As the Kansas City Chiefs and San Francisco 49ers battled it out to the very last second in Super Bowl LVIII, brands were competing to be the creators of the best commercial. With a 30 second ad costing $7 million, companies used every second of air time to win over viewers and get their attention.
Many big names appeared on our screens on Sunday night including Beyoncé, Matt Damon, J. Lo, Tom Brady, Arnold Schwarzenegger, and Danny DeVito. The list goes on and on. Celebrities stared in more than half of the Super Bowl commercials. This is a trend that’s been going on for the past five years. But this year’s addition of Taylor Swift, brought the celebrity impact to a new level.
The Taylor Swift effect on this year’s Super Bowl attracted more Gen Z and women viewers than in years past, and the advertisements reflected that. According to Variety, 20% of viewers rooted for the Kansas City Chiefs because of Taylor Swift’s relationship with Kansas City tight end Travis Kelce.
Taylor Swift and Travis Kelce. Photo Credit: Tim Nwachukwu/Getty
The most women ever watched Super Bowl 2024. According to the New York Post, 58.8 million women watched the Super Bowl, an increase of 9% from last year. In addition, there was a 10% increase of viewers aged 18-34 compared to last year. Audiences didn’t just see the usual ads for beer and cars. Other brands leaped at the opportunity to gain attention on this large stage. Dove, NYX Cosmetics, e.l.f Beauty and CeraVe each ran ads. For many of them, it was their first time advertising during a Super Bowl.
Brands, no matter the size, need to understand who their audience is for effective communication. Super Bowl LVIII was a great example of companies realizing their audience and using advertising to reach women and Gen Z as they tuned in to the biggest game of the year.
Nerds advertised for the first time this year using influencer Addison Rae, in the hope of connecting with the Gen Z audience who is the main audience for their Gummy Clusters.
Influencer Addison Rae. Photo Credit: Nerds Candy
Choosing the right spokesperson to represent the Nerds brand helped the company establish credibility with the Gen Z audience. By selecting an appropriate spokesperson, brands can effectively communicate and resonate with the people who matter most.
The use of empathy, something commonly found in Swift’s musical masterpieces, was also apparent in this year’s ads. Dove did this well, with their ad encouraging body confidence for girls in sports. Effective ads connect with viewers’ lives, rather than solely promoting the brand. By building empathy using creative strategies, many brands generated meaningful connections with their audience through their Super Bowl ads. Many were relatable, making viewers feel understood.
There’s a lot to learn from these advertisements that have become engrained into American culture, with millions of viewers tuning in to the Super Bowl waiting for a team to get a touchdown or for the end of a quarter, so they can catch a commercial break. This year, the Taylor Swift effect changed the game. While she was on the bleachers, Swifties knew all too well to show up on Sunday night, and advertisers were ready for it.
