With the arrival of Taylor Swift and the Swifties, the NFL has seen record figures in average audience viewership for playoff games. More women are watching the game than ever since her romance with Kansas City Chiefs tight end Travis Kelce.
Swift’s new-found enthusiasm for the game is not only affecting viewership numbers, it is also converting to dollars for many high-profile companies. Marketing executives around the country have taken note of the growth in NFL popularity and are investing heavily.
https://twitter.com/FOS/status/1753080600913997857
According to a recent piece by Front Office Sports, three health and beauty brands are buying commercial space for the highly anticipated Super Bowl matchup. Two of those brands (NYX Pro Makeup and e.l.f. Cosmetics) are investing for the first time and another, Dove, last purchased advertising time for the game 18 years ago. It is a sharp contrast to last year when no health and beauty brand had purchased space during the game.
In another recent post by Front Office Sports on their X account, the singer-songwriter has created a “brand value” of over $330 million for the NFL, Chiefs and Apex Marketing Group this year.
https://twitter.com/FOS/status/1751681822310674654
The Super Bowl has historically been one of the most watched events in the USA. Last year’s championship between the Philadelphia Eagles and Kansas City Chiefs had a record average audience viewership of 115.1 million, overtaking the previous record of 114.8 million. Over the last 14 Super Bowls, only two according to Nielsen ratings have recorded an average viewership of less than 100 million.
The cost for a 30 second commercial space during the upcoming Super Bowl is set to fetch a whopping $7 million for CBS.
