This TED Talk features marketing expert Gabby Barrios, recorded live at TED at BCG 2019.

Like a lot of people around the world earlier this summer, my friends and I were obsessed with the Women's World Cup held in France.

Here we are watching these incredible athletes. The goals were amazing.

The games were clean and engaging.

And at the same time, outside the field,

these women are talking about equal pay,

and in the case of some countries, any pay at all for their sport.

So because we were mildly obsessed, we wanted to watch the games live,

and we decided that one of the

Spanish-speaking networks in the U.S. was the best place for us to start. And it wasn't until

a few games into the tournament that a friend of mine talks to me and says, why does it feel

like everything I'm seeing is commercials for makeup and household cleaning products and diets?

It did feel a little bit too obvious,

and I don't know if we were sensitive about it

or the fact that we were watching with men and boys in our lives,

but it did feel a little bit too obvious

that we're being targeted for being women.

And to be honest, there's nothing necessarily wrong with that.

Someone sat down and looked at the tournament and said,

well, this thing is likely to be seen by more women. This women are Hispanic because they're watching

in Spanish, and this is women content. Therefore, this is a great place for me to place all these

commercials that are female-centric and maybe not other things. If I think about it as a marketer,

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