• Fri. Mar 1st, 2024

Taylor Swift’s Presence at Super Bowl LVIII: A Bargain for the NFL and CBS – Boosting Viewership and Raking in Millions


Feb 13, 2024
Taylor Swift’s Super Bowl Commercial Valued at Over $12 Million

Taylor Swift’s appearance at Super Bowl LVIII in Las Vegas was a bargain for the NFL and CBS. Her 13th NFL game since she made her relationship with Kansas City Chiefs tight end Travis Kelce public in September generated significant buzz and interest, with sports-gambling websites even accepting bets on how often CBS would show her during the broadcast. Despite attending the game for free, Swift’s popularity was a major draw for viewers, making it worth about $12.4 million based on the cost to run a 30-second commercial – $7 million – in this year’s Super Bowl.

Companies and brands have paid big bucks to partner with celebrities for added star power in past Super Bowl commercials. For example, Verizon reportedly paid BeyoncĂ© $30 million to appear in its 60-second Super Bowl commercial, while Larry David’s 30-second commercial for FTX in 2022 and Ben Affleck’s 30-second ad for Dunkin’ in 2023 earned each celebrity about $10 million. With more people expected to watch this year’s Super Bowl than ever before, Swift’s popularity is likely to have played a significant role in attracting viewership.

According to industry experts, record-breaking viewership was predicted ahead of the game due to Swift’s popularity. In a Seton Hall Sports Poll conducted last month and published three days before the Super Bowl, 21% of respondents indicated that someone in their household planned to watch the game because Swift was expected to be there. For respondents between 18 and 34 years old, the number was even higher at 41%. In an interview on CNBC in January, Chiefs owner Clark Hunt discussed the growth of the team’s fan base due to Swift, saying that their female audience grew “leaps and bounds” after she started attending games.

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