Before the Super Bowl LVIII in Las Vegas, Taylor Swift’s appearance was a significant part of the story. This was 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 went so far as to accept bets on how often CBS would show Swift during the Super Bowl broadcast. According to the Houston Chronicle, Swift was shown onscreen for 53 seconds throughout the game. That airtime had an estimated worth of $12.4 million, calculated based on the cost of a 30-second commercial, which was $7 million for the 2024 Super Bowl. Swift was then seen on the field hugging Travis Kelce after the Super Bowl contest.
The appearance of Swift was a deal for the NFL and CBS due to her attendance being without charge. Indeed, companies and brands paid large amounts in the past for the star power they would receive by partnering with a celebrity. Verizon reportedly paid Beyoncé $30 million to appear in its 60-second Super Bowl commercial. There have also been notable and expensive appearances in the past, for example; Larry David’s 30-second commercial for FTX in 2022 and Ben Affleck’s 30-second ad for Dunkin’ in 2023. These celebrities were each paid about $10 million, according to sources that spoke to CNN. In addition, the likelihood of this Super Bowl drawing record-breaking viewership was anticipated due to Swift’s popularity.
The results of the projected 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. The poll results showed that 21% of them indicated someone in their household planned to watch the Super Bowl because they expected Swift to be there. Among respondents between 18 and 34, the number rose to 41%. The growth of the Chiefs’ fan base was also discussed by Clark Hunt, the Chiefs’ owner, who noted that it had “been a very interesting, very fun year having the two of them dating, the attention that’s been focused on the Chiefs” in an interview on CNBC in January.