Roughly 65% of the Super Bowl viewers are male, and making under $100,000 per year in household income. This year, though, a majority of the ads didn’t really seem to effectively target that demographic. Most were not funny or interesting to the average male football fan. On the other hand, several were emasculating (FloTV, Dodge Charger, Audi), one exhorted men to pamper their skin (Dove), and another showed males as ignorant (Bud Light).

Some ads tried (GoDaddy, E-Trade), but they weren’t really original. They were mostly just the ump-teenth repeats of concepts that succeeded a long time ago, as if it isn’t necessary to come up with original material for this demographic.

In my opinion, it’s not that marketers don’t know who their demographic is. Rather, it seems that they don’t think that they need to cater to it. Any other thoughts out there?

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