Taylor Swift was a major player in the lead up to Super Bowl LVIII, 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 took bets on how often CBS would show Swift during the broadcast. In the end, Swift appeared onscreen for 53 seconds, worth about $12.4 million based on the cost of a 30-second commercial in this year’s Super Bowl.
Swift attended the game for free, making her appearance a bargain for both the NFL and CBS. Companies and brands have paid big bucks in the past to partner with celebrities for added star power, such as Beyoncé’s $30 million deal with Verizon and Larry David’s $10 million ad for FTX. Ben Affleck also earned $10 million for his 30-second ad for Dunkin’. With record-breaking viewership predicted by several industry experts ahead of the game, it’s likely that at least some of that can be attributed to Swift’s popularity. In a Seton Hall Sports Poll conducted last month, over 21% of respondents said they planned to watch the Super Bowl because Swift was expected to be there. For respondents between 18 and 34, the number was even higher at 41%. Clark Hunt, owner of the Chiefs, discussed how Swift has helped grow their fan base in an interview on CNBC in January.