Taylor Swift was a big part of the buzz leading up to Super Bowl LVIII in Las Vegas, where she and Kansas City Chiefs tight end Travis Kelce made their relationship public in September. Her 13th NFL game attendance was so popular that sports-gambling websites accepted bets on how often she would appear on screen during the broadcast.
When the big game came around, Swift ended up appearing on screen for 53 seconds, worth about $12.4 million based on the cost of running a 30-second commercial in this year’s Super Bowl ($7 million). However, it was her appearance that was free. Her popularity was a bargain for the NFL and CBS as well as brands who have spent millions in the past to partner with famous celebrities for added star power. For example, Verizon paid Beyoncé $30 million to appear in its 60-second commercial while Larry David got $10 million for his 30-second ad for FTX and Ben Affleck got $10 million for his Dunkin’ ad.
According to industry experts, record-breaking viewership was expected due to Swift’s popularity ahead of the game. In a Seton Hall Sports Poll conducted last month and published three days before the Super Bowl, 21% of respondents indicated someone in their household planned to watch because of Swift’s presence at the game. Among respondents between 18 and 34, the number was even higher at 41%. Clark Hunt, owner of the Chiefs, discussed how Swift helped grow their fan base in an interview with CNBC in January by saying “It’s been a very interesting and fun year having them together.”
In conclusion, Taylor Swift’s attendance at Super Bowl LVIII brought attention to herself and her relationship with Travis Kelce which resulted in record breaking viewership numbers that can be attributed directly to her popularity. The cost of partnering with famous celebrities is high but when done correctly it can bring huge benefits for companies and brands alike.