• Loading stock data...
Friday, October 17, 2025

Taylor Swift Effect? Super Bowl to See Three Health and Beauty Brand Ads

  • Two health and beauty brands bought pricy space for CBS Sports’ coverage of Super Bowl LVIII.
  • Another created its first in-game ad in 18 years for the most-watched TV program of the year.
Tommy Gilligan-USA TODAY Sports

A trio of health and beauty brands are buying pricy commercial time for CBS Sports’ coverage of Super Bowl LVIII. Two of them are new to the Big Game, the third is returning from a long hiatus, and more brands could still enter the mix by Feb. 11, since some advertisers like to keep their plans a surprise. (Notably: There were zero national-in game ads for health and beauty brands last year.) And while those additions can’t be tied directly to Taylor Swift’s relationship with Chiefs tight end Travis Kelce, or to her influence on the NFL and its female viewership, each of the ad spots targets female consumers or prominently features women: 

  • L’Oreal’s NYX Professional Makeup will make its Super Bowl debut with a new 30-second commercial celebrating the “power of women” in the “traditionally male-dominated” football industry, according to Campaign.
  • e.l.f. Cosmetics will air its first national Super Bowl commercial and is planning a star-studded spot featuring singer Meghan Trainor, actor Gina Torres, and others, according to Adweek.
  • And Dove will advertise in the Big Game for the first time in 18 years. The new #KeepHerConfident commercial will promote body confidence in girls “to keep them playing the sports they love,” according to the personal care brand.

Some industry experts believe the connection to Swift is undeniable. “It has become one Swift world,” global trend spotter Marian Salzman tells Front Office Sports. “Honestly I think she is the best bridge [advertisers] have to women of all ages–and the men who shop with them.”

It’s difficult to pinpoint whether advertisers bought their commercial time before or after the romance became public in October (or the Chiefs’s winning the AFC Championship Game). But it stands to reason that Swift has had some influence in spurring advertisers to fork over an estimated $7 million for 30 seconds. (Although CBS has said its Super Bowl commercial inventory has been virtually sold out since November, savvy networks always keep a couple spots available to sell at a premium.)

Marketing consultant Ernest Lupinacci, a former creative director on Nike and ESPN campaigns, believes some beauty advertisers simply gambled early on Kelce’s Chiefs reaching their fourth Super Bowl in the last five seasons. “My theory,” he says, “is that some smart people said, ‘You know what? Let’s buy some ad time. It’s a big enough audience anyway. And if Kansas City makes it in there, we are golden.’ ”

Super Bowl Sunday is the one day where it’s a guarantee that viewers will be watching the commercials, and the game annually generates the biggest TV audience of the year: Last February, a record 115.1 million viewers tuned in for Fox Sports’ telecast of Super Bowl LVII. Throw in the Swifties, and this year’s number could set a new benchmark.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Steelers’ Shared Stadium With Pitt Comes Under Fire for Bad Turf

The conditions at Acrisure Stadium have been subpar this season.
May 25, 2025; Indianapolis, Indiana, USA; Derek Jeter walks the red carpet on Sunday, May 25, 2025, ahead of the 109th running of the Indianapolis 500 at Indianapolis Motor Speedway

The Players’ Tribune Is Still Kicking 11 Years Later

Founder Derek Jeter is still closely involved in the publication.

NHL Raises Concerns Over 2026 Olympic Arena’s Delayed Construction

The commissioner says construction progress in Italy remains a deep concern.

Featured Today

Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Paul Cartier
October 5, 2025

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Mar 12, 2025; Denver, Colorado, USA; General view of ESPN broadcast camera during a game between the Minnesota Timberwolves and Denver Nuggets at Ball Arena.

ESPN’s New NBA Segment Resists Hot Takes

LeBron James tweeted in favor of the new segment.
Oct 10, 2025; Phoenix, Arizona, USA; Las Vegas Aces center A'ja Wilson (22) celebrates with teammates after game four of the 2025 WNBA Finals at Mortgage Matchup Center.
October 14, 2025

WNBA Finals Draws 1.5M Viewers, Second-Highest Series on ESPN

The four-game series averaged 1.5 million viewers.
Aug 30, 2025; Columbus, Ohio, USA; Ohio State Buckeyes wide receiver Brandon Inniss (1) attempts to make a catch over Texas Longhorns defensive back Graceson Littleton (29) in the first half at Ohio Stadium.
October 16, 2025

SEC Games Help ABC Dominate College Football Ratings at Midseason

Texas–Ohio State on Fox remains the most-watched game of the season.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
MLS
October 14, 2025

MLS Publishes Unchecked AI-Generated Game Recaps

Humans are not reviewing the articles for accuracy.
Micah Parsons
exclusive
October 14, 2025

NFL Scorigami Creator Blames Glitches on Twitter Platform Changes

The bot has been glitching all NFL season, and fans have noticed.
Sep 5, 2025; Flushing, NY, USA; Carlos Alcaraz of Spain and Novak Djokovic of Serbia embraces after their match in the semifinal of the men’s singles at the US Open at Arthur Ashe Stadium in Billie Jean King National Tennis Center.
October 13, 2025

Six Kings Slam Returns With Record $6M Prize, Netflix Deal

The Six Kings Slam is held in Riyadh, Saudi Arabia.
Mar 5, 2023; Dallas, Texas, USA; A view of the NBA logo and NBA app logo and basketballs in front of the base during warms up before the game between the Dallas Mavericks and the Suns at the American Airlines Center.
October 13, 2025

NBA Will Take Over League Pass After WBD Divorce

The league now has full operational control of those media assets.