Taylor Swift was a major player in the build-up to Super Bowl LVIII in Las Vegas, her 13th NFL game since she and Kansas City Chiefs tight end Travis Kelce made their relationship public in September. The sports-gambling websites even accepted bets on how often CBS would show Swift during the broadcast. By the end of the game, Swift had appeared onscreen for 53 seconds, worth about $12.4 million based on the cost to run a 30-second commercial — $7 million — in this year’s Super Bowl.
Despite attending the game for free, Swift’s appearance was still a bargain for the NFL and CBS as she has a massive following. Companies and brands have shelled out big bucks to partner with celebrities in past Super Bowls for added star power. 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 earned each celebrity around $10 million. This year’s Super Bowl may have attracted more viewers than ever before due to Swift’s popularity, with several industry experts predicting record-breaking viewership ahead of time. In a Seton Hall Sports Poll conducted last month and published three days before the Super Bowl, 21% of respondents said they planned to watch because of Swift’s presence at the game. For younger respondents between 18 and 34, that number was even higher at 41%. Clark Hunt, owner of the Kansas City Chiefs, discussed how Swift has helped grow their female fan base during an interview on CNBC in January. With Swift’s help, it has been an interesting and exciting year for both her fans and those who love football alike.