Op-ed: A Gay Girl Reflects on Super Bowl XLVI 

As an avid
sports fan and native New Englander, I knew I would be one of the first to tune
in to watch the Brady Bunch (Tom Brady and the New England Patriots) take on
the N.Y. Giants on Sunday. Then the news broke that Madonna would headline the
halftime show. Many said 2012 had immediately become a contender for the gayest
Super Bowl ever.

Little did
we realize that Madonna, coupled with the Pepsi/Elton John ad, the David Beckham
underwear ad, the anti-bullying ad outside the event and the premiere episode
of The Voice following the game, easily made it history’s most
gay-friendly Super Bowl event.   

What most
didn’t predict was that opening up football’s big day to a large, but mostly
football-phobic demographic, would score a record 111.3 million viewers. Whether
they were purposely targeting women and ended up with gay men doesn’t matter; TV
executives should take notice that the resulting spike in viewership translates
to money in the bank.

Now, I
know the gay community can’t take full credit for the ratings bonanza. New
England (and by extension Boston sports teams in general) vs. New York is
traditionally a ratings juggernaut. 
Whether it’s Pats vs. Jets, Pats vs. Giants or Red Sox vs. Yankees, the
nation seems to be interested in following the rivalry between these two
historic cities. 

I do have
to ask, however, what it was about this year’s Super Bowl that pushed the
ratings over the record-breaking edge?

Year after
year, the viewership usually breaks down to millions of straight men watching,
and by extension, straight women watching because they are either trying to
score with the guy they like or because they’ve accompanied their husband or boyfriend
to a viewing party.  Don’t get me
wrong, I realize a number of sporty spices out there really do watch for the
game.  But these straight women,
coupled with the sports-minded lesbian community tuning in to support their
favorite teams, represent a smaller demographic. 

So that
leaves gay men — a demo who usually, and admittedly so, only tune in for the
social aspect that comes with the halftime show and the commercials.  In years past, most gay men either
catch some of the game while switching channels, only tune in for the 12-minute
half time show (depending on who’s performing) or periodically glance over
while moving from room to room at a party. 

With
Madonna set to perform this year, this opened up a higher level of interest
across the board.  Some gay men
tuned in to see if her moves are lessening with age, others tuned in to be
transported back to a time when they were just coming out.  The women tuned in to reminisce about
old dance routines or to be reminded of a time when all girls, themselves included,
emulated her.

Say what
you will about Madonna’s performance, but I think we saw Sunday what a
difference a culture icon can make to TV ratings. Although she is getting mixed reviews via the perpetual
feedback machine that is all of our Facebook news feeds, I want to thank Madge
for introducing the world of football to millions of gay men on Sunday. And I
hope that the advertising agencies plan on spending $3.5 million a spot next
year on a wider array of messages because diversity does make a difference in
the ratings. 

LESLIE DOBBINS is a freelance writer
and a contributor to The Advocate
and She Wired.