Taylor Swift’s Appearance at Super Bowl LVIII Was a Big Hit
Taylor Swift made headlines ahead of Super Bowl LVIII in Las Vegas, with her 13th NFL game since she and Kansas City Chiefs tight end Travis Kelce made their relationship public in September. The sports-gambling websites even accepted bets on how often CBS would show Swift during the broadcast. By the end of the game, Swift had appeared onscreen for 53 seconds, according to the Houston Chronicle. That airtime was worth about $12.4 million based on the cost to run a 30-second commercial — $7 million — in this year’s Super Bowl.
Swift attended the game for free, making her appearance a bargain for both the NFL and CBS. Companies and brands have shelled out big bucks in the past to partner with celebrities for added star power, such as Verizon paying Beyoncé $30 million to appear in its Super Bowl commercial and Larry David’s 30-second ad for FTX in 2022. Ben Affleck also earned about $10 million for his 30-second ad for Dunkin’ in 2023.
The popularity of Taylor Swift helped drive viewership for this year’s Super Bowl, with several industry experts predicting record-breaking numbers. A Seton Hall Sports Poll conducted last month found that 21% of respondents planned to watch the game because of Swift’s presence, with that number reaching 41% among those between 18 and 34 years old. In an interview with CNBC earlier this year, Clark Hunt, owner of the Kansas City Chiefs, discussed how Swift’s attendance at games has helped grow the team’s female audience by leaps and bounds.