Entertainment

Taylor Swift’s Super Bowl airtime is worth more than $12 million

Down Angle Symbol A symbol in the form of an angle pointing downwards. Taylor Swift cheers during the Super Bowl. Ezra Shaw/Getty Images

  • Taylor Swift’s performance at the Super Bowl had 53 seconds of airtime.
  • That was worth about $12.4 million, based on the cost of running a 30-second commercial in the game.
  • Many companies are paying big money for similar star power to promote their brands during the Super Bowl.

Taylor Swift was a big part of the story leading up to Super Bowl LVIII in Las Vegas, her 13th NFL game since she and Kansas City Chiefs tight end Travis Kelce went public with their relationship in September.

Sports betting sites even took bets on how many times CBS would show Swift during the broadcast.

According to the Houston Chronicle, Swift was on screen for 53 seconds at the end of the game. That airtime was worth about $12.4 million, based on the cost of airing a 30-second commercial — $7 million — in this year’s Super Bowl.

Swift and Travis Kelce hug on the field after the Super Bowl. Ezra Shaw/Getty Images

A bargain for the NFL

Since Swift attended the game for free, her appearance was a bargain for the NFL and CBS. Companies and brands looking to partner with a celebrity to gain additional star power have historically spent a lot of money.

For example, Verizon reportedly paid Beyoncé $30 million to appear in its 60-second Super Bowl commercial. Other notable and expensive guest appearances included Larry David’s 30-second commercial for FTX in 2022 and Ben Affleck’s 30-second commercial for Dunkin’ in 2023; According to CNN’s sources, the celebrities received about $10 million each.

Additionally, more people may have watched this year’s Super Bowl than ever before. Ahead of the game, several industry experts predicted record-breaking viewership, thanks in part to Swift’s popularity.

If this year’s big game does indeed break viewership records – the numbers are expected to be released on Tuesday – that can be attributed, at least in part, directly to Swift’s popularity.

In one Seton Hall Sports Poll In the broadcast conducted last month and released three days before the Super Bowl, 21% of more than 1,500 respondents said someone in their household planned to watch the Super Bowl because Swift was expected there. Among respondents between 18 and 34 years old, the figure was 41%.

In an interview on CNBC In January, Chiefs owner Clark Hunt discussed the growth of the team’s fan base because of SwiftShe said the team’s female audience “grew leaps and bounds” after she started attending games.

“It was a very interesting and very fun year with the two of them together and the attention focused on the Chiefs,” Hunt told CNBC.

Source: www.businessinsider.com

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Laura Turner

Bridging science & words. Communicating intricate technologies and discoveries to the curious minds.

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