Super Bowl Ads Shift Focus to Gen Z and Women Viewers

In recent years, Super Bowl advertisements have dramatically shifted to attract a broader audience, focusing specifically on Gen Z and female viewers. Major companies are now recognizing the importance of appealing to these demographics as they prepare for the NFL championship game.

Super Bowl Ads Target Gen Z and Women Viewers

Laura Jones, chief marketing officer of Instacart, emphasized this trend, stating that not addressing Gen Z and women would be a missed opportunity. Advertisers are keenly aware that traditional viewer demographics are evolving, and they are tailoring their strategies accordingly.

Record Viewership and Changing Dynamics

• The Super Bowl achieved record ratings in 2025 with approximately 127.7 million viewers.
• This figure surpassed 2024’s record of about 123.4 million viewers.
• Female viewership in sports has been steadily increasing, indicating a shift in interest within this demographic.

Diane Sayler, senior director at Mars Snacking, noted that networks are improving storytelling to engage female audiences more effectively. This new approach is influencing the growing interest among women in sporting events and Super Bowl advertisements.

Celebrity Collaborations Enhance Appeal

To bridge generational and gender gaps, brands are increasingly using celebrities to enhance their reach. Celebrities like Ben Stiller and singer Benson Boone are appearing in commercials as part of this strategy. Marketing professor Tim Calkins from Kellogg School of Management pointed out that Super Bowl marketing requires a balance of messages to cater to diverse audiences.

Changing Expectations for Advertisements

Media Research Center host Justine Brooke Murray highlighted the need for companies to avoid divisive themes in their ads. She urged brands to lean towards lighthearted and relatable content, a sentiment echoed by many viewers from the Gen Z era.

Looking Ahead: Super Bowl LX

Super Bowl LX is scheduled for February 8, 2026, at Levi’s Stadium in Santa Clara, California. As the date approaches, it is expected that advertisers will prioritize strategies that resonate with younger audiences and women to make the most of their opportunities during one of the most-watched events in television.

In conclusion, the evolution of Super Bowl advertisements reflects a larger trend in marketing towards inclusivity and diversity, aiming to create a memorable experience for a broader audience.