Twitter Talks Back to Sexist Super Bowl Ads | Mother Jones

The Super Bowl is more than a game—it's a chance to see some of the most expensive, over-hyped, and, yes, sexist commercials on television. But not everyone cheers when bikini-clad women fawn over nerdy office workers. This year, when advertisers used stereotypes and sex to hawk cars, flowers, and candy, viewers came up with a Twitter hashtag to broadcast their disgust: #NotBuyingIt.
According to Miss Representation, the organization that launched the hashtag, women make up about half of the Super Bowl's audience and they're more likely than men to tune in for the ads, rather than the game. Miss Representation notes that while they wield more household purchasing power than their male partners, 90 percent of women think advertisers don't understand them. Super Bowl ads do an especially good job of missing the point by acting as though dudes are the only ones watching.