How Walmart and P&G Are Trying to Reach Female Fans With Super Bowl Social Effort

'Game Day Traditions' stars Mama McCourty

In years past, Nielsen has estimated that 46 percent of people who watch the Super Bowl are female. And women also do most of the tweeting about the ads. Yet, despite spots like last year's "Like a Girl" from Always, the Big Game still feels pretty male oriented (the "apex of manvertising," as The Washington Post recently put it). Maybe that's because brands haven't figured out the right way to reach those women viewers.