Taylor Swift’s presence at Super Bowl LVIII in Las Vegas generated a lot of buzz and excitement. Her relationship with Kansas City Chiefs tight end Travis Kelce has been a significant factor in her attendance at the game. This was her 13th NFL game since they made their relationship public in September.
Sports-gambling websites even accepted 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 to run a 30-second commercial — $7 million — in this year’s Super Bowl.
Swift attended the game for free, making her appearance a bargain for the NFL and CBS. Companies and brands that want to partner with a celebrity for added star power have shelled out big bucks in the past. For example, Verizon reportedly paid Beyoncé $30 million to appear in its 60-second Super Bowl commercial, while Larry David’s 30-second commercial for FTX in 2022 and Ben Affleck’s 30-second ad for Dunkin’ in 2023 were also expensive cameos, with celebrities paid about $10 million each.
It’s possible that there may have been more people watching this year’s Super Bowl than ever before due to Swift’s popularity. Several industry experts predicted record-breaking viewership ahead of the game, thanks in part to Swift’s celebrity status and fan base. In fact, a Seton Hall Sports Poll conducted last month found that 21% of respondents planned to watch the Super Bowl because Swift was expected to be there, with the number being even higher among younger viewers between 18 and 34 years old.
In an interview on CNBC earlier this year, Chiefs owner Clark Hunt discussed how Swift’s attendance at games has helped grow the team’s female audience. He said that it has been “a very interesting” and “fun year” having them dating and that it has brought attention to the Chiefs franchise as a whole.”