Taylor Swift’s appearance at Super Bowl LVIII in Las Vegas was a big part of the storyline leading up to the game, and her 13th NFL game since she made her relationship with Kansas City Chiefs tight end Travis Kelce public in September. 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.
Taylor Swift attended Super Bowl LVIII for free, making her appearance a bargain for both the NFL and CBS. Companies and brands that want to partner with a celebrity for added star power have shelled out big bucks in the past. For example, Beyoncé reportedly earned $30 million from her 60-second Super Bowl commercial in 2021. Other notable and expensive cameos include Larry David’s 30-second ad for FTX in 2022 and Ben Affleck’s 30-second ad for Dunkin’ in 2023; both celebrities were paid around $10 million each, sources told CNN.
Ahead of the game, several industry experts predicted record-breaking viewership due to Taylor Swift’s popularity. In a Seton Hall Sports Poll conducted last month and published three days before the Super Bowl, 21% of respondents indicated that someone in their household planned to watch because Swift was expected to be there. The numbers were particularly high among respondents aged between 18 and 34, with over 41% saying they planned to tune in specifically because of Swift’s presence at the event. Clark Hunt, owner of the Kansas City Chiefs, discussed how Swift has helped grow his team’s fan base during an interview on CNBC earlier this year.