Super Bowl commercials break with traditional male audience to target Gen Z and women viewers

Fox Business ^ | February 7, 2026 | Lindsay Kornick

[MinorityRepublican]

Super Bowl commercials reportedly aim to target a less traditional audience ahead of the NFL title game on Sunday.

Though the league's championship game has often been associated with older men, major companies are using the game to reach out to both Gen Z and female viewers with their latest 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," Laura Jones, chief marketing officer of Instacart, told Variety on Wednesday.

Super Bowl ratings reached record levels in 2025 with approximately 127.7 million people tuning in to the game between the Philadelphia Eagles and the Kansas City Chiefs.

This broke the previous record set one year prior in 2024 at about 123.4 million viewers.

With more viewers than ever before expected to watch the Big Game between the Seattle Seahawks and New England Patriots, major companies are hoping to appeal to the widest audience possible, which includes a growing female demographic.

"We are seeing female viewership in sports hold or continue to rise," Mars Snacking senior director Diane Sayler told Variety. "And I do think that networks and leagues are getting better at telling the story of the players and telling more than just the story on the field. And I actually believe that is what is driving a lot more female interest in this space."

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TOPICS: Chit/Chat; Society; Sports; TV/Movies
KEYWORDS: commercials; genz; nfl; superbowl; superbowlcommercials

[T.B. Yoits]

Peyton Manning demeans himself by trying to rescue Bud Light.

Peyton Manning needs to just come out and admit he has a thing for Dylan Mulvaney.

[Uncle Miltie]

The Bud commercial was such a suck-up due to their prior abject failure that I couldn’t take it seriously.

[dfwgator]

Exactly, they are trying too hard.

[God luvs America]

agree...

[Az Joe]

The world is passing us bye and sayin so long. That’s normal.

[ASOC]

Did not watch the game, haven’t bothered with the National Felons League for decades.

Did see the Bud ad - it was okay. The rest were not worth the time to view.

Bottom line, I have better things to do with my time.

Not bothering with the O - limp-ics either.

[dfwgator]

The world is passing us bye and sayin so long. That’s normal.

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And I will wave and tell it, ‘Good luck, you’re gonna need it!’

[The FIGHTIN Illini]

Same here. Did not even have the boob tube on during this year’s offering of the Stupid Bowl.

[Rinnwald]

The Bud commercial was such a suck-up due to their prior abject failure that I couldn’t take it seriously.

You couldn't take a horse raising an eaglet to Lynyrd Skynyrd's "Free Bird" seriously? Have the previous Budweiser ads felt like documentaries to you? ;^)

[Uncle Miltie]

“You couldn’t take a horse raising an eaglet to Lynyrd Skynyrd’s “Free Bird” seriously”

Exactly.

Way too contrived.

[dfwgator]

It’s like some gay ad exec tried to think about what would appeal to conservative males.

[Fledermaus]

I thought it was well done.

[lightman]

Here you go...article with links to every commercial:

https://www.ydr.com/story/entertainment/2025/02/05/aliens-sloths-and-silliness-super-bowl-ads-offer-laughs-celebs-surprises-links-to-super-bowl-ads/78245969007/

[murron]

The Bud commercial was beautiful! I’ve watched it on You Tube over and over again. Gives me goosebumps when the grown eagle takes flight. I’m getting goosebumps just typing this.

[woodbutcher1963]

The problem with the Super Bowl is that WOMEN who do not regularly watch the NFL seem to need to watch that game.
They do not know anything about the game(other than they all liked Tom Brady)or how it is played, the rules or strategy.
They are more interested in the commercials.
They typically don't know any of the players(except aforementioned Brady)

Then they sit at the other end of the couch and start asking you questions. WHEN YOU ARE TRYING TO WATCH THE GAME.
The game is four hours long.
It is delayed by multiple songs, coin flips, commercials, more commercials, more singing, more commercials, commentators that talk to much(Chris Collinsworth) and More commercials.

[dfwgator]

The problem with the Super Bowl is that WOMEN who do not regularly watch the NFL seem to need to watch that game.

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It’s the replacement for The Oscars.

[rxh4n1]

“The Bud commercial was such a suck-up due to their prior abject failure that I couldn’t take it seriously.”

Agree. A bunch of fags in New York imagining what would appeal to “too white and male” audiences. Reminded me of the Tim Walz eat carburetors for breakfast ads.