effective than regular brand ads airing in the prior 12-month period. Amazingly, this trend has held true for 12 years (except for 2020 during Covid). Could the fact that these ads had little appeal to women be a reason for these declining scores?
Super Bowl Ads vs Same Brand Ads Prior 12 Months
Super Bowl Average ABX Index Scores by KPI
GEM vs ABX Reputation Index
New York, Feb. 25, 2025 (GLOBE NEWSWIRE) -- – ABX Advertising Benchmark Index™ and ANA SeeHer™, partners and co-developers of GEM®, (the Gender Equality Measure), today announced that Super Bowl 2025 ads were, once again, less effective than regular brand ads airing in the prior 12-month period. Amazingly, this trend has held true for 12 years (except for 2020 during Covid). Could the fact that these ads had little appeal to women be a reason for these declining scores? (See chart below)
ABX Advertising Benchmark Index™ is a leading advertising effectiveness company that has measured half-a-million ads, across all media types, globally to date. SeeHer, launched by the Association of National Advertisers (ANA) in 2016, is the leading global movement to eliminate gender bias in advertising, marketing, media, and entertainment. GEM® scores are highly correlated to improving brand health and increasing sales. It is considered the 'gold standard' for measuring gender bias worldwide.
This chart shows that regular ads have outperformed Super Bowl ads for the same brandsover the last 12 months, for the past 12 years.
Only 11% of Super Bowl 2025 ads were above the ABX Index™ TV norm of 108.5, 37% were at norm, and 52% were below norm. Why are so many Super Bowl ads, at $8 million a pop, missing the mark?
The ABX KPI scores below provide some insights on where these ads go wrong. While Super Bowl ads are more Likeable and Re-watchable than regular brand ads, they fall short in Brand Reputation, Purchase Intent, and other Calls-to-Action. If ads don't stimulate Action or increase Reputation, are they worth $8 million to air? Here are the differences between Super Bowl and regular ads for the same brands for the prior 12-month period:
Super Bowl ads usually score high in Likeability and Watchability, but not so much inBrand Reputation, Purchase Intent and Calls-to-Action that drive sales.Clear Brand: Clear which brand is being advertisedBrand Reputation: Feel better, worse, no different about the brand after being exposed to the adPurchase Intent: As a result of seeing this ad, intend to purchaseCalls to Action: As a result of seeing this ad, any of six actions are takenLikeability: Like this ad based on a 10-point scaleSee Again: I would be willing to see this ad againSuper Bowl ads Aren't Resonating with Women Watching the Game
Women have always been football fans. However, advertising has not acknowledged female fans, nor appealed to them, which is likely a contributing factor of low Super Bowl ad scores.
Women's economic impact this year extended beyond viewership. ABX data showed that 40% of each female viewer spent an average of $30 or more on Super Bowl-related purchases such as food, party supplies, and merchandise. Beyond game day, women wield $31.5 trillion in purchasing power and influence 85% of consumer decisions. While viewership from female fans should emphasize the growing importance of this demographic, women (female characters) are often absent, overshadowed, or inauthentically portrayed in ads.
Female Representation in Ads Fall Short
For this part of the analysis, we leveraged nine years of Super Bowl creative testing results and trends from the ABX Index and GEM® metric. In 2025, women were present in 81% of Super Bowl ads, a drop of 10 points from 2024. Only one ad had a solo female character. Thirteen percent featured only male characters, all of which were at or below the ABX TV norm. Eighty percent of ads featured both male and female characters.
While women were present in Super Bowl ads, they didn't see themselves represented accurately. The Gender Equality Measure (GEM®) for female characters was rated lower by female respondents than by male respondents.
Missing the Mark with Female Fans is a Missed Opportunity
Not targeting female fans correlates with weaker purchase intent among women. For Super Bowl ads, the ABX Purchase Intent Index was only 87 for women compared to 124 for men. Improving the portrayal of women is highly correlated with improved Reputation and Call-to-Action Scores (includes website visits, search, purchases, recommendations).
As explained below, as the GEM score increases, so do Reputation and CTAs.
The chart above shows that for every GEM® point score improvement, Brand Reputation improves by 1.7 points, for a 70% increase. The same is true with Calls-To-Action. As GEM® increases, CTAs improve by 0.5 points, or 25%. The measure of overall effectiveness, the ABX Index, improves 0.4, or 20%, for every GEM® point of improvement for brands whose ads accurately portrayed women vs. those that did not.
Conclusion
Super Bowl advertisers continue to miss the mark on creative, which significantly reduces the impact of their substantial investment. And despite the increasing interest and viewership by women, Super Bowl ads fail to resonate with them. For Super Bowl and non-Super Bowl ads, brands can benefit by prioritizing inclusivity and authenticity, leveraging best practices to optimize their investment and connect with one of the most influential consumer segments in the market …. WOMEN!
Contributors
Gary Getto, President & Co-Founder, ABX Advertising Benchmark IndexGary@adbenchmark.com
Yatisha Forde, Sr. Director, Insights & Thought Leadership, SeeHeryforde@ana.net
Press Inquiries:Angela Jeffrey, VP Brand Management, ABXangie@adbenchmark.com
Contact us HereAbout GEM®
GEM®, spearheaded by SeeHer and ABX Advertising Benchmark Index, is a globally renowned ESOMAR (European Society for Opinion and Marketing Research) award-winning effectiveness measurement methodology. GEM® evaluates gender portrayals in advertising and content and is highly correlated to improving brand health, as well as increasing sales. Advertisements delivering high GEM® scores have yielded double-digit increases in brand reputation, brand choice, purchase intent, calls to action, and brand loyalty. Moreover, ads with elevated GEM® scores have been correlated with driving significant sales lifts across genders, races/ethnicities, and generations, up to 10X higher than ads with low GEM® scores.
About Advertising Benchmark Index
ABX Advertising Benchmark Index (www.adbenchmark.com) is an ANA SeeHer partner and co-developer of GEM®. It is a techno-research company focused on driving ROAS & ROI through its Global Integrated Single Solution. Marketers, through the ABX Global Multimedia Platform, can evaluate the effectiveness of all their creative across all media types and channels, and against their competitors, in 75+ countries. ABX has evaluated half-a-million live, in-market ads through its syndicated system, and offers a wide variety of standard and customized solutions.
About SeeHer
SeeHer is the leading global movement to eliminate gender bias in marketing, media, and entertainment. Launched in 2016 by the Association of National Advertisers (ANA), SeeHer's coalition of leaders is committed to setting the gender equality agenda for the industry and driving growth for their businesses. To help its members benchmark success and become catalysts for change, SeeHer spearheaded the development of the Gender Equality Measure (GEM®), the first research methodology that quantifies gender bias in ads and programming. A winner of the prestigious ESOMAR Research Effectiveness Award, GEM® is the global measurement standard, proving that content accurately portraying women and girls dramatically increases purchase intent and brand reputation. SeeHer's suite of training and resources, including GEM®, enables marketers to prioritize best practices as part of an always-on approach to driving growth. The movement includes the following vertical expertise: SeeHer in Sports, SeeHer Entertainment, SeeHer Health, and the SeeHer Media Task Force. Visit SeeHer.com to join the movement and follow SeeHer on LinkedIn and Instagram.
Sources: ABX Advertising Benchmark Index, SeeHer, (Gender Equality Measure) 2017-2025 Super Bowl Ad Analysis
Attachments
Super Bowl Ads vs Same Brand Ads Prior 12 Months
Super Bowl Average ABX Index Scores by KPI
GEM vs ABX Reputation Index
CONTACT: Angela Jeffrey, VP Brand Management, ABX angie@adbenchmark.comSign in to access your portfolio
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
26 minutes ago
- Yahoo
Sharps Technology CEO, Robert Hayes, to Present at the Virtual Investor Summit on June 10, 2025
Presentation to be webcast live at 10:00 AM ET NEW YORK, June 09, 2025 (GLOBE NEWSWIRE) -- Sharps Technology, Inc. (Nasdaq: 'STSS' and 'STSSW') ('Sharps'), an innovative medical device and pharmaceutical packaging company offering patented, best-in-class smart safety syringe products to the healthcare industry, today announced that Robert Hayes, CEO, will present at the Virtual Investor Summit on June 10, 2025, at 10:00 AM ET. Investors are invited to listen to the presentation and can register here. Sharps recently announced that the Company has commenced shipments under three customer orders tied to previously announced purchase agreements. These shipments represent the Company's first commercial deliveries and its transition to revenue-generating operations. All products are being manufactured and shipped from Sharps' facility in Hungary, which has undergone significant upgrades to support high-volume production. Read the update release HERE. Presentation Details: Event: Q2 Investor Summit Date & Time: 10:00 AM ET on June 10, 2025 Presenter: Robert Hayes, CEO Webcast: LINK HERE Conference Overview and Structure:The Investor Summit is an exclusive event tailored for investors focused on small- and micro-cap stocks. It offers a unique opportunity to meet with management teams from high-potential emerging companies, gain insights from industry experts, and understand how peers are navigating the current market environment. This quarter's event centers on micro-cap companies that are currently undervalued and positioned near catalyst events that could significantly accelerate their growth trajectory. Registration for Investors:To request free registration, please go to the Investor Summit website, ( and click the "Registration" button. For More Information, please visit: or, contact johnna-mae@ About Sharps Technology:Sharps Technology is an innovative medical device and pharmaceutical packaging company offering patented, best-in-class smart-safety syringe products to the healthcare industry. The Company's product lines focus on providing ultra-low waste capabilities, that incorporate syringe technologies that use both passive and active safety features. Sharps also offers products that are designed with specialized copolymer technology to support the prefillable syringe market segment. The Company has a manufacturing facility in Hungary. For additional information, please visit FORWARD-LOOKING STATEMENTS:This press release contains 'forward-looking statements'. Forward-looking statements reflect our current view about future events. When used in this press release, the words 'anticipate,' 'believe,' 'estimate,' 'expect,' 'future,' 'intend,' 'plan,' 'poised' or the negative of these terms and similar expressions, as they relate to us or our management, identify forward-looking statements. Such statements, include, but are not limited to, statements contained in this press release relating to our business strategy, our future operating results and liquidity, and capital resources outlook. Forward-looking statements are based on our current expectations and assumptions regarding our business, the economy, and other future conditions. Because forward-looking statements relate to the future, they are subject to inherent uncertainties, risks, and changes in circumstances that are difficult to predict. Our actual results may differ materially from those contemplated by the forward-looking statements. They are neither statements of historical fact nor guarantees of assurance of future performance. We caution you therefore against relying on any of these forward-looking statements. Important factors that could cause actual results to differ materially from those in the forward-looking statements include, without limitation, our ability to raise capital to fund continuing operations; our ability to protect our intellectual property rights; the impact of any infringement actions or other litigation brought against us; competition from other providers and products; our ability to develop and commercialize products and services; changes in government regulation; our ability to complete capital raising transactions; and other factors relating to our industry, our operations and results of operations. Actual results may differ significantly from those anticipated, believed, estimated, expected, intended, or planned. Factors or events that could cause our actual results to differ may emerge from time to time, and it is not possible for us to predict all of them. We cannot guarantee future results, levels of activity, performance, or achievements. The Company assumes no obligation to update any forward-looking statements in order to reflect any event or circumstance that may arise after the date of this release. Investor Contact:Holdsworth PartnersAdam HoldsworthPhone: 917-497-9287Email: IR@ in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
26 minutes ago
- Yahoo
KI Celebrates Best of NeoCon 2025 Recognition for the Cogni Classroom Chair
Reinforcing KI's Commitment to Innovation in Flexible and Active Learning Spaces. GREEN BAY, Wis., June 09, 2025--(BUSINESS WIRE)--KI is proud to announce its success at this year's Best of NeoCon awards competition, with one of its newest innovations receiving Silver honors at North America's most prestigious commercial interiors awards program. This recognition reinforces KI's commitment to thoughtful, flexible and forward-thinking design solutions for today's evolving learning, working and healing environments. "We are incredibly honored to be recognized by the Best of NeoCon judges for the Cogni Classroom Chair," said Tony Besasie, chief marketing and sales officer at KI. "The Best of NeoCon Silver Award validates the passion and purpose our design and engineering teams bring to each product we develop. Every piece reflects KI's belief in creating intelligent, adaptable solutions that meet the real needs of our customers across industries." Cogni™ classroom seating redefines the student experience with intuitive support, durable construction and the flexibility required in today's active learning spaces. Designed with ergonomic comfort and motion in mind, Cogni encourages natural movement to promote student engagement and focus. "With Cogni, we set out to rethink what classroom seating could be," said Besasie. "We know that movement is essential to focus and learning. Cogni encourages that movement—offering intuitive comfort that adapts to the learner, not the other way around. It's a thoughtful response to how students truly engage in today's classrooms." This recognition comes as KI marks its final NeoCon showcase at The Mart before moving to its new showroom in Fulton Market in 2026. "As we reflect on our legacy at The Mart and look ahead to our future at Fulton Market, it is especially meaningful to be honored this year," said Besasie. "This moment encapsulates KI's evolution, rooted in design excellence and always looking forward." ABOUT KI KI manufactures innovative furniture for education, healthcare, government and corporate markets. The employee-owned company is headquartered in Green Bay, Wisconsin, with sales and manufacturing facilities worldwide. KI tailors products and service solutions to the specific needs of each customer through its unique design and manufacturing philosophy. For more information, visit View source version on Contacts Media Contact: Shelly SchumacherVice President, Public RelationsNelson Schmidt Inc.262-305-1713sschumacher@
Yahoo
26 minutes ago
- Yahoo
Fortune Media and Great Place To Work Name Agiloft to 2025 Fortune Best Workplaces in the Bay Area
The leader in CLM invests in employee experiences, from remote flexibility to professional development, driving both workplace satisfaction and exceptional customer outcomes REDWOOD CITY, Calif., June 9, 2025 /PRNewswire/ -- Agiloft, the global value leader in data-first contract lifecycle management (CLM), announced today Great Place To Work® and Fortune magazine have honored Agiloft as one of this year's Best Workplaces in the Bay Area. This is the first time the company has been named to this prestigious list. Earning a spot means that Agiloft has surpassed rigorous benchmarks, establishing itself as one of the best workplaces in the San Francisco Bay region. To determine the Fortune Best Workplaces in the Bay Area™ List, Great Place To Work collected nearly 85,000 confidential survey responses from employees at eligible companies via its proprietary platform. Companies were ranked based on their ability to offer consistently positive experiences, building trust with leaders, colleagues, and the overall organization. "Our philosophy has always been simple: when employees are supported, engaged, and empowered, they can deliver extraordinary experiences for our customers," said May Quock, VP of People Operations at Agiloft. "We are so grateful for our dedicated employees who have made us a part of this list. It is a reflection of our team's dedication and the meaningful culture we continue to build together." The Best Workplaces in the Bay Area list is highly competitive. Survey responses reflect a comprehensive picture of the workplace experience. Honorees were rewarded based on their ability to deliver positive outcomes for employees regardless of role or status within the organization. To be eligible for the list, companies must be Great Place To Work Certified™, have at least 10 U.S. employees, and be headquartered in the San Francisco Bay Area. "Congratulations to the Fortune Best Workplaces in the Bay Area," says Michael C. Bush, CEO at Great Place To Work. "These companies prove that prioritizing people leads to better performance, and that leaders who invest in their people are rewarded with more sustainable and profitable businesses." Earlier this year, Agiloft became Certified™ by Great Place To Work.® The certification is based entirely on what current employees say about their experience working at Agiloft, resulting in 88 percent of employees saying that Agiloft is a great place to work – 31 points higher than the average U.S. company. Agiloft believes great employee experiences drive superior customer experiences (EX=CX). The company offers a remote-first workplace, quarterly wellness days, Summer Fridays, and supports several employee resource groups. It also provides a strong personal and professional development program to help employees thrive. To view the entire Fortune Best Workplaces in the Bay Area™ 2025 List, visit here. Looking to grow your career at a company that puts its people first? Visit our careers page at About AgiloftAgiloft is the global value leader in data-first contract lifecycle management (CLM), offering the industry's only no-code platform with AI on the Inside™ to enhance efficiency, cut review times by up to 80%, and accelerate business. Its Data-first Agreement Platform (DAP) transforms contracts into strategic, data-rich assets, integrating with 1,000+ systems to drive decisions and efficiency. Trusted by brands like Alkermes, Balluff, and TaylorMade, Agiloft boasts a 96% renewal rate and 100% satisfaction for implementations. Backed by KKR, JMI Equity, and FTV Capital, Agiloft empowers businesses to drive smarter strategies, faster decision-making and game-changing competitive advantage. Learn more at About the Fortune Best Workplaces in the Bay AreaGreat Place To Work selected the Fortune Best Workplaces in the Bay Area List by surveying 1.3 million employees in the U.S., representing companies that collectively employ more than 8.4 million U.S. workers. Of those responses, nearly 85,000 were received from employees at companies that were eligible for the 2025 Fortune Best Workplaces in the Bay Area List and these rankings are based on their feedback. Companies earn eligibility by being Great Place To Work Certified™, having at least 10 U.S. employees, and having headquarters in the Bay Area. Read the full methodology. To get on this list next year, start here. About Great Place To WorkAs the global authority on workplace culture, Great Place To Work brings more than three decades of groundbreaking research and data to help every place become a great place to work for all. Its proprietary platform and Great Place To Work Model™ help companies evaluate the experience of every employee, with exemplary workplaces becoming Great Place To Work Certified and receiving recognition on its coveted Best Workplaces™ lists. Follow Great Place To Work on LinkedIn, Twitter, and Instagram or visit and sign up for the newsletter to learn more. About FortuneFortune upholds a legacy of award-winning writing and trusted reporting for executives who want to make business better. Independently owned, with a global perspective and digital agility, Fortune tells the stories of a new generation of innovators, builders, and risk-takers. Online and in print, Fortune measures corporate performance through rigorous benchmarks and holds companies accountable. Fortune creates communities by convening true thought leaders and iconoclasts — those who shape industry, commerce, and society — through powerful and prestigious lists, events, and conferences, such as the iconic Fortune 500, the CEO Initiative and Most Powerful Women. For more information, visit Media ContactAngel DuanSenior Manager, Corporate Communications396010@ (650) 780-6741 ext. 5775 View original content: SOURCE Agiloft