Taylor Swift’s presence in Super Bowl LVIII was a major draw for viewers, with sports-gambling websites even accepting bets on how often she would appear on screen. By the end of the game, Swift had appeared for 53 seconds, worth about $12.4 million based on the cost of a 30-second commercial. While her attendance was free, her popularity added significant value to the NFL and CBS.
In recent years, companies and brands have shelled out big bucks to partner with celebrities for added star power. For example, Verizon reportedly paid Beyoncé $30 million to appear in its Super Bowl commercial in 2021, while Larry David’s 30-second ad for FTX in 2022 and Ben Affleck’s ad for Dunkin’ in 2023 were also expensive cameos. However, Swift’s appearance was a bargain for the NFL and CBS compared to these other high-profile partnerships.
The anticipation around Swift’s appearance at the game was so great that several industry experts predicted record-breaking viewership. If this year’s Super Bowl does break viewership records, at least some of that can be attributed directly to Swift’s popularity. In a Seton Hall Sports Poll conducted last month and published three days before the Super Bowl, over 21% of respondents indicated that someone in their household planned to watch the game because of Swift’s expected presence. The appeal of Swift extended across generations, with nearly half (41%) of respondents between 18 and 34 citing her as a reason to tune in.
Swift’s impact on the Chiefs fan base is also noteworthy. In an interview on CNBC in January, Chiefs owner Clark Hunt discussed how Swift has helped attract more female fans to their games since she started attending them with Kelce. “It’s been a very interesting, very fun year having the two of them dating,” Hunt said