Super Bowl Spotlight: Taylor Swift’s Impact on CBS Advertising and Broadcast Strategy

Every year, the Super Bowl attracts a lot of attention and ad space is in high demand. This year, CBS is especially eager to broadcast the game because of Taylor Swift’s involvement. Swift has a unique ability to draw interest in the NFL, which is already the most popular league in the United States. CBS recently announced that they have sold out all of their commercial slots for both the main broadcast and the Nickelodeon broadcast, and while they didn’t explicitly mention Swift as the reason, there are some hints. Brands that typically don’t advertise during the Super Bowl, such as L’Oréal and Dove, have suddenly purchased air time, and it’s hard not to connect this with Swift’s presence at the game. This raises the question of whether CBS will feel obligated to show more of Swift during the game. Despite complaints from some fans about her appearances, data shows that Swift actually appears on-screen less frequently than expected. During the AFC Championship, I anticipated seeing Swift after Travis Kelce’s big play, but those moments were few and far between. Interestingly, Swift herself doesn’t seem particularly interested in being shown during NFL games. However, if advertisers are investing in ad space to capitalize on her attendance, it’s likely that CBS will show her more during the Super Bowl. So, if you’re someone who finds her presence on NFL broadcasts annoying, don’t expect to see less of her next Sunday night.