Megan Sullivan -- Supplemental Post #3

"She’s On The Way: Taylor Swift Flying To Super Bowl To Watch Travis Kelce’s Big Day"

Tomorrow is a big day for Taylor Swift fans who have been anxiously and curiously following her travels to the Allegiant Stadium in Las Vegas to watch Travis Kelce and his team take on the San Francisco 49ers. Ever since Taylor started dating Travis and there has been an increase in NFL viewership, there brewed an interesting question: Is Taylor Swift actually making football more popular? 

An article published by The New York Times dives into the data behind the 7% increase in viewership this year in comparison to last, according to Neilson ratings. However, after analysizying all the data through five different methods, the answer is a complicated one. The article points out that it is clear that some Taylor Swift fans definitely have tuned in, however, the NFL fanbase is already so huge it's difficult to understand how much of an impact those fans have had on the ratings. 

While it is difficult to track Taylor Swift's overall impact on the increase in ratings, there is a category of viewership that is particularly notable: the teen girl age 12-17 bucket which has "spiked 53 percent from the season-to-date average for Sunday Night Football," approximately an increase in more than two million female viewers (CBC News). An article written in the BBC defines this as the "Taylor-effect:" Taylor's dedicated fanbase drawing more women and girls to watch American football. 

So, what does this mean?

This year's Super Bowl offers a unique study on gender in media. As a result of the overwhelming discussion of increased viewership, specifically female viewership, and the theatrical uproar of Taylor Swifts newly strong presence in the NFL, advertisements have shifted to target women. The BBC article highlights that brands such as e.l.f (eyes, lips, and face makeup company) and Dove will be centre points at this year's Super Bowl, creating a noticeable change in the nature of Super Bowl ads. Author Sarah Bregel specifically explains that this shift in advertisements is because the NFL "has captivated a new audience: Gen Z and millennial women," primarily due to the "Taylor-effect" (BBC).  

While Taylor Swifts' presence in the NFL may be disruptive to some traditional football fans, this shift in advertisements could be a leap forward for women who have been historically underrepresented or represented objectively in Super Bowl ads. With the shift in demographics to a more concentrated female audience, my hope is that advertising companies will use this unique opportunity and prime real estate of the enormous Super Bowl audience to market products in ways that advances the female presence in the media.  

So tomorrow when you are watching the Super Bowl, pay extra close attention to the advertisements! 

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