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Advertisers will adjust to more women watching Super Bowl

The US Super Bowl is of course a focus on which team will be the NFL champion but for the advertising business, it is also one of the yearly top events. Nostalgia, artificial intelligence and social media are expected to influence ads at the Super Bowl on February 9 between Kansas City Chiefs and Philadelphia Eagles. With the rise in female viewership in the NFL, thanks in part to Taylor Swift, brands are likely to focus more on appealing to their female audiences, predicts Nicole Greene, VP at market research firm Gartner.

“Super Bowl advertising often serves as an early indicator of the creative trends and bold concepts that marketers can anticipate throughout the coming year.”

The game is expected to attract some 120 million viewers and top ad spots of 30 seconds are said to be sold for USD 8 million.

Nostalgia will play a significant role in this year’s Super Bowl advertising as brands continue to leverage its emotional connection with a wide range of audiences. Familiar faces, celebrities, retro themes, and iconic music are likely to make appearances, tapping into viewers’ fond memories and creating a sense of comfort and familiarity”, she says at the company website. 

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But she also predicts that the turbulent global climate will affect the ads in connection with the event.

“Given the current global climate, brands are also expected to lean into humor and light-heartedness, offering an escape from the challenges of the world.”

“Brands that effectively combine nostalgia with humor are likely to resonate well with viewers, creating memorable and impactful ads.”

“We will also see emerging brands using the Super Bowl as a launchpad for greater visibility by creating memorable ads that tap into themes like nostalgia and broad appeal-” 

“For those without the budget for TV spots, social media and interactive extensions offer cost-effective alternatives. Interactive or shoppable ads can engage viewers by turning second screens into extensions of the game.”

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“Additionally, utilising technologies like facial mapping and audio cloning can help brands reach diverse audiences by delivering content in native languages, especially when featuring celebrities and influencers. By embracing these strategies, new brands can create a multi-platform presence that resonates with audiences.”

AI is set to take center stage in this year’s Super Bowl advertising. Brands can engage the highly influential Gen Z demographic during the game by utilising AI to create personalised ad experiences and real-time interactions.” 

“Gen Z is also increasingly drawn to diverse aesthetics that celebrate and showcase multifaceted femininity for entertainment purposes.“

“To ensure transparency and trust, brands should clearly disclose their use of AI in creating these experiences, as Gen Z values authenticity and transparency.” 

She says that by extending the Super Bowl experience to social media platforms, brands can provide behind-the-scenes content and leverage influencer partnerships to reach Gen Z effectively, aligning with their values of sustainability and inclusivity while maintaining trust through open communication about AI applications.”

“While there are questions about TikTok’s future, brands will likely continue to utilise the platform during the Super Bowl.” 

“They are also expected to increase efforts to drive engagement across other channels like Instagram, YouTube, and Snapchat. Additionally, some brands are exploring dedicated advertising hubs to maintain visibility and engagement, ensuring they reach audiences across various platforms regardless of potential disruptions.”

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