A slew of advertisers are bringing a healthier and more female-focused message to this year's big game, with spots highlighting everything from breast cancer awareness to obesity and body positivity.

Why it matters: The trend is a shift from the last few years when the Super Bowl was flooded with ads that typically target young men and their vices, like sports betting and crypto investing.

Zoom in: Novartis will mark its Super Bowl debut with a 60-second, star-studded commercial spotlighting breast cancer awareness.

• Hims & Hers, a health startup, will also run its first Super Bowl ad this year, spotlighting America's obesity crisis.
• Dove is back this year with a 30-second ad that will highlight how body confidence issues prevent girls from playing sports in high school and beyond.
• WeatherTech has a 60-second spot showing four older women flirting with other road passengers and spray painting trucks while enjoying a joyride in a vintage Lincoln convertible.
• Several non-alcoholic drinks will also appear during the Big Game, including Killer Cola and Cherry Obituary from water company Liquid Death and probiotic soda from Poppi.

Reality check: A large number of Super Bowl advertisers — 17 of the 51 — are still fast food, snacks and alcohol brands, including Taco Bell, Doritos and Budweiser.

Zoom out: Super Bowl marketing typically reflects broader economic and cultural trends that impact consumer spending and sentiment. This year, a few key industries are sitting out.

• Fewer politics. No political cause or appeal ads have been teased yet for this year's game. Last year, Robert Kraft's Foundation to Combat Antisemitism and a religious group both ran advocacy spots.
• Less media. The COVID-era digital bubble drove more entertainment and social media firms to advertise. But this year, companies like Netflix, Amazon Prime Video and Snap haven't announced a return. Disney and Tubi, Fox Corp's ad-supported streaming service, are the only entertainment companies that have teased spots so far. Meta is back but showcasing its smart glasses. The NFL will air its annual spot.
• China checks out. Temu, the Chinese e-commerce giant that spent millions on multiple spots throughout last year's game, is sitting it out this year as Chinese retailers and tech giants brace for new trade rules and the possible implications of the TikTok ban law.
• Gambling shrinks. There is only one sports betting company that has announced plans to run a national ad during the game. DraftKings, FanDuel and BetMGM each had splashy spots last year. This year, only FanDuel has announced bringing back its campaign. Crypto advertisers also have yet to return en masse following a big splash in 2022, before the FTX scandal.

The big picture: With big ratings expected this year, Fox has sold out its Super Bowl ad inventory.

• Nearly a dozen spots have sold for a record $8 million.

Go deeper: 2025 Super Bowl ads you can watch now

Editor's note: This story has been corrected to reflect that there are 51 total commercials in 2025 (not 59) as of Feb. 3 and that FanDuel will be running an ad. The chart was also corrected to show there will be 14 (not 15) consumer packaged goods ads and 11 (not 10) food and beverage ads.

Young people are finding dating apps more appealing after watching paid influencers on TikTok share their experiences, per Tinder's recent brand sentiment study shared exclusively with Axios.

Why it matters: The marketing strategy comes after reports that Gen Z and Millennials are not interested in swiping and are instead seeking in-person alternatives, negatively impacting Tinder parent Match Group's business.

The big picture: Match Group has struggled on the public market in recent years. The company has reported negative payer growth for the past eight quarters.

• Tinder CMO Melissa Hobley says the campaign was intended to address the narrative that meeting in person is better than the apps.
• "We know that you want an IRL meet cute. That's great. It's really hard for it to happen," Hobley says. "Finding love on an app is so possible. It's really fun. It can lead to you finding someone great."

Zoom in: Tinder enlisted six TikTok influencers to produce a series of videos from September to December where they shared their experiences trying to find potential dates in-person and then dating through Tinder. They used the hashtag #theconnectionexperience.

• Madi Webb, who has 2.6 million followers on TikTok, says she was excited to be a part of the campaign because when Tinder reached out she had recently gotten out of a relationship and saw it as a fun next step.
• Webb says she sees value in both methods of dating and that two of her best friends have met their partners on dating apps. One benefit she found in using dating apps is being able to publicly identify as queer.
• "I genuinely can count on two fingers how many times I have been in-person hit on by another woman, and that was because I was making the most crazy eye contact you've ever seen in your life," says Webb, who met a woman through Tinder in October. They are still dating.

By the numbers: According to the study by Hanover Research, prior to watching the TikTok series, 80% of Gen Z respondents said they had a positive perception of meeting a date in person and 50% said they had a positive perception of meeting via a dating app.

• After watching the series, 53% of respondents said they found dating apps more appealing while 33% say that their impression remained unchanged.
• For those who found dating apps more appealing, 50% cited the influencer's experience on the dating app and 48% cited the convenience of dating apps.
• After watching the series, 58% of respondents said they are likely to use Tinder.

The fine print: The online survey, conducted Jan. 6-9, had 492 U.S.-based respondents, ages 18-28, who regularly use social media and have dated within the past year. They were compensated.

What we're watching: Match Group reports Q4 2024 earnings on Feb. 5.