CIBA Vision Targets Women via Super Bowl

ATLANTA CIBA Vision said it plans to air its first Super Bowl spot on Fox’s Feb. 6 telecast of the game from Jacksonville, Fla.

The Atlanta-based client said a spot touting its new 02optix contact lense would specifically target women viewers.

In the commercial, men and women exchange playful glances as if a special connection has been forged from one contact lens wearer to another. The 30-second ad will appear during the game’s first quarter and feature a brief voiceover by actress Sela Ward.

Grey Global Group’s Grey in New York is CIBA’s lead agency. The client spends about $35 million annually on ads, per Nielsen Monitor-Plus.

CIBA said the strategy makes sense, as women comprised nearly half of the 89 million viewers who tuned in to Super Bowl XXXVIII last year.

“We know that female professional football fans are on the rise, and almost as many women as men will be tuning in on Super Bowl Sunday,” said Karen Gough, CIBA Vision’s president of the Americas, in a statement. “We are changing the game in our category with the introduction of a major product innovation, and by also making a significant investment to advertise to our female target during the biggest sporting event of the year.”

Ad time on the game is about 90 percent sold-out, with 30-second spots selling for an average of $2.4 million, up slightly from a year ago. Other advertisers include Super Bowl regulars such as Anheuser-Busch and Pepsi, as well as first-time participants Volvo,,, MBNA and Novartis.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.