Read previewSuper Bowl advertisers have decades of datapoints telling them when it’s best to show up during the big game. But the presence of Taylor Swift is adding a strange new dimension to a lot of conventional beliefs about the optimal spot for an ad to appear. AdvertisementLike many other advertisers, Hellmann’s had no idea when they locked in their Super Bowl buys early last year that there’d be a media frenzy around the romance between Taylor Swift and Kansas City Chiefs tight end Travis Kelce. Advertisers are already anticipating that Swift’s presence will drive more engagement for advertisers lucky enough to have booked the right spots, though it’s a bit of a crapshoot as there’s no guarantee when, or even if , Swift will make an appearance. There is also another spike in female viewership that happens during Super Bowl broadcasts.

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Persons: —, it’s, Taylor Swift, I’d, ”, Chris Symmes, Kate McKinnon, Hellmann’s, there’d, Travis Kelce, Swift, they're, you’re, Jeff Gagne, “, haven’t, Taylor, Jake Marx Organizations: Service, Havas Media, Business, Unilever North America, Unilever, Super Bowl, Kansas City Chiefs, Chiefs, AFC, ”, Nielsen, Video Advertising, Super, Stagwell Media