A notable shift in the advertising landscape for the 2024 Super Bowl, highlighting the increased presence and focus on women, both in the content of the ads and the expected viewership.
Key Points:
- Increased Female-Focused Advertising: For the first time, health and beauty companies are joining traditional Super Bowl advertisers like beverage, technology, and auto brands. This indicates a recognition of the significant female viewership of the Super Bowl.
- Change in Ad Content: Longtime advertisers, such as M&M’S, are featuring women in roles beyond traditional stereotypes. This shift aims to better resonate with a broader audience, moving away from clichéd portrayals.
- Taylor Swift’s Influence: The article credits Taylor Swift’s relationship with Kansas City Chiefs star Travis Kelce for potentially increasing female viewership. Swift’s massive fan base and the romantic angle add a new layer of interest to the event.
- Audience and Demographics: Over 110 million people are expected to watch the game. The presence of celebrities like Swift is anticipated to not only increase the audience size but also alter its demographic composition.
- Notable Advertisements:
- Cardi B advertising L’Oreal NYX Professional Makeup’s Duck Plump lip gloss, marking the brand’s first Super Bowl ad.
- e.l.f. cosmetics, another first-time advertiser, features a reunion of some cast members from “Suits.”
- Other ads include Scarlett Johansson for M&M’S, Jennifer Aniston for Uber Eats, and Kate McKinnon for Hellman’s.
- Advertising Costs: The cost for a 30-second ad ranges from $6.5 million to $7 million. These ads receive extensive publicity and social media engagement.
- Traditional Advertisers: Despite the new entrants, traditional Super Bowl advertisers like Anheuser-Busch, State Farm, and Frito-Lay remain prominent.
- Celebrity Involvement: Apart from Swift, celebrities like Johansson, Aniston, McKinnon, and Jenna Ortega are featured in various ads, highlighting a trend towards utilizing well-known female figures.
- Swift’s Potential Attendance: There’s speculation about Swift attending the Super Bowl, despite a performance in Japan the previous day.
Overall, we can say that we witness here a strategic shift in Super Bowl advertising to more inclusively target and acknowledge the female audience, using both content and celebrity influence to attract a wider viewership.
