Did Taylor Swift Change Super Bowl Ads?
It's estimated that over 113.06 million viewers tuned into this year's big game this past Sunday, February 11th for Super Bowl LVII. This makes it the second most-watched Super Bowl game in history. What's the major driving factor between all these views?
We won't say it's the only factor, but we know that our girl Taylor Swift has a HUGE influence across the world. Her influence has hit the NFL this season as she cheers on her bo, Travis Kelce from the Kansas City Chiefs, who of course just won this year's big game!
NFL's Changing Fanbase
In our previous blog article, The Taylor Swift Effect, we discussed how she's changing the NFL viewership demographics, including increasing the amount of Gen Z and Millenial Women viewers. In fact, the Chiefs-Jets Sunday night game was the most watched game since the previous SuperBowl and increased the viewership with teen girls ages 12-17, up 53% when compared to a typical Sunday night game.
So, we saw even more of her effect as the season played out but, how did this also shift the way the advertisers approached their campaigns?
2024 Super Bowl Ads
Since the Super Bowl is often a more diverse audience, it's normal to see ads from companies with women as their main target audience. However, this year, we saw even more ads with target audiences matching Taylor Swift's common demographics, too.
Brands like Poppi, Dove, and E.l.f. cosmetics jumped into the Super Bowl ad spaces to take advantage of new viewership from the swifties. Let's take a look at how similar their audiences are...
While the "Swifties" demographic is HUGE and really impacts all genders and age ranges, the most common age range according to Forbes is female millennials.
Target Audiences of a few Brands Featured in a 2024 Ad:
Temu: 25-34 year olds
Dove: 18 to 35 years
E.L.F.: 25 - 34 year olds
Do you think these brands would have still advertised this year if the Taylor Swift Effect wasn't in full force? Personally, I vote no! I think without Taylor the ad space would have been still filled with ads from brands like Mountain Dew, Budweiser, and Doritos.
What can we take from this?
Taylor Swift IS incredible. For one person to change an entire organization like the NFL's viewership demographics by simply attending games and being herself...that's powerful right there!
For advertisers to react to these demographic changes, that's even better! For big brands like this to leap into completely new territory to be not only where their target audience is showing up but to also expose themselves to new audiences, too...chef's kiss!
