As the Super Bowl approaches, the advertising world is reckoning with the sexist gender representation typical of the medium amidst the current #MeToo moment, according to AdAge. Although there has been a downturn in ads that overtly sexualize women over the past couple years, women are still featured in far fewer ads than men on Super Bowl Sunday. According to research at the Villanova School of Business, over the past decade men have served as the leads in 76% of Super Bowl advertisements. For advertisers in the beer industry, better representation of women behoves them as they try to sell more to the female demographic. What exactly better representation means won’t be clear until February.
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