Taylor Swift’s presence at Super Bowl LVIII in Las Vegas was a major draw for the event, with many viewers tuning in to catch her on screen. As it turned out, Swift appeared for just 53 seconds during the broadcast, but that short time was worth millions of dollars. According to the Houston Chronicle, Swift’s airtime was valued at around $12.4 million based on the cost of a 30-second ad at this year’s Super Bowl, which was $7 million.
While Swift attended the game for free, her appearance was still 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, Verizon reportedly paid Beyoncé $30 million to appear in a 60-second Super Bowl commercial in 2022. Other notable and expensive cameos include Larry David’s 30-second commercial for FTKS 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’s also possible that Swift’s popularity helped boost viewership for this year’s Super Bowl. Several industry experts predicted record-breaking viewership ahead of the game, thanks in part to Swift’s popularity. If this year’s big game breaks viewership records, at least some of that can be directly attributed to Swift’s influence. In a Seton Hall sports poll conducted last month and released three days before the Super Bowl, 21% of more than 1,500 respondents said someone in their household planned to watch the Super Bowl because Swift was expected to be there. For respondents between the ages of 18 and 34, that number was even higher at 41%. In an interview with CNBC in January, Chiefs owner Clark Hunt talked about how Swift had helped grow the team’s fan base by attracting more female viewers.