Table 2: Female representation and participation in commercials 2003 2005 2007 2009 2011 2013 Total: n=31 n=25 n=26 n=24 n=26 n=45 n=167 Female Lead Actor 9 6 4 5 8 9 41 Female Uses Product 3 4 2 2 2 5 18 Females With Speaking Roles 7 5 6 3 8 14 43 Female In Role Of Mother 6 4 0 0 2 5 17 Female Teenage and Under 0 2 0 0 1 2 5 Female 20s 12 5 7 3 7 13 47 female 30s 3 0 5 2 4 17 31 Female 40s and up 0 2 0 2 3 5 12 Female Business 2 0 3 2 1 3 11 Female Blue Collar 0 0 0 2 0 0 2 Female Police/Firefighter 0 2 0 0 0 0 2 Female as Sexual Object 10 5 3 1 7 5 31 n= number of commercials viewed of the 167 commercials viewed, 142 male lead actors were used in the commercial; that is not to say 142 commercials had lead actors, as some commercials used more than one lead actor. Of the same 167 commercials only 41 female lead actors were used. There were 18 instances of the female using the product being advertised and 63 instances of the man using the product; a lot of Super Bowl commercials do not show actual use of the product or an animal is shown using the product. These disparities remained consistent in all the years studied. Men were shown as businessmen 40 times, blue collar workers 16 times and as police officers or firefighters 6 times; whereas women were shown as businesswomen 11 times, blue collar workers 2 times and as police officers or firefighters 2 times. Men had 128 roles that involved speaking; women had only 43. The results for race were equally disproportional.
Table 2: Female representation and participation in commercials 2003 n=31 2005 n=25 2007 n=26 2009 n=24 2011 n=26 2013 n=45 Total: n=167 Female Lead Actor 9 6 4 5 8 9 41 Female Uses Product 3 4 2 2 2 5 18 Females With Speaking Roles 7 5 6 3 8 14 43 Female In Role Of Mother 6 4 0 0 2 5 17 Female Teenage and Under 0 2 0 0 1 2 5 Female 20s 12 5 7 3 7 13 47 female 30s 3 0 5 2 4 17 31 Female 40s and up 0 2 0 2 3 5 12 Female Business 2 0 3 2 1 3 11 Female Blue Collar 0 0 0 2 0 0 2 Female Police/Firefighter 0 2 0 0 0 0 2 Female as Sexual Object 10 5 3 1 7 5 31 n= number of commercials viewed of the 167 commercials viewed, 142 male lead actors were used in the commercial; that is not to say 142 commercials had lead actors, as some commercials used more than one lead actor. Of the same 167 commercials only 41 female lead actors were used. There were 18 instances of the female using the product being advertised and 63 instances of the man using the product; a lot of Super Bowl commercials do not show actual use of the product or an animal is shown using the product. These disparities remained consistent in all the years studied. Men were shown as businessmen 40 times, blue collar workers 16 times and as police officers or firefighters 6 times; whereas women were shown as businesswomen 11 times, blue collar workers 2 times and as police officers or firefighters 2 times. Men had 128 roles that involved speaking; women had only 43. The results for race were equally disproportional.
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