In case you’d advised us this time final 12 months that Taylor Swift and Sunday Night time Soccer could be a significant subject of dialog, we most likely wouldn’t have believed you. However lately seeing Swift and her iconic crimson lip at a Chief’s sport to help her boyfriend, Travis Kelce, is par for the course (to make use of an unrelated sports activities metaphor). The blockbuster-level protection surrounding Swift and Kelce might have upset some “Brads, Chads and dads” as Swift herself says in her Time Individual of the Yr interview, however it could even be behind the uptick in feminine viewers the NFL is starting to hone in on. Actually, they’re betting on such substantial numbers that for the primary time ever, Tremendous Bowl Sunday goes to characteristic a number of magnificence advertisements.

Advertisements from e.l.f., Nyx Skilled and CeraVe will make their first Tremendous Bowl look, and personal-care model Dove may even be returning to sport time for the primary time in twenty years. And as manufacturers are likely to do, they’re going massive for the Large Sport.

E.l.f. is dropping a legal-themed advert filled with acquainted faces, together with stars from Fits (which rocketed up in streaming numbers in 2023) and even Choose Judy, presiding. Nyx can be celebrating their 25-year anniversary with an advert starring Cardi B, and Dove’s spot can be dedicated to encouraging younger ladies to remain in sports activities.

Did Swifties Trigger the Magnificence Advert Push?

Effectively, the Tremendous Bowl already has a lot of feminine viewers. Neilson studies that viewership amongst ladies has been steadily rising over the previous few a long time, to the purpose the place about 46 p.c of Tremendous Bowl followers are females. Seen this manner, it’s fairly shocking that it’s taken so lengthy for the massive sport to run a magnificence advert.

That mentioned, Taylor Swift has actually had an influence.

One survey by Similarweb, an information and analytics firm, discovered almost 20 p.c of millennial respondents listed Taylor Swift’s relationship with Kelce as a key purpose in tune into this 12 months’s Tremendous Bowl. Of Gen-Z respondents 31 p.c mentioned they’d root for the Chiefs within the NFL’s title sport due to Swift.

These Gen-Z viewers are actually driving the spike, as NBC reported a spike of 53 p.c in viewership amongst ladies 12-17. Because of this, many are predicting this 12 months’s Tremendous Bowl viewership to blow away earlier information.

Taylor Swift and the NFL

Not everybody loves the eye that Swift is garnering at these video games.

Whereas the NFL is actually benefiting from the leap in feminine followers and viewers, others have complained closely in regards to the quantity of protection she is receiving as a mere attending fan. This led the New York Occasions to research precisely how a lot time Swift spent on air throughout the video games.

“The fact is Ms. Swift usually being onscreen for lower than 25 seconds over the course of broadcasts that run longer than three hours, along with her identify hardly ever being talked about,” the Occasions studies.

The complaints from male followers additionally led to a response from the lead play-by-play announcer for this 12 months’s Tremendous Bowl, Jim Nantz, who mentioned on The Dan Patrick Present he doesn’t have plans to indicate Swift a sure variety of occasions throughout the sport. “, Kelce makes a giant play, [Arnold’s] gonna minimize to her for a second or two,” Nantz explains. “That doesn’t imply it wants commentary with that shot. It simply blends in with the replay, one other crowd shot. However I’ve by no means mentioned, on the cough change, ‘Give me a shot of Taylor proper now.’”