Singer Taylor Swift’s relationship with a Kansas City Chiefs player is expected to greatly color Super Bowl ad campaigns on Sunday, as women’s products companies reportedly purchased airtime for the first time.
“Taylor Swift’s appearance at the Super Bowl will likely have a significant impact, not only on the size of the audience, but also on its demographic makeup,” said Paul Hardart, clinical professor of marketing at the University’s Stern School of Business. from New York, to CNN on Wednesday.
For the very first time, health and beauty product companies are expected to carve out a place among car, technology or beverage advertisements during Sunday’s sporting event, which expects high ratings. audience of at least 110 million viewers – and probably more –, according to the American media.
During this 58e final of the National American Football League (NFL), the Kansas City Chiefs, for whom Travis Kelce, the singer’s boyfriend, plays, will oppose the San Francisco 49ers.
“Swift has a massive and dedicated fan base, and her relationship with Kelce adds an intriguing and romantic element to the event, making it even more attractive for brands to partner with her presence,” Professor previously said. of marketing at CNN.
His presence at the matches since October would have resulted in arousing the interest of his fans, a demographic made up in particular of women and young people, in turn encouraging makeup companies, such as L’Oréal NYX and elf, to open their wallet to reserve an advertising spot during the event.
The latter would be sold for between $6.5 million and $7 million for 30 seconds of airtime, CBS News reportedly revealed last week, after speaking with a source close to the ad sale, according to CNN.
Sunday’s finale promises funny and intelligent advertisements, which will bring together several celebrities, including singer Cardi B, the actors of the series Friends Jennifer Aniston and David Schwimmer, or even the actress Kate McKinnon.
