At first sight, the Super Bowl Sunday lineup featuring well-known brands and celebrities seems typical.

Fans watching the Feb. 9 game on Fox can expect the usual parade of handsome actors, nostalgic pop stars, beloved animals, and football stalwarts promoting snacks, beverages, high-speed cars, and tax services.

However, beneath the array of personalities lies a change in demographics that reflects the broader NFL and Super Bowl audience: an increase in female viewers.

Research conducted by marketing expert Kim Whitler shows that over the past three years, the percentage of Super Bowl ads showcasing only male celebrities has declined by 26% compared to a similar timeframe from 2015 to 2017. Meanwhile, ads featuring both male and female celebrities have risen by 79%.

Analyzing YSL News’s Ad Meter from those years is like looking back in time. Male celebrities like Bryan Cranston, Kevin Hart, Ryan Reynolds, and Steve Harvey usually dominated the ads, with infrequent appearances by female stars.

In contrast, this Sunday’s game will feature stars like Willem Dafoe paired with Catherine O’Hara, Orlando Bloom alongside Drew Barrymore, and Becky G sharing the screen with Mountain Dude, to name a few. These ads will likely air alongside cutaways featuring the world-renowned pop star, who will once again be watching the game from a suite.

Taylor Swift’s involvement could be the vital push that keeps the Kansas City Chiefs vs. Philadelphia Eagles matchup at the forefront of Super Bowl viewership for a consecutive year. Yet, the dynamics of the event better illustrate the NFL’s expanding reach and the increasing number of women in its audience.

“By 2024,” notes Whitler, a marketing instructor at the University of Virginia’s Darden School of Business, “there will be a wider variety of product categories represented, and a broader range of advertisers recognizing the value in engaging a larger audience.

“We’re seeing more ads featuring male-female pairs and a decrease in ads starring only men throughout the duration of the game.”

The growing audience is a key reason why advertisers are spending between $7 million and $8 million for just 30 seconds of commercial time this year.

“I love that more women are tuning in,” remarks Greg Lyons, chief marketing officer for PepsiCo, whose Baja Blast advertisement will air during the Super Bowl. “The Super Bowl should reach everyone. Our ads need to resonate with both women and men, rather than being overly targeted.”

And this Sunday’s audience is anticipated to be the most extensive and diverse ever.

The Taylor Effect

Swift’s relationship with Kansas City tight end Travis Kelce continues to be a talking point, even if their romance peaked with an on-field kiss after the Chiefs’ overtime victory last year.

Her ongoing presence in the game narrative will serve as a gauge for her lasting impact on the NFL and the league.

So far, the data from the past year has been revealing.

“A few million extra viewers tuned in because of her,” says Dennis Deninger, professor emeritus at Syracuse University and author of The Football Game That Changed America. “Last year’s Super Bowl saw record viewership, and her celebrity helped drive that.”

The numbers from last year were impressive: an estimated 123.7 million viewers set a new record, while a total of 202.4 million people watched at least part of the game, surpassing the previous year’s 184 million.

The female audience share likely also reached new heights: 49% of viewers, up from the usual 53-47 male-to-female ratio. This marks a significant increase from the typical male-dominated viewership during regular season games, which often skews towards two-thirds male, although this trend is changing as the NFL gains popularity among women and girls.

Now, the Swift-influenced viewers represent a new demographic of potential repeat fans. The retention rate for this group could shape the NFL’s future for decades to come.

“She opened the door for a younger audience to engage,” says Whitler. “For some, the excitement of the game, the sense of community, and the social environment will encourage them to return.”

“This is a subscription-based economy. The goal is not just initial engagement but to encourage repeat attendance. She sparked interest in the NFL among this youthful demographic, which has the potential to appreciate the sport for 50 or even 60 years.”

“The long-term impact of Taylor could be significant if even 10, 15, or 20% of the new audience grows to love the game more each year and keeps coming back.”

“Swift became the key to attracting a new group of fans who may develop lasting loyalty over decades, and that is hugely impactful.”

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‘Catalyst for a more inclusive NFL community’

In this regard, the evolving mix of male and female celebrities in commercials aims to connect with the fresh viewers.

Indeed, the Super Bowl has always showcased ads designed to appeal across different generations, attracting die-hard football fans as well as casual viewers – a more complex undertaking compared to a simple advertising spot during less significant events like college basketball games or HGTV shows.

The divide between the Super Bowl and virtually every other marketing platform will only widen, especially if a portion of these casual viewers continue to watch in the future.

The Super Bowl is set to grow even larger, with this year’s audience numbers likely highlighting the rapid and expansive – and profitable – growth underway.

“If viewers had a good experience last year, why wouldn’t they want to do it again?” Whitler comments. “This could be a pivotal moment for expanding the NFL community, driving greater interest from diverse brands eager to engage with a varied audience.

“This increased interest translates to heightened demand for Super Bowl ads, which in turn raises advertising rates.”