The Taylor Swift effect: L’Oreal, NYX, other luxury brands to make Super Bowl debut despite $7M price tag

The Taylor Swift effect: L’Oreal, NYX, other luxury brands to make Super Bowl debut despite $7M price tag
Women-focused Super Bowl advertisements are trending thanks to Taylor Swift (Getty Images, David Eulitt/Getty Images)

The Taylor Swift effect: Super Bowl commercials featuring women win

Taylor Swift at the Kansas City Chiefs versus New York Jets game (Twitter/@NFL)
Taylor Swift at the Kansas City Chiefs versus New York Jets game (@NFL/X)

Also Read: Taylor Swift news diary: Paris Hilton moved to create room for pop star and her beau Travis Kelce at Coachella VIP platform

Taylor Swift's potential appearance at the Super Bowl is changing the face of advertising as it draws in new viewers, mainly women and younger people. Beauty firms like L'Oreal and Dove are investing in Super Bowl commercials to reach a wider demographic, demonstrating how brands are profiting from this trend. This is the singer Taylor Swift's effect. There's a chance that the highly publicized relationship she has with Kansas City Chief’s star Travis Kelce could attract more female fans to the game this Sunday, February 10, in Las Vegas.

Audience dynamics could shift with Taylor Swift's much-anticipated appearance

Taylor Swift and Brittany Mahomes react during a game between the Los Angeles Chargers and Kansas City Chiefs at GEHA Field at Arrowhead Stadium on October 22, 2023 in Kansas City, Missouri. (Photo by David Eulitt/Getty Images)
Audience dynamics could shift with Taylor Swift's much-anticipated appearance (David Eulitt/Getty Images)

Swift's much-awaited appearance is likely to shift the dynamics of the crowd by attracting viewers who are not usually interested in NFL games, including women and younger audiences. Zeta Global's data indicates a notable surge in interest in the game and its advertisements, particularly among female consumers. The 'Taylor Swift effect,' which is responsible for the observed increase in female NFL watching during the 2023 season, is said to be the cause of this prospective shift.

Also Read: Coachella Queen Paris Hilton ‘moved to make way for’ Taylor Swift and Travis Kelce at VIP platform

Super Bowl is gaining popularity among Americans thanks to Taylor Swift

(Taylor Swift/Facebook)
Super Bowl 58 is gaining popularity among Americans thanks to Taylor Swift (Taylor Swift/Facebook)

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Zeta Global (ZETA), an AI-powered marketing cloud, tracks trillions of data points generated every day by American consumers to identify patterns. They discovered that while Americans' interest in the game has increased by 169% from the previous year, their interest in its ads has increased by 903% since February 2023. CEO of Zeta Global David Steinberg remarked, "You’re seeing a massive indication of people who are interested in the commercials. I surmise a big chunk of that is women," per USA Today.

30-second Super Bowl ads will account for a sizable portion of tangible media budgets

e.l.f. Cosmetics 'Judge Beauty' Super Bowl LVIII (58) 2024 Commercial (Not Your Dads TV Ads/YouTube)
e.l.f. Cosmetics 'Judge Beauty' Super Bowl LVIII (58) 2024 Commercial (Not Your Dads TV Ads/YouTube)

The significance of this advertising space is highlighted by the fact that for some brands, the 30-second Super Bowl ads will account for a sizeable portion of their tangible media budgets. Furthermore, the NFL regular season's higher interaction with beauty advertisements points to a Super Bowl with high engagement with beauty commercials as well.

Taylor Swift's impact appears in the world of beauty ads alongside football field

(Not Your Dads TV Ads/YouTube)
Dove 'It's the Hard Knock Life' Super Bowl LVIII (58) 2024 Commercial (Not Your Dads TV Ads/YouTube)

Beauty brands have also demonstrated heightened interest in the Super Bowl and are affected by Swift's reach outside of the football field. Several companies, including Dove, e.l.f. Beauty, L'Oreal, and CeraVe are spending money on Super Bowl commercials; several are making their debuts. This change is ascribed to the rise in female NFL viewership, which presents these businesses with a special chance to connect with a larger market.

Taylor Swift's influence is also reshaping the advertising industry

Travis Kelce #87 of the Kansas City Chiefs celebrates with Taylor Swift after a 17-10 victory against the Baltimore Ravens in the AFC Championship Game at M&T Bank Stadium on January 28, 2024 in Baltimore, Maryland. (Photo by Patrick Smith/Getty Images)
Taylor Swift and Travis Kelce's romance has already affected football viewership (Patrick Smith/Getty Images)

The Super Bowl audience's demographic composition is shifting due in part to Taylor Swift's appeal, which is also changing the nature of advertising. The 'Taylor Swift effect' is propelling a radical change in Super Bowl advertising that targets female consumers, leading to an increase in commercials with a female focus. Swift and Travis Kelce's romance has already affected football viewership, proving the special benefit of Super Bowl advertising in terms of creating buzz and social media interaction.

Taylor Swift is expected to attract highly engaged viewers to several broadcasts

CLEVELAND, OHIO - OCTOBER 30:Taylor Swift performs onstage during the 36th Annual Rock & Roll Hall O
Taylor Swift is expected to attract highly engaged viewers to several broadcasts (Getty Images)

Swift is expected to attract a large number of new or highly engaged viewers to this year's CBS, Paramount Plus, and Nickelodeon telecast. According to Nielsen, attendance for all NFL games increased by 7% this season. One important component of that growth was an 8.1% rise in viewership among girls aged 12 to 17. NFL Commissioner Roger Goodell stated during his yearly pre-Super Bowl press conference, "I think it’s great to have her (Swift) a part of it. Obviously, it creates a buzz. It creates another group of young fans, particularly young women."

Taylor Swift and Travis Kelce's romance contributes to potential boost of NFL and its advertisers

Travis Kelce #87 of the Kansas City Chiefs celebrates with Taylor Swift after a 17-10 victory against the Baltimore Ravens in the AFC Championship Game at M&T Bank Stadium on January 28, 2024 in Baltimore, Maryland. (Photo by Patrick Smith/Getty Images)
Taylor Swift and Travis Kelce's romance contributes to the potential boosts of the NFL and its advertisers (Photo by Patrick Smith/Getty Images)

With an average of under 55.5 million viewers at the beginning of the game, CBS announced that the Chiefs' surprise victory over the Ravens was the most-viewed AFC Championship game in the franchise's history. Swift and Kelce shared a kiss on social media to cap off the victory. "(Swift) is aspirational for most girls," remarked David Steinberg. "They're major fans of hers. And that's translating to a massive halo effect – not just for the Super Bowl, not just for viewership of the Super Bowl, but for the ads that are running in the Super Bowl."

Excitement rises as Taylor Swift's potential Super Bowl performance draws near

Editorial use only and no commercial use at any time.  No use on publication covers is permitted after August 9, 2023. Taylor Swift performs onstage for the opening night of
The 'Taylor Swift effect' is about to change the game, both on and off the field (Getty Images)

There is growing anticipation about Taylor Swift's possible Super Bowl performance as the game approaches. This excitement creates a chance for advertisers to reach a wider range of consumers and change the landscape of Super Bowl advertising in the process. The real effect of Swift's involvement won't become apparent until after the Super Bowl. However, the 'Taylor Swift effect' is about to change the game, both on and off the field.

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