• Loading stock data...
Monday, November 11, 2024
DEADLINE EXTENDED: The Best Employers in Sports survey is now open through Nov. 13 Learn More

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

DSG’s Future Hangs on Bankruptcy Hearing As MLB Objects to Plan

The bankrupt regional sports network operator will learn whether it will again become a viable company.

The Caitlin Clark Show Is Hitting the LPGA Tour in a Big..

The WNBA star is playing in an LPGA pro-am this week.

How Schools Are Raising Money to Prep for House v. NCAA Settlement

Schools are hunting for money they may be sharing with athletes soon.
podcast thumbnail mobile
Front Office Sports Today

Roger Goodell Wants MORE International Games

0:00

Featured Today

Former President Donald Trump waves to the crowd as he exits the putting green with his aide Walt Nauta, left, during the final round of the LIV Golf Bedminster golf tournament at Trump National Bedminster on Sunday, Aug. 13, 2023.
opinion

Trump Win Puts Sports Back in the White House

With Trump back in the White House, sports get more political again.
Members of the NY Giants run onto the field to start the game between the New York Giants and the Washington Commanders at MetLife Stadium in East Rutherford on Sunday, Nov. 3, 2024.
November 8, 2024

The NFL Is Becoming the League With No Borders

Where will the NFL go next? International expansion will only get bigger.
November 5, 2024

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.

Cowboys’ Struggles Could Lead the NFL to Flex Out America’s Team

The perennially popular team is facing a very different reality this season.
November 8, 2024

MLB Fires Back at DSG Plan, Raising Doubt Over Long-Term Viability

The league and the Braves say they “have grave concerns” about the company’s future viability.
November 8, 2024

NBA Ratings Are Dipping and One Legend Has a Theory Why

NBA teams are averaging 37 three-points attempts per game this season.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
November 8, 2024

NFL, UEFA Rights Help Paramount+ Add 3.5 Million Subscribers

The streamer’s quarterly revenue grew by 25% compared to 2023.
November 7, 2024

TNT Sports Fuels WBD’s Surge As Max Hits 110.5M Subscribers

The TNT Sports parent company saw its stock price rise early Thursday.
November 6, 2024

NFL TV Ratings: Can Amazon Keep Up Record ‘TNF’ Pace?

Thursday night games are averaging 13 million viewers.
November 6, 2024

NBA TV Ratings Continue Trending Down to Open Season

The league has dealt with injuries to stars like Joel Embiid.