While most of the talk post-Superbowl is about the commercials, the appearance of Taylor Swift was perhaps what Superbowl LVIII will be remembered for. (UBS)

The Superbowl—the biggest sporting event of the year in America just added a whole new audience. Over 100 million people watched the Chiefs beat the 49ers 25-22, but a whole new audience were tuned in with the hope of seeing the NFLs newest star...Taylor Swift.

Swift, who is dating the Chief’s tight-end Travis Kelce, was the main attraction at this year’s event in Las Vegas. While most of the talk post-Superbowl is about the commercials (of which Ross and Rachel stole the limelight this year), the appearance of Swift was perhaps what Superbowl LVIII will be remembered for.

As Swift and Kelce navigate their relationship, one thing is for sure—she is not standing in the shadows of his success. She recently brought home her own hardware at the 2024 Grammy’s, making herself the first artist to win album of the year for four different albums and announced a new album in her acceptance speech.

While Swift is not alone in her financial savviness, “The latest UBS Own Your Worth report encourages all women to recognize their role as breadwinners and industry leaders, by taking control of their money, assets, and careers. For example, Swift is re-recording all her songs so that she can control her own intellectual property moving forward,” says Carey Shuffman, Head of the UBS Women’s Segment.

Now, let’s look at where Taylor’s concert attendance falls compared to NFL viewership. As of January 2024, NFL views were at an all-time high through the Conference Championship round, P2+ average viewership for the NFL playoffs is up 8% from last year's postseason. Fox had the best performing window last weekend with 56M average viewers for the Lions-49ers matchup (+19% y/y) while the Ravens-Chiefs game on CBS was also strong at 55M average viewers (+4%).***

The Super Bowl may be standing in Taylor’s shadows according to the statistics. Taylor Swift’s Eras tour is the biggest in global history, and by a wide margin: Projected to gross $2.2B in North America alone, she more than doubled Elton John’s previous record of $939M worldwide. The August Fed Beige book credited “Taylornomics” with generating $5B in US consumer spend—more revenue for local businesses than Super Bowl LVII.**** It appears to be true that—everything she touches turns to gold. Could Taylor be the reason for the growth of NFL viewers this year? She is likely one of the reasons so many fathers, daughters, brothers, sisters, wives, and husbands all turned on the TV with equal excitement this past Sunday.

Main contributor: Grace Concannon

*Flint, Joe, NFL Posts Highest Ratings Since 2015 Amid Taylor Swift-Fueled Surge in Interest, 10 January 2024.
** Ash, Janelle, Taylor swift Brings NFL New Teen Fanbase Sending Game Viewership and Membership Purchases Soaring, 8 February 2024.
***Juhn, The Summer of Women, 16 October 2023.
****U.S. Media and Entertainment, UBS TV Ratings Guide: NFL momentum continuing in the playoffs, 31 January 2024.

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