The Taylor Swift effect on Super Bowl 2024 is undeniable, with a significant impact on the viewership of CBS’s Super Bowl LVIII telecast. The pop sensation’s presence, cheering on Travis Kelce and the Kansas City Chiefs, has sparked heightened interest in the NFL, recruiting a new group of fans to professional football.
A flash survey by consumer research firm Numerator reveals a compelling data point: 20% of Super Bowl viewers stated they supported the Chiefs solely because of Kelce’s relationship with Taylor Swift. The survey, conducted after the Chiefs secured a 25-22 overtime victory against the San Francisco 49ers, highlights the influence of celebrity connections on sports fandom.
In the overall viewership breakdown, 48% rooted for the Chiefs, 37% for the 49ers, and 13% for neither team. However, Swift’s impact extends beyond fandom, as she becomes a polarizing figure among NFL enthusiasts. When asked if Taylor Swift is a distraction for the NFL, 34% agreed, 32% remained neutral, and 34% disagreed.
Numerator’s Super Bowl LVIII survey, covering nearly 800 U.S. adults aged 18 or older, gauged sentiments regarding the game, commercials, and celebrations. Key findings include:
- 81% paid attention to the game, while 19% paid little or no attention.
- 82% watched the halftime show, with varying percentages for each quarter and additional segments.
- Top-rated commercials included Dunkin’ with Ben Affleck, Matt Damon, Tom Brady, and Jennifer Lopez, Budweiser/Clydesdales, M&Ms with Dan Marino and Scarlett Johansson, BMW with Christopher Walken and Usher, and State Farm with Arnold Schwarzenegger.
- Least favorite commercials featured Apartments.com with Jeff Goldblum, Bud Light with Peyton Manning and Post Malone, Booking.com with Tina Fey, Temu, and BodyArmor.
As Super Bowl dynamics continue to evolve, Taylor Swift’s influence has proven to be a captivating element, shaping not only fan allegiances but also perceptions within the NFL community.
