Big Game Advertisers Targeting Women

Women watch the Super Bowl, too, right? And this year a slew of advertisers is expecting it.

CNN reports health and beauty companies, some for the first time, are joining the scrum of beverage, technology and auto brands that have long been a staple of the blockbuster sports event. In a bigger shift, several longtime Super Bowl advertisers, like M&M’S, have spots featuring women who, for a change, aren’t just sipping soda in tight pants.

Blame — or credit — singer Taylor Swift for this. Her much-publicized relationship with Kansas City Chief’s star Travis Kelce offers at least a chance of increased female viewership for this Sunday’s game in Las Vegas. She’s already been credited for a ratings bump for football since their relationship went public last October.

“Taylor Swift’s attendance at the Super Bowl will likely have a significant impact not only on the size of the audience but also its demographic make-up,” according to Paul Hardart, a clinical professor of marketing for New York University’s Stern School of Business.

“Swift boasts a massive, devoted fan base, and her relationship with Kelce adds an intriguing and romantic element to the event, making it even more appealing for brands to associate themselves with her presence,” he previously told CNN.

At least 110 million people (and likely more) are expected to tune-in to this year’s battle between the San Francisco 49ers and the defending champion Kansas City Chiefs.

So Cardi B plugs Duck Plump lip gloss for L’Oreal NYX Professional Makeup, the first time the brand has advertised on the Super Bowl. The company says the spot “highlights powerful women” and will be “hilarious.” Meanwhile, e.l.f. cosmetics, also a first-time Super Bowl advertiser, reunites (some of) the cast of “Suits” in its spot as the lawyers haul various celebrities into court.