Over 109 million viewers tuned in to watch Super Bowl XLV on Sunday, but as often is the case, some viewers are just as excited, if not more so, to see what new creative ads are unveiled. This year’s ads were a hit, with some of the most popular representing the automobile industry. While the NFL has made some strides to include and engage its female audience, the majority of the ads shown during the game were geared to men.

According to Hulu.com, the top 3 ads most liked by women were Volkswagen: The Force, Bridgestone: Carma, and NFL: Super Bowl Celebration. These ads were great, but the fact that women now make the majority of the purchasing decisions for households means that these retailers struck a nerve. Where cars and tires were once seen as “things only men buy,” they are now just as likely to be purchased by women.

Some retailers are slow to recognize and capitalize on the power of the purse, while others are strategically engaging their female audiences and adapting brands and products for greater appeal. The latter is definitely making the wiser decision.