The clash between the Kansas City Chiefs and the Philadelphia Eagles with Super Bowl LIX at stake is set to break a new television audience record in the United States. The presence of the Chiefs is synonymous with success for broadcasters. It has two consecutive records. In 2023, it attracted 115.1 million viewers. Last year it attracted an average of 123.4 million viewers (202.4 million tuned in at some point compared to 184 million the previous year). Only the arrival of man on the moon, with an estimated audience of between 125 and 150 million, is ahead
Taylor Swift’s effect was noticeable in the increase in the last edition and is expected to continue this February 9. The singer’s relationship with Chiefs player Travis Kelce has been in the media spotlight for more than a year. The data corroborates this. Last year’s Super Bowl recorded the largest female audience in history: 49% of viewers were women
A total of 58.8 million women watched the Super Bowl, a 9% increase over last year. In addition, there was a 10% increase in the number of viewers aged 18-34 compared to 2022
The viewer who became interested in the event thanks to Taylor Swift gives rise to a different group of viewers than before: those who, once they have seen the event because of the singer, return to the small screen. “She gave a completely new young demographic a reason to pay attention. That interest will stick with some of them. Some of that new group will say, ‘I really enjoyed it. I liked the party, I liked the community aspect, I enjoyed the game,” says Dennis Deninger, professor emeritus at Syracuse University and author of ‘The Football Game That Changed America’ in an interview with USA Today
“Taylor’s effect might be if 10, 15 or 20% of the community she brought in last year liked it enough to come back a second year, a third, a fourth… She was the catalyst that opened the door to a new demographic that could become loyal for 50 years,” says Denniger
Last year, Taylor Swift was not alone in her VIP box. She was joined by actress Blake Lively and rapper Ice Spice. This time she is expected to be joined by Blake Lively and Ryan Reynolds. With her almost certain presence at the Caesars Superdome in New Orleans, Louisiana, advertisers are rubbing their hands together at the prospect of a new avalanche of viewers whose commercial target was not usually at the Super Bowl