In a significant shift from the traditional Super Bowl advertisements, this year's event is set to feature health and beauty companies targeting female viewers, along with the endorsement of big-name celebrities. Advertisers are eager to tap into a potential surge in female viewership, thanks in part to singer Taylor Swift and her highly publicized relationship with Kansas City Chiefs' star Travis Kelce.

According to Paul Hardart, a marketing professor at NYU's Stern School of Business, Swift's attendance at the Super Bowl is expected to have a significant impact on the size and demographics of the audience. With a massive and devoted fan base, her presence adds an intriguing and romantic element to the event, making it all the more appealing for brands to associate themselves with her.

This year, prices for a 30-second ad during the Super Bowl range between $6.5 million and $7 million, a costly endeavor. However, industry analysts note that these advertisements generate far more publicity and social media conversation than standard ones, justifying the high price tag.

Among the newcomers to the Super Bowl advertising scene are health and beauty brands. L'Oreal NYX Professional Makeup enlisted Cardi B to endorse their Duck Plump lip gloss, highlighting powerful women. Likewise, e.l.f. cosmetics brought together some of the cast of "Suits" in their spot, bringing a courtroom drama with various celebrities as the lawyers.

The traditional advertisers, including State Farm insurance, Oreos, TurboTax, DoorDash, and the beloved Budweiser Clydesdales, are also present this year. However, the trend seems to be shifting towards smart and funny women. Actress Scarlett Johansson endorses M&M's as a comfort for her Oscars losses, while Jennifer Aniston jokes around on a Hollywood set with an Uber Eats bag, playfully forgetting her "Friends" co-star David Schwimmer. Comedian Kate McKinnon starred in Hellman's adorable commercial, discussing food waste alongside the "Mayo Cat."

One of the potential stars of the show, Taylor Swift, is expected to attend the Super Bowl, despite performing in Japan the previous day. The Embassy of Japan in the US has confirmed that she will make it in time.

The Super Bowl is projecting an estimated viewership of at least 110 million people this year for the highly anticipated matchup between the San Francisco 49ers and the defending champion Kansas City Chiefs. With a fresh lineup of advertisers targeting female viewers and the endorsement of popular celebrities, this year's Super Bowl promises to be an exciting and captivating event for fans of all kinds.