How the 'Taylor Swift effect' and $8 million Super Bowl ads showcase the NFL’s explosive growth and female fan surge
The global superstar has introduced the NFL to a brand new demographic
The Super Bowl is this Sunday, and it is no secret that some celebrities will be at the Caesars Superdome to watch not only the game and the halftime show but also a new selection of ads and commercials.
However, this year, there is an important fact that must not be ignored: more women are stepping into the spotlight in every sense of the word.
More women on the Super Bowl ads
Over the past three years, the number of Super Bowl ads featuring only male celebrities has declined by 26%, according to Kim Whitler, a marketing professor at the University of Virginia’s Darden School of Business, compared to previous years.
This Sunday, viewers can expect to see Willem Dafoe paired with Catherine O’Hara, Orlando Bloom opposite Drew Barrymore, and Becky G, along with, more noticeably, Taylor Swift in the stands cheering for the Kansas City Chiefs.
The presence of The Tortured Poets Department singer is one of the reasons why this Super Bowl is expected to achieve record-breaking ratings for the second consecutive year. However, the most significant number reflecting the NFL’s growth is the increasing presence of women.
Taylor Swift presence is expected to top last year's rating numbers. Photo: USA Today
As a result, the number of ads featuring both male and female celebrities has risen by 79%, demonstrating why companies are willing to pay between $7 million and $8 million for just 30 seconds of airtime this year.
The Taylor Swift Effect
After the Kansas City Chiefs won the Super Bowl last year, CNBC reported that Fox sold commercial spots for a record $8 million. It remains to be seen whether more storylines will follow the example set by Cetaphil last year—who aired an ad about fathers and daughters bonding over Taylor Swift and football—and cater to Swifties.
Last year, Super Bowl ratings skyrocketed. Approximately 123.7 million viewers shattered the previous year’s record. The female portion of the audience was also well above average, making up 49% of total viewers.
Whitler highlighted the significance of Swift’s influence, noting that even if only a small portion of the new audience gained last year sticks around for any reason, they will keep coming back and could become loyal consumers for the next 60 years.