Commercials for women: Does the Taylor Swift effect also affect Super Bowl advertising?

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Taylor Swift with professional football player Travis Kelce on the field after the win against the Baltimore Ravens

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Julio Cortez / AP

The NFL has already benefited on various levels from the relationship between tight end Travis Kelce and Taylor Swift since September. Female viewership is now expected to increase due to Taylor Swift's possible presence at Sunday's Super Bowl. And companies that want to show their commercials during the game also seem to be speculating on this. Companies from the health and beauty sector have captured one of the expensive 30-second spots - some for the first time.

Super Bowl commercials are considered legendary - high-profile celebrities appear in the commercials every year. In the past, however, commercial breaks were primarily dominated by beverage, technology and car brands. That's different this year. According to CNN, the Taylor Swift effect could be the reason: »Swift has a huge, loyal fan base, and her relationship with Kelce adds an intriguing and romantic element to the event, making it even more attractive for brands to associate with her presence connect," Professor Paul Hardart told CNN.

Many brands aimed at a female audience can already be found in the commercials published before the game. This includes the Dove brand, which is running an advertisement during the game for the first time in 18 years. Cardi B stars in L'Oreal NYX Professional Make-up's first Super Bowl commercial. And elf Cosmetics will also broadcast its first Super Bowl commercial with a prominent cast.

Rapper Ice Spice deals with her breakup in the commercial for PepsiCo's lemon-lime soda; in an ad for Hellmann's, comedian Kate McKinnon's cat becomes a celebrity and dates Pete Davidson; and Uber eats gets laughs with a commercial in which Jennifer Aniston forgets that she starred in “Friends” with David Schwimmer.

More than 100 million viewers are expected at this year's Super Bowl. Many companies release their commercials before the game to capitalize on the excitement that builds up just before the game. They hope to recoup some of the $7 million that a 30-second spot costs.

Super Bowl or Swiftie Bowl?

For most, Super Bowl Sunday is more of a social gathering than a sporting event. Ever since the Kansas City Chiefs were confirmed to be in the Super Bowl, fans have been sharing Taylor Swift-inspired party ideas on social media. From decorations to punny menu options. In a widely shared post on

A Reddit thread shares food gags and recipe ideas, and Taylor Swift's friend Blake Lively also shared five cocktail ideas for the sporting event inspired by the singer.

But not all companies release their spots before the game. Major advertisers like Amazon have so far remained tight-lipped about their plans. It remains to be seen whether more companies will take advantage of the Taylor Swift hype.

kim/AP