Taylor Swift’s appearance during Super Bowl LVIII was a significant part of the story. This was her 13th NFL game since she and Kansas City Chiefs tight end Travis Kelce made their relationship public in September. The sports-gambling websites were so confident in Swift’s popularity that they accepted bets on how often CBS would show her during the Super Bowl broadcast. According to the Houston Chronicle, Swift was shown onscreen for 53 seconds throughout the game, which had an estimated worth of $12.4 million based on the cost of a 30-second commercial, which was $7 million for the 2024 Super Bowl.
The NFL and CBS were thrilled with Swift’s attendance as it added significant star power to their partnership. In the past, companies and brands paid large amounts to partner with celebrities such as Beyoncé ($30 million), Larry David ($10 million), and Ben Affleck ($10 million) for their 60-second Super Bowl commercials. These celebrities brought in record-breaking viewership due to their popularity, and this Super Bowl was expected to break records again due to Swift’s attendance.
The results of the projected record-breaking viewership were revealed on Tuesday, and some of it can be attributed directly to Swift’s popularity if it breaks viewership records. Before the Super Bowl, a Seton Hall Sports Poll surveyed over 1,500 respondents who said that 21% of them planned to watch the Super Bowl because they expected Swift to be there. Among respondents between 18 and 34, the number rose to 41%. The growth of Chiefs’ fan base was also discussed by Clark Hunt, who noted that having two popular celebrities dating had brought attention and excitement to his team all year long in an interview on CNBC in January.
In conclusion, Taylor Swift’s appearance at Super Bowl LVIII was not only significant but also profitable for both the NFL and CBS due to her star power and popularity among fans. Her attendance brought increased viewership that could have broken records if she broke viewership records herself.