Super Bowl The ads are reportedly aimed at a less traditional audience ahead of Sunday’s NFL title game.

While the league’s championship game has often been associated with big men, big companies are using the game to reach both Gen Z viewers and women with their latest ads.

“If we had done something that didn’t speak to Gen Z or didn’t appeal to women, I think we would have missed the mark,” Laura Jones, chief marketing officer at Instacart. he told Variety on wednesday

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Ads before the Super Bowl hope to reach a wider audience. (Kirby Lee-Images Images via Reuters / Reuters)

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

This broke the previous record a year earlier in 2024 with around 123.4 million viewers.

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

“We’re seeing female esports viewership hold or continue to increase,” Mars Snacking Senior Director Diane Sayler told Variety. “And I think the networks and the leagues are getting better at telling the female players’ story and telling more than just the story on the field. And I really think that’s what’s driving the female interest in this space a lot more.”

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

Companies have tried to bridge the gap between age and gender demographics by using celebrity appearances, often partnering with various celebrities such as actor Ben Stiller and singer Benson Boone to appeal to a wider audience.

“Most marketing today is very targeted. You have to deliver a specific message to a specific audience,” Tim Calkins, professor of marketing at Northwestern University’s Kellogg School of Management, told Variety. “With the Super Bowl, that’s not the case, because you have such a wide variety of differences. And the Super Bowl is so expensive that you really don’t want to lose a significant portion of the audience.”

Media Research Center video host Justine Brooke Murray said Fox News Digital that the new marketing strategy was “ready” but urged companies to focus on avoiding divisive politics.

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Super Bowl LX will air on February 8 from Levi’s Stadium in California. (Kirby Lee-Images Images via Reuters / Reuters)

“We want to entertain, not sell some weird version of body positivity that involves ads flashing sweaty armpits across the screen while we get another nacho,” Murray said. “Those of us who grew up in the 2000s, Zoomers, would like to see a return to ads that sell us things we actually like: chips and cookies, not a political agenda.”

He added: “Big corporations have already learned their lesson, that appealing to the gender-bending 0.0001% of our population with men in bikinis is not inclusive to almost anyone.

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Super Bowl LX will be played at Levi’s Stadium in Santa Clara, California.