“Taylor Swift’s Super Bowl Performance Drives Increased Ratings”


Published on: February 12, 2024, 12:05h.

Last updated on: February 12, 2024, 12:07h.

Last night’s Super Bowl is expected to have a record viewership of more than 120M people, which could make it the most-watched Super Bowl ever, according to initial estimates by various news outlets. The official number will be announced by ratings agency Nielsen on Tuesday.

Travis Kelce and Taylor Swift embrace following the Kansas City Chiefs’ Super Bowl LVIII win at Allegiant Stadium on Sunday. (Image: Getty)

That would mean that Super Bowl LVIII is set to surpass last year’s big game (115.1M) as the most-watched Super Bowl ever, but fall short of the all-time viewership record set by the 1969 moon landing (650M).

Expectations are that the record ratings will cap an already impressive year for the NFL, as regular season games drew an average of 17.9M viewers, the most since 2015.

Taylor Swift and Travis Kelce, pop culture’s most adored couple since Joe DiMaggio and Marilyn Monroe, are pictured the Chief’s victory part at Zouk Nightclub at Resorts World, where they reportedly dueted on a version of her song “You Belong With Me” to the delight of the VIP crowd. (Image: TMZ)

Several factors contribute to the likely record viewership, including the nail-biting excitement of only the second Super Bowl to ever go into overtime, the halftime show featuring Usher, and false rumors about a halftime appearance by Usher protégé Justin Bieber.

But the main reason, undoubtedly, was…

Swift Kick

Taylor Swift, the biggest pop star of the 21st century so far, attracted countless millions of mostly female Gen Z viewers to the CBS Sports broadcast who wouldn’t have normally watched.

“Taylor Swift has done in a few months what my father has tried to do for 23 years,” tweeted @jmckenzziee. “I am paying attention to the Super Bowl completely willingly.”

“For the first time in a couple of decades, I am staying up in the middle of the night to watch the Taylor Bowl.. er Super Bowl,” echoed Twitter/X user @rnadworny.

Swift is bookended by rapper Ice Spice and “Gossip Girl” actress Blake Lively in her private Super Bowl suite on Sunday. (Image: Associated Press)

After touching down at 3:30 p.m. PT, Swift spent the night in Los Angeles, then took another private jet to Las Vegas the next day.

She landed at Harry Reid International Airport on Sunday afternoon — as reported by a press release distributed by the NFL (!!) on Sunday at 2:48 p.m. — in plenty of time to make the game and cheer on her boyfriend, Kansas City Chiefs tight end Travis Kelce.

CBS Sports cameras flashed to Swift, watching the game in a private suite with friends and family members, a total 12 times during the broadcast — which was the subject of a popular Super Bowl prop bet.

Photographed inside Swift’s suite were musicians Lana Del Rey and Ice Spice, actress Blake Lively, and even former Beatle Paul McCartney, who popped in to say hello with his third wife, Nancy.

Swift’s total screen time during the game was 53 seconds which, if it were a Super Bowl commercial that long, would have cost $7 million.

Reciprocity

According to digital tracker Social Blade, the megastar gained more Instagram followers on Sunday (105K) just for showing up than Kelce (61K) and Chiefs quarterback Patrick Mahomes (41K) did for actually winning the game combined.

Many sports fans took to Twitter/X to vent their frustration at the attention Swift received during her attendance at the NFL’s biggest game of the year.

“Damn no Taylor Swift, thank you lol, ruining my Superbowl,” @uaintime813 tweeted.

“Taylor Swift is ruining my Super Bowl entertainment. I’m not trying to see her every 2 minutes,” echoed @_Ayrton21_.

But this sentiment was the exception.



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