>> This Sunday's Super Bowl ads are finally catching up to the fact that about half of the game's viewers are women. Serena Williams, Sarah Michelle Gellar, and a young athlete who aspires to the be the NFL's first female player are among those featured in this year's spots. Which are all about empowerment says Reuters correspondent, Sheila Dang.
>> Well, it wasn't too long ago that Super Bowl ads featured women as the butt of the joke, as one expert put it to me. They were mostly in various stages of undress and just there as a sexual object. But especially this year, we're seeing women in these ads really take charge of their decisions and be totally unapologetic about it.
>> Case in point, Serena Williams's spot for Bumble, the dating app in which women pursue men.>> And don't wait to be given power because here's what they won't tell you, we already have it.>> Toyota's Rav4 commercial introduces viewers to Antoinette Toni Harris,>> They've said a lot of things about Tony Harris.
>> Who dreams of one day playing professional football.>> People have made a lot of assumptions about Joni.>> But I've never been a big fan of assumptions.>> Some ads take a more traditional approach such as Olay, the skin care cream. Making its Super Bowl debut with actress Sarah Michelle Gellar spoofing her horror movie past, her face, youthful from using Olay.
>> Your skin's glowing, you could be a movie star.>> Really, you think? No!>> 32nd commercial sold for an estimated $5 million this year.>> Good choice.>> Changing could do a little good.