Super Bowl LVIII will see more women, youngster-centric ads

Super Bowl LVIII this Sunday will see the San Francisco 49ers and defending champion Kansas City Chiefs battle it out. And looking at the growing popularity of football among women and youngsters, courtesy Taylor Swift, advertisers want to make the most of it.

Swift cheering for Chiefs’ tight end Travis Kelce saw a surge in ratings for the NFL this season, prompting health food and beauty brands to buy ad spots for the Big Game.

Who are they?
Makeup and skincare companies like e.l.f Cosmetics, NYX Professional Makeup and Dove are creating women-centric Super Bowl ads.

Nerds, the candy brand that has skyrocketed in popularity since the pandemic, has roped in TikTok star Addison Rae in its first-ever spot at the big game.

Alongside these newcomers, traditional favorites like Coors Light, Budweiser beer and snack brands like M&M’S and Oreos will also return. But there’s a noticeable emphasis on female-centric narratives and humor in this year’s commercials.

According to a source familiar with ad sales, a 30-second ad costs between $6.5 million and $7 million.

Meanwhile, there will be fewer political ads compared to previous years. Big tech and automakers are scaling back their presence, too. The Big Three automakers—Ford, Stellantis and General Motors—will not advertise during the game. Instead, Toyota, Kia, BMW and VW ads will take up the space.