Taylor Swift was a major player in the build-up to Super Bowl LVIII in Las Vegas. Her relationship with Kansas City Chiefs tight end Travis Kelce, which went public in September, generated a lot of interest among sports-gambling websites. They even took bets on how often CBS would show Swift during the broadcast. By the end of the game, she had appeared onscreen for 53 seconds, which was worth about $12.4 million based on the cost of running a 30-second commercial in this year’s Super Bowl.
Ezra Shaw/Getty Images A Bargain for the NFL
Swift attended the game for free, so her appearance was a bargain for the NFL and CBS. In past years, companies and brands have shelled out big bucks to partner with celebrities for added star power. For example, Beyoncé reportedly received $30 million to appear in Verizon’s 60-second Super Bowl commercial in 2021. Other expensive cameos include Larry David’s 30-second ad for FTX in 2022 and Ben Affleck’s 30-second commercial for Dunkin’ in 2023; both celebrities were paid about $10 million each, sources told CNN. It is also possible that there were more people watching this year’s Super Bowl than ever before due to Swift’s popularity.
Industry experts predicted record-breaking viewership ahead of the game, thanks to Swift’s popularity. If this year’s big game 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, 21% of respondents indicated that someone in their household planned to watch the Super Bowl because Swift was expected to be there. For respondents between 18 and 34 years old, the number was even higher at 41%. In an interview on CNBC in January, Clark Hunt, owner of the Kansas City Chiefs, discussed how Swift has helped grow the team’s fan base after she started attending games with him