The NFL has seen a significant rise in female viewership over the past year, fueled in part by Taylor Swift’s headline-making appearances at games. During Super Bowl LVIII alone, her 12 on-screen moments reached an impressive 98.47 million viewers, highlighting her influence—especially among female fans.
Taylor Swift’s Super Bowl LVIII on screen appearances.
While Swift’s presence brought attention, the broader trend of increasing female NFL viewership runs deeper. In total, 22.7% of U.S. households watched 18+ hours of regular season NFL action and included women. Even more telling, 78.3% of avid NFL households—those glued to 18+ hours of regular season games—included female viewers, proving their a valuable and engaged audience for brands.
The opportunity to reach female fans doesn’t end when the season wraps up. These viewers tune into a wide range of content, both sports and non-sports, offering brands year-round opportunities to connect with them.
Viewing Habits Beyond Football
Friends reruns have a 48.2% overlap with female NFL viewers, making them a cost-effective way to reach this audience outside of live NFL programming. In fact, Friends reruns share a similar audience overlap with the NFL Draft (48.1%), but without the premium ad costs.
Additionally, both men’s and women’s March Madness tournaments offer strong audience overlap, with the women’s tournament providing lower CPMs (70.1% vs. 59.7% overlap).
Targeting Female Fans in the Off-Season
To maintain relevance after the NFL season, brands can tap into the United Football League (UFL), which has a 51.5% overlap with NFL households that include women. With lower ad prices than NFL spots, the UFL offers a smart way to stay connected without breaking the bank.
Women in avid NFL households are far more than game-day viewers—they’re active and loyal TV watchers year-round. Don’t miss the chance to engage with this valuable audience long after the season ends.
Want more insights into NFL audiences? Download NFL Advanced Audiences Report for key programming overlap, shopping behaviors, and strategies to maximize your ad impact.