Super Bowl Ads Designed for Gen Z and Female Audiences

Super Bowl commercials are reportedly shifting focus to engage a less traditional audience ahead of the NFL title game this Sunday.

Historically, the league’s championship game has been associated with older male viewers. However, major brands are now leveraging this high-profile event to connect with both Gen Z and female audiences through innovative advertisements.

“[I]f we had made something that didn’t speak to Gen Z or didn’t appeal to women, I think we would have been missing the mark,” stated Laura Jones, chief marketing officer of Instacart, in an interview with Variety on Wednesday.

‘SUPER BOWL BREAKFAST’ RETURNS WITH FOCUS ON LEADERSHIP AND LEGACY AHEAD OF NFL SHOWCASE

Ads ahead of the Super Bowl are hoping to reach broader audiences. (Kirby Lee-Imagn Images via Reuters / Reuters)

Super Bowl ratings reached record levels in 2025, with approximately 127.7 million viewers tuning in for the game between the Philadelphia Eagles and the Kansas City Chiefs. This figure surpassed the previous record of about 123.4 million viewers set in 2024.

With even more viewers expected for the upcoming matchup between the Seattle Seahawks and New England Patriots, brands are eager to appeal to a diverse audience, including a growing female demographic.

“We are seeing female viewership in sports hold or continue to rise,” noted Diane Sayler, senior director at Mars Snacking, in her comments to Variety. “Networks and leagues are getting better at telling the stories of the players, which is driving increased female interest in this space.”

KENDALL JENNER TURNS ‘KARDASHIAN KURSE’ INTO SUPER BOWL LX BETTING STRATEGY FOR FANATICS SPORTSBOOK

2025’s Super Bowl had a record number of viewers with even more expected in 2026. (Chris Graythen/Getty Images / Getty Images)

To bridge the gap between age and gender demographics, companies are increasingly utilizing celebrity appearances. Collaborations featuring stars like Ben Stiller and singer Benson Boone aim to resonate with a wider audience.

“Most marketing today is very targeted. You have to deliver a specific message to specific audiences,” explained Tim Calkins, a marketing professor at Kellogg School of Management at Northwestern University. “However, the Super Bowl is unique because it attracts a vast range of viewers, and given the high costs, brands want to maximize their reach.”

Media Research Center video host Justine Brooke Murray emphasized that while the new marketing strategies are “spot on,” companies should steer clear of divisive political themes. She remarked, “We want to be entertained, not sold a weird version of body positivity that includes ads flashing sweaty armpits across the screen as we reach for another nacho.” Murray further added that large corporations have learned that appealing to niche demographics often misses the mark.

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Super Bowl LX is set to take place at Levi’s Stadium in Santa Clara, California, on February 8.

Super Bowl commercials are reportedly shifting focus to engage a less traditional audience ahead of the NFL title game this Sunday.

Historically, the league’s championship game has been associated with older male viewers. However, major brands are now leveraging this high-profile event to connect with both Gen Z and female audiences through innovative advertisements.

“[I]f we had made something that didn’t speak to Gen Z or didn’t appeal to women, I think we would have been missing the mark,” stated Laura Jones, chief marketing officer of Instacart, in an interview with Variety on Wednesday.

‘SUPER BOWL BREAKFAST’ RETURNS WITH FOCUS ON LEADERSHIP AND LEGACY AHEAD OF NFL SHOWCASE

Ads ahead of the Super Bowl are hoping to reach broader audiences. (Kirby Lee-Imagn Images via Reuters / Reuters)

Super Bowl ratings reached record levels in 2025, with approximately 127.7 million viewers tuning in for the game between the Philadelphia Eagles and the Kansas City Chiefs. This figure surpassed the previous record of about 123.4 million viewers set in 2024.

With even more viewers expected for the upcoming matchup between the Seattle Seahawks and New England Patriots, brands are eager to appeal to a diverse audience, including a growing female demographic.

“We are seeing female viewership in sports hold or continue to rise,” noted Diane Sayler, senior director at Mars Snacking, in her comments to Variety. “Networks and leagues are getting better at telling the stories of the players, which is driving increased female interest in this space.”

KENDALL JENNER TURNS ‘KARDASHIAN KURSE’ INTO SUPER BOWL LX BETTING STRATEGY FOR FANATICS SPORTSBOOK

2025’s Super Bowl had a record number of viewers with even more expected in 2026. (Chris Graythen/Getty Images / Getty Images)

To bridge the gap between age and gender demographics, companies are increasingly utilizing celebrity appearances. Collaborations featuring stars like Ben Stiller and singer Benson Boone aim to resonate with a wider audience.

“Most marketing today is very targeted. You have to deliver a specific message to specific audiences,” explained Tim Calkins, a marketing professor at Kellogg School of Management at Northwestern University. “However, the Super Bowl is unique because it attracts a vast range of viewers, and given the high costs, brands want to maximize their reach.”

Media Research Center video host Justine Brooke Murray emphasized that while the new marketing strategies are “spot on,” companies should steer clear of divisive political themes. She remarked, “We want to be entertained, not sold a weird version of body positivity that includes ads flashing sweaty armpits across the screen as we reach for another nacho.” Murray further added that large corporations have learned that appealing to niche demographics often misses the mark.

GET FOX BUSINESS ON THE GO BY CLICKING HERE

Super Bowl LX is set to take place at Levi’s Stadium in Santa Clara, California, on February 8.