Three health and beauty brands are buying expensive commercial time for CBS Sports’ coverage of Super Bowl VV. Two of his companies are entering the big game for the first time, the third is returning from a long hiatus, and some advertisers want their plans to be a surprise, so by February 11th More brands are likely to come on board. (Notably, there were zero domestic in-game ads for health and beauty brands last year.) And these additions come in line with Taylor Swift’s collaboration with Chiefs tight end Travis Kelce. While not directly tied to the relationship or her influence on the NFL and its organization, each ad spot either targets a female consumer or prominently features a woman, given female viewership.
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L’Oreal OR,
-0.39%
New York’s Professional Makeup will debut at the Super Bowl with a new 30-second commercial celebrating “female power” in the “traditionally male-dominated” football industry, according to the campaign. -
elf cosmetics elf,
+0.86%
Adweek reports that it will air its first national Super Bowl commercial and is planning a star-studded spot featuring singer Meghan Trainor and actor Gina Torres, among others. -
And Dove, owned by UL’s Unilever,
+1.32%
Advertising will be placed in the big game for the first time in 18 years. The personal care brand says its new #KeepHerConfident commercial promotes body confidence in girls so they can “keep playing the sport they love.”
Some industry experts believe the connection with Swift is undeniable. “It’s become a Swift world,” says global trendspotter Marian Salzman. front office sports. “Honestly, I think she’s the best bridge.” [advertisers] Women of all ages, and the men who shop with them, should too. ”
more: Taylor Swift’s romance with tight end Travis Kelce is worth $331 million to the Kansas City Chiefs and NFL
It’s hard to say whether advertisers bought commercial time before or after the romance became public in October (or the Chiefs won the AFC Championship Game). But it makes sense that Swift had some influence in funneling an estimated $7 million to advertisers in 30 seconds. (CBS said its Super Bowl commercial inventory has been virtually sold out since November, but the smart network always reserves some spots that can be sold at a premium.)
Ernest Lupinacci is a marketing consultant and former creative director of Nike NKE.
and ESPN’s campaign, some beauty advertisers believe they were simply betting on the Kelce-led Chiefs to advance to the Super Bowl for the fourth time in the past five seasons. “My theory,” he says, “is that some smart people said, ‘You know what?’ Let’s buy advertising time. There’s a big audience anyway. And Kansas City… If we can get there, we golden. ” ”
plus: Will the Super Bowl be shown only on streaming services? “Everything is heading there.”
Super Bowl Sunday is a day when viewers are guaranteed to see commercials, and the game annually generates the largest television audience of the year. Last February, a record 115.1 million viewers tuned in to Fox Sports’ Super Bowl telecast. LVII. Add in the Swifties and this year’s numbers could set a new benchmark.
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