Taylor Swift’s appearance at Super Bowl LVIII in Las Vegas was a major part of the story. With her 13th NFL game since she and Kansas City Chiefs tight end Travis Kelce revealed their relationship to the public in September, sports-gambling websites even accepted bets on how often CBS would show her during the broadcast. The Houston Chronicle reported that she 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.
Swift’s attendance at the game without charge made it a deal for both the NFL and CBS due to her star power. In previous years, companies and brands have paid large amounts to partner with celebrities, such as Beyoncé who received $30 million for her appearance in Verizon’s 60-second Super Bowl commercial and Larry David who got $10 million for his 30-second ad for FTX in 2022. Ben Affleck also received $10 million for his 30-second ad for Dunkin’ in 2023. These celebrities were highly paid because of their star power and popularity. The likelihood of record-breaking viewership was anticipated due to Swift’s popularity, but it is not clear if this actually occurred yet.
The results of record-breaking viewership were expected to be revealed on Tuesday. Some of the increased viewership can be attributed directly to Swift’s popularity if it does break viewership records. Before the Super Bowl, a Seton Hall Sports Poll surveyed over 1,500 respondents and found that among respondents between 18 and 34, the number rose to 41%. This growth in interest can be attributed to Swift’s popularity and attention from being romantically linked with Kelce on social media platforms like Twitter and Instagram. The growth of Chiefs’ fan base was also discussed by Clark Hunt, who noted that having two popular figures dating had “been a very interesting, very fun year” having attention from media outlets everywhere.”