In a surprising turn that feels like it’s lifted from a hit song, Taylor Swift’s love life is making big waves in Super Bowl advertising. Her relationship with the Kansas City Chiefs Travis Kelce has bridged the gap between two different groups of fans: her music fans and football supporters. The blend of pop culture with sports is shifting the Super Bowl audience, prompting companies to redesign their commercials to attract a broader, more varied crowd.
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While not directly attributed to Swift’s influence on the NFL and its burgeoning female viewership, the connection is hard to ignore. Mike McCarthy called it “The Taylor Swift Bowl” in a tweet, pointing out that beauty brands are really jumping on the chance to connect with female viewers.
Marian Salzman, PR biggie, summed it up by saying we’re living in “one Swift world.” She highlighted how Taylor Swift has become a key link to attracting not just women of all ages but also the guys who shop alongside her.
THE TAYLOR SWIFT BOWL: Beauty companies like @NYXCosmetics, @elfcosmetics and @Dove are buying pricy national commercials on CBS’ telecast of @SuperBowl 58.
Swift is ‘bridge’ to female consumers, says @mariansalzman.
‘It has become one Swift World.”https://t.co/7BDNMC4gG4
— Michael McCarthy (@MMcCarthyREV) February 1, 2024
Historically dominated by beer and automobile commercials, the Super Bowl’s ad space is witnessing an unprecedented invasion by cosmetic companies. This year, a trio of health and beauty brands have secured costly commercial slots for CBS Sports’ coverage of Super Bowl LVIII. Among them, L’Oreal’s NYX Professional Makeup and e.l.f. Cosmetics are making their debuts, while Dove returns after an 18-year hiatus. This marks a significant departure from last year, which saw no national in-game ads from health and beauty brands.
These strategic ad placements come at a steep cost, with an estimated million-dollar price tag for a mere 30 seconds of airtime. Marketing consultant Ernest Lupinacci suggests that some beauty advertisers may have bet early on the Chiefs reaching the Super Bowl, anticipating the draw of Kelce’s team to amplify their message’s reach.
A New Era for Super Bowl Sunday
Super Bowl Sunday is renowned for its commercials as much as for the game itself, attracting the year’s largest TV audience. With the addition of Swift’s massive fanbase, viewership numbers are anticipated to soar.
This phenomenon, dubbed the “Taylor Swift effect,” is not just a speculative trend. A survey by LendingTree revealed that 13% of American consumers reported an increased interest in football due to Swift, with the figure jumping to 24% among Gen Z.
Taylor Swift’s crossover into the NFL scene, particularly her connection with Travis Kelce, is more than just tabloid fodder. It’s reshaping how we view the Super Bowl, turning it into an event that unites music lovers and sports fans alike, and possibly setting new viewership records.
