Whether you watched it live with chicken wings and chips, or scrolled through social media to find irresistible memes, the Super Bowl got everyone talking.
As per CNBC, Super Bowl LVIII was the most-watched television show in history with a whopping 123.40 million viewers! This was up 7% from last year’s record-setting viewership. PS. This Super Bowl was also the longest game ever.
But how come this Super Bowl became so damn EPIC? Like it or not, we dwell in the Taylor Swift era. The pop singer’s fan base is already infamous for causing seismic activity during the Seattle concert. We are kidding you not!
So it was quite evident that if Taylor Swift came to support her love interest, Travis Kelce from the Kansas City Chiefs, the Super Bowl would stir audiences globally.
And that’s exactly what happened!
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Taylor Swift’s Effect on NFL Super Bowl LVIII
The Taylor Swift Effect is all about the incredible cultural and economic influence of pop superstar Taylor Swift. It’s not just about her celebrity status – it’s how she impacts sectors like music, entertainment, and even sports like the NFL!
In 2023, when Taylor Swift attended a Kansas City Chiefs game, it set off a whirlwind of activity.
- Taylor Swift caused Travis Kelce’s jersey sales to skyrocket by 400%!
- When Taylor Swift attended a Kansas City Chiefs game, it became the most-watched game of the week, especially among female viewers aged 18-49.
- After attending the Chiefs game, Travis Kelce gained a whopping 383,000 new Instagram followers!
- Each show of Taylor Swift’s “Eras Tour” show brought in around $13 million, and after just 22 concerts, the total reached over $300 million!
Swift’s ability to deeply connect with fans has created a widespread impact, boosting local economies, shaping global trends, and leaving a lasting mark on pop culture. It’s no wonder her impact has been dubbed the “Taylor Swift Effect”!
AdVenture Media LP was looking for suitable partners that could help them with real-time tracking of this very phenomenon during the Super Bowl. Their search ended with Keyhole.
Trackers were all set to predict the NFL’s total earned media value of the Taylor Swift effect. Any mention across X, Meta, TikTok, and online publishers for posts and/or articles mentioning Taylor Swift combined with modifiers like “Travis Kelce”, “Super Bowl”, “NFL”, and “Chiefs” were tracked.
Throughout Super Bowl Sunday, the AdVenture Media data team updated their metrics with real-time data, refreshed every 30 minutes.
Refer to the charts below for some interesting data points. You can also get detailed information from here.
Some key insights include:
- The volume of Taylor Swift posts mentioning the Super Bowl increased throughout Super Bowl Sunday, with a peak of almost 200,000 new posts after the Chiefs’ victory.
- Roughly 50% of posts discussing Taylor Swift and the Chiefs’ Travis Kelce had a positive sentiment, highlighting the impact of their relationship on the NFL.
- Super Bowl LVIII viewership is estimated to be around 120 million, with the Apollo 11 moon landing being the only program in history with higher ratings.
- Advertising in the Super Bowl cost $9.5 million for a 30-second spot, but Taylor Swift’s involvement helped the NFL gain exposure to roughly half a billion people, at no cost.
- The NFL would have had to pay the same $9.5 million to replicate the awareness generated by Taylor Swift, resulting in a 76% savings compared to traditional advertising.
Super Bowl General Search Stats
- How many quarters are in the Super Bowl was the most popular question during Super Bowl LVIII.
- Travis Kelce was the most searched player during the game.
- Taylor Swift was the most searched celebrity related to the game.
- The Budweiser Super Bowl commercial from 2024 was the most searched commercial from Super Bowl LVIII.
- “Turn Down For What” was the most searched song during the halftime show.
- The top question about Usher during the halftime show was about his age.
- “Did Taylor make it” was a popular search before the Super Bowl, as people wanted to find out if Taylor Swift would be performing at the Super Bowl after her concerts in Japan.
- The top trending dog breeds in the US before the 2024 Puppy Bowl were the Greater Swiss Mountain Dog and the Chiweenie.
- Buffalo wings and dipping sauce were among the top three trending search topics in the US before the Super Bowl.
- Nevada was the top state searching for traffic information before the Super Bowl.
- Streaking was the most popular topic in Kansas City during the Super Bowl, while Overtime was the top topic in San Francisco.
- In terms of brand engagement:
- Verizon got most mentions
- Duolingo got most likes
- Mountain Dew got most video views
- Draft King sparked the most conversation
Top Brand Ads on Super Bowl That You Must Know
Did you know brands paid a hefty 7 million dollars for just 30 seconds of fame? Not just that, some of them even partnered with celebrities for that extra boost. Phew!
Let’s start with the most unconventional one first.
1. Verizon
Beyoncé surprised fans during the Super Bowl with a Verizon commercial announcing the much-anticipated second act of her Renaissance. Shortly after, she released two new songs, “Texas Hold ‘Em” and “16 Carriages,” with her website and social media teasing the upcoming release of Renaissance: Act II on March 29.
Verizon’s commercial, which featured Beyoncé announcing a new album, generated over 453,000 engagements on social media and was mentioned over 52,000 times.
2. Temu
Chinese-owned e-commerce giant, Temu, invested $21 million in three Super Bowl commercials and offered $15 million in giveaways and promotions to gain traction.
The unusual tagline “shop like a billionaire” accompanied the ads. The online discount marketplace also purchased post-Super Bowl advertisements on CBS’s late-night programming.
The investment seemed to have a positive effect on Temu’s visibility, as web searches for the app spiked during the commercials. However, recent concerns over long delivery times and customer service issues have impacted the company’s reputation.
3. Budweiser
Goldie Hawn and Kurt Russell’s Labrador Retriever, Roy Hawn Russell, made his television debut in a Budweiser commercial.
The ad, titled “Old-School Delivery,” featured Roy leading a team of Clydesdale horses to deliver Budweiser beer to a snowed-in bar. Hawn and Russell shared their excitement on Instagram, watching the commercial and cheering for their furry co-star.
The celebrity canine received praise for his performance, and the Budweiser ad conveyed a message of resilience and companionship. The heartwarming commercial was well-received during the Super Bowl.
4. Dunkin
In Dunkin’s Super Bowl commercial, actors Ben Affleck, Matt Damon, and NFL quarterback Tom Brady formed a boy band called the DunKings. The ad featured them crashing Jennifer Lopez’s recording session and embarrassing her.
The star-studded boy band performed a catchy song in front of Lopez, with Brady showcasing his singing skills. The commercial ended with Damon delivering a mic drop-worthy line.
As a result of the ad, Dunkin’ introduced a DunKings menu nationwide, including Affleck’s own drink and the DunKings Munchkins Skewers. Fans can also purchase DunKings tracksuits and fuzzy hats from ShopDunkin.com.
5. Cerave
Fans are raving about Michael Cera’s CeraVe ad, calling it the best Super Bowl commercial in years. In the ad, Cera humorously refers to CeraVe as his cream, emphasizing its hydrating properties.
People appreciated the satirical and dramatic elements, with Cera giving himself a massage and questioning the moisturization of his skin. The partnership between Cera and CeraVe was deemed clever and genius by viewers.
The ad’s memorable lines, like “Let my cream hydrate you,” sparked discussion online. Overall, Cera’s commercial was widely praised as a standout during the Super Bowl.
6. Yeezy
Kanye West opted for an outlandish approach during Super Bowl LVIII, using a humble 30-second selfie video to promote his Yeezy fashion line.
Despite only airing regionally, the ad went viral and resulted in his album topping the Billboard rankings in 100 countries. The ad generated $19.3 million in sales for Yeezy.com, showcasing West’s business acumen and ability to think outside the box.
Bonus: Uber Eats
Uber Eats returned for its fourth year at the Super Bowl with a star-studded commercial featuring Jennifer Aniston and David Schwimmer from Friends, and the Beckhams.
The ad humorously highlights the idea that with Uber Eats, you can get almost anything delivered. However, Uber Eats faced backlash after its Super Bowl commercial included an insensitive peanut allergy joke.
Our Favorite Posts from the Super Bowl
1. Duolingo
2. Mountain Dew
3. Doritos
4. Doordash
5. BMW
6. Lindt
Final Words
In a nutshell, Super Bowl LVIII took social media by storm. From the victorious Chiefs sending shockwaves through fans’ hearts to Usher’s electrifying halftime show performance that had everyone on their feet, this game was an absolute thrill ride. Oh, and let’s not forget the added sprinkle of stardust when the queen herself, Taylor Swift, graced the event to cheer on her beau, Travis Kelce. Talk about causing a frenzy!
But hold up, it wasn’t just the players and performers stealing the limelight. Brands like Temu and Verizon snatched their fair share of attention too, as their ads sparked conversations left, right, and center.
The Super Bowl is more than just a football game; it’s a cultural extravaganza that wins hearts, minds, and feeds of millions. It’s a stage where brands can shine, surprises can amplify impact, and fan bases can unite in thunderous applause.
Want to track more data like this? Try out Keyhole’s free trial.
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Frequently Asked Questions
1. Was the 2024 Super Bowl the most watched?
Yes, it was watched by 123 million viewers and became the most watched telecast in the US history.
2. Who won Super Bowl 2024?
The Kansas City Chiefs were declared Super Bowl champions after defeating the San Francisco 49ers in an overtime victory with a score of 25-22.
3. Why is the Super Bowl so popular?
The Super Bowl is popular for several reasons:
1. Cultural Event: The Super Bowl has become a significant cultural event in the United States. It brings together people from various backgrounds and interests, uniting them in the celebration of football, music, and entertainment.
2. Exciting Game: The Super Bowl is often known for its intense and competitive nature. It showcases the culmination of a highly anticipated football season and features the best teams in the National Football League (NFL) competing for the championship title. The high-stakes nature of the game, along with the presence of star players and legendary rivalries, creates an exciting and captivating experience for viewers.
3. Halftime Show: The Super Bowl halftime show has gained significant attention and popularity over the years. It features performances by renowned musicians, often including elaborate sets, special effects, and surprise guest appearances. This spectacle adds an entertainment aspect to the game, attracting viewers who may not be avid football fans.
4. Commercials: The advertising industry sees the Super Bowl as a prime opportunity to showcase creative and memorable commercials. Companies spend substantial amounts of money on Super Bowl commercials, which often become as much a part of the event as the game itself. These commercials have become a topic of discussion and anticipation, drawing in viewers both during breaks in the game and in the days following the event.
Overall, the combination of a highly anticipated football game, star-studded performances, and creative advertisements contributes to the Super Bowl's enormous popularity.