2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift (2024)

By Sarah BregelFeatures correspondent

2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift (1)2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift (2)Alamy

Brands are leaning into a new demographic for their 2024 Super Bowl ads (Credit: Alamy)

With brands like e.l.f. and Dove taking centre stage in this year's Super Bowl advertisem*nts, it's clear there's a new target market expanding the usual NFL fanbase.

With an audience of over 100m viewers a year, the Super Bowl has long been an ideal time for advertisers to make an impression. But this year, as the Kansas City Chiefs take on the San Francisco 49ers, ads could look a bit different. That's because in recent months, the US' National Football League (NFL) has captivated a new audience: Gen Z and millennial women.

Thanks to Taylor Swift's dedicated fanbase, more women and girls are watching American football. The Taylor-effect is massive. Nearly two-thirds of Gen Z or Millennial women now have a favourable view of the NFL. While the survey's data shows that women's support of the NFL has been growing since 2017, it has never been higher than since Swift started showing up to support her beau, Chief's star tight end Travis Kelce – surging 11% between July and December of last year. Marketwatch data from Apex Marketing estimates that Swift's presence has created $122m (£97m) of brand value for the NFL.

While last year, advertisers shelled out around $7m (£5.5m) for a 30-second spot during the big game, most of those spots catered to male viewers. Women have long been underrepresented when it comes to Super Bowl ads – but this year, with more women watching, marketers are keen to cash in on the female demographic.

Jed Jecelin, executive creative director for Planit, an Emmy-winning marketing and advertising agency in Baltimore, Maryland, tells the BBC that the Swiftie crowd is bringing a certain "pride and connectedness" that is "powerful and positive" to the American football world. He says that this year, the big game is an opportunity for women-centric brands to stand out among the more typical "food, car, and beverage advertisers".

It's already clear that there will be more women-focused brands aiming to do just that during commercial breaks. Advertising spots by brands like CeraVe, Dove and e.l.f., have already been confirmed. For e.l.f., the 2024 Super Bowl spot will mark their first national Super Bowl ad, while Dove is returning to the advertising line-up for the first time in nearly two decades.

2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift (3)2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift (4)Getty Images

Brands like e.l.f. and Dove will have spots during the 2024 Super Bowl (Credit: Getty Images)

This change in representation makes perfect sense, say experts. Eileen Ziesemer, a PR consultant who has represented the top beauty brand Ulta Beauty, tells BBC she believes the Super Bowl ads this year will bring "newness in tone and variety of brands and industries represented". She explains that the new female audience who will be watching the Super Bowl this year "often represents leaders of discretionary household budgets, so [it's] a win-win for brands and viewers alike".

Ziesemer expects the Taylor-effect to continue long after the Super Bowl, too. Ziesemer herself will be "watching for many beauty brands and other brave industry leaders" to keep showing up in new "compelling, fun ways" in the traditionally male-dominated area of American football.

And no matter the gender of those on the Super Bowl sidelines (or in the box seats) for the game itself, Jecelin says Super Bowl advertisers should have never left women out to begin with. "Even without Taylor’s involvement, the Super Bowl is an amazing opportunity for women-centric brands," he says. "A beauty brand, for example, can reach significantly higher numbers through the Super Bowl than any other programming in the US."

This year, with Swift's help, female-focused brands will finally come to play.

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2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift (2024)

FAQs

2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift? ›

2024 Super Bowl ads may cater to women viewers – some credit Taylor Swift. With brands like e.l.f. and Dove taking centre stage in this year's Super Bowl advertisem*nts, it's clear there's a new target market expanding the usual NFL fanbase.

Did women watch the Super Bowl before Taylor Swift but now advertisers are paying attention? ›

The marketing rush is a sign of Swift's singular economic power—noted by the Fed and now by Super Bowl advertisers. And yet, while there was much hype around Taylor Swift-themed Super Bowl parties, this is hardly the first time women have watched the big game. Women made up 47% of NFL fans, according to 2020 data.

What was the best Super Bowl ad in 2024? ›

The 2024 winner was State Farm's "Like a Good Neighbaaa," starring Arnold Schwarzenegger and Danny DeVito, with a score of 6.68. Rounding out the this year's top five were ads from Dunkin', Kia, Uber Eats and the NFL.

Who is the target audience for Super Bowl ads? ›

"The Super Bowl is the Academy Awards of advertising," said San Diego State University Marketing Professor Miro Copic, who explained "every consumer segment that's sizable-- lower middle income, middle income, upper middle income, well to do -- are all watching the Super Bowl." He said it's a prime opportunity for ...

How much does a 30 second Super Bowl commercial cost in 2024? ›

Super Bowl LVIII, 2024 – $7 million.

How did Taylor lose the rights to her music? ›

Taylor recorded her first six albums pursuant to a recording agreement with a company called Big Machine Records, and because of the industry-standard-for-a-new-artist contractual language in Big Machine's recording agreement, Big Machine ended up owning the copyright in all those master recordings.

How many Swifties watched the Super Bowl? ›

The halftime show brings in tens of millions of viewers — with 82 percent of the total 123.7 million tuning in this year — making it the largest live broadcast event in which a musician can perform.

What is the Super Bowl commercial for girls sports 2024? ›

Dove's “Hard Knocks”

Dove's Super Bowl 2024 ad aims to prove it's not the hard knocks that stop girls from playing sports, but low body confidence. "From our research, we know that body confidence is the #1 reason girls are dropping out of sports," said Greg Ross, COO at Unilever North America Personal Care.

What is the #1 Super Bowl food? ›

"But what are people ordering for their Super Bowl watch parties?" is a question you may ask yourself because you're looking to create a game day menu. The three most popular Super Bowl dishes people order are pizza, chicken wings, and chips with dips.

Who is the biggest advertiser in the Super Bowl? ›

Budweiser's parent company Anheuser-Busch has been the most successful advertiser in the annual Super Bowl Ad Meter survey organized by USA Today, having finished first on the survey fourteen times.

How much was the cheapest ticket to the Super Bowl in 2024? ›

Ticketmaster, which serves as the NFL's official ticket platform, showed the lowest price for tickets lately running at $6,500, while the cheapest on Stubhub were running at a little over six grand.

Did the Super Bowl 2024 sell out? ›

Las Vegas' first Super Bowl lived up to the billing Sunday. An announced crowd of 61,629 fans filled Allegiant Stadium for the Chiefs' 25-22 overtime victory against the 49ers, making the championship game a sellout.

Did Taylor Swift make it to the Super Bowl? ›

Taylor Swift Traveled From Tokyo to Los Angeles for the Super Bowl.

Did more women watch the Super Bowl? ›

All told, girls and women accounted for a record 47.5% of the Super Bowl audience, as 5 million more females watched this year's game than was the case a year ago. The gap between men and women narrowed to just 6.14 million viewers, which was down from the 7.53 million-person deficit recorded during Super Bowl LVII.

What company did the most advertising during the Super Bowl? ›

The company that has purchased the most Super Bowl commercials of all time is Budweiser, with 142 Super Bowl ads since the very first Super Bowl game was played in 1967, the most of any company by far.

Who did not advertise in Super Bowl? ›

Coca-Cola, PepsiCo, Hyundai and the Avocado industry will not advertise during the Super Bowl – though Pepsi will continue to sponsor the halftime show. “It's a bit of a gamble,” said Arpan Yagnik, assistant professor of advertising at Penn State Behrend, “but I think it's going to pay off.

Which company is suggested to have had the most famous Super Bowl advertisem*nt in what year was the ad shown? ›

"1984", an ad for the Macintosh computer (pictured), has been widely considered the best Super Bowl ad of all time. At Super Bowl XVIII, Apple Computer broadcast an advertisem*nt for its Macintosh computer entitled "1984", created by the agency Chiat/Day and directed by Ridley Scott.

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