Taylor Swift’s highly anticipated Super Bowl appearance alters the advertising landscape
As the Super Bowl approaches, the buzz around Taylor Swift’s potential appearance is sending ripples through the advertising world. Companies such as Unilever’s Hellmann’s, with their Kate McKinnon-led commercial, are banking on the pop star’s presence to engage a broader audience. Advertisers committed to their Super Bowl ad spots early last year, oblivious to the media frenzy that Swift’s relationship with Kansas City Chiefs player Travis Kelce would generate.
A Symphony of Stars and Sales
Swift’s anticipated appearance is poised to change viewership dynamics, drawing in peripheral audiences, including women and younger viewers who may not typically watch NFL games. The data collected by Zeta Global reveals a significant increase in interest in the game and its commercials, especially among women. This potential shift is attributed to the ‘Taylor Swift effect,’ a phenomenon that has already seen a notable rise in female NFL viewership during the 2023 season.
The NFL’s recent years have seen women comprise about 46% of the Super Bowl audience. If Swift is present, the final impact on viewership and advertising will only be clear after the event. However, it is already being considered a valuable addition for marketers with Super Bowl advertising slots.
The Shift in Super Bowl Advertising
Swift’s influence extends beyond the football field and into the realm of beauty advertisers, who have shown increased interest in the Super Bowl. Brands like Dove, e.l.f. Beauty, L’Oréal, and CeraVe are investing in Super Bowl ads, with some making their first appearance. This shift is attributed to the surge in female NFL viewership, creating a unique opportunity for these brands to reach a broader audience.
The 30-second Super Bowl ad costs will make up a significant percentage of measured media budgets for some brands, highlighting the importance of this advertising space. Moreover, the increased engagement with beauty ads during the NFL regular season suggests strong ad engagement for beauty ads in the Super Bowl as well.
A New Demographic Makeup
Taylor Swift’s influence is not only changing the demographic makeup of Super Bowl viewership but also reshaping the advertising landscape. The ‘Taylor Swift effect’ is driving a groundbreaking shift in Super Bowl advertisers targeting women, resulting in a surge of female-focused advertisements. Swift’s relationship with Travis Kelce has already impacted football ratings, demonstrating the unique advantage of Super Bowl advertising in generating publicity and social media engagement.
As the countdown to the Super Bowl continues, the anticipation around Taylor Swift’s potential appearance continues to grow. For advertisers, this excitement represents an opportunity to engage with a broader, more diverse audience, reshaping the future of Super Bowl advertising.
In the end, the true impact of Swift’s presence will only be known after the Super Bowl. However, one thing is clear: the ‘Taylor Swift effect’ is poised to change the game, both on and off the field.