Tracking Taylor Swift's earned media value to the NFL over Super Bowl Sunday
AdVenture Media tracked the Taylor Swift Effect in real-time throughout Super Bowl Sunday. In partnership with our data partners and in-house analytics team, our model portrays a sophisticated estimate of earned media value to the NFL along with other key metrics and stats.
Last updated Feb 12, 2024 @ 12:08 a.m.
Top Taylor Swift Effect stats
Posts and impressions by hour
Hourly volume of Taylor Swift posts and the resulting impressions throughout Super Bowl Sunday, peaking during halftime and immediately following the game.
Key insights into Taylor Swift's earned media value to the NFL
How did the volume of Taylor Swift posts trend throughout Super Bowl Sunday?
Posts ramped steadily through the afternoon, climbed sharply at kickoff, and peaked during the halftime show. A second, smaller spike followed the Chiefs' overtime win, with volume staying elevated into the early morning hours as fans dissected the game and Travis Kelce's celebration.
Analyzing sentiment in the context of overall impact
Taylor Swift's relationship with Chiefs tight end Travis Kelce has been a polarizing one, with roughly 50% of posts talking about the relationship — and what it means to the NFL — in a demonstrably positive light.
The split skews differently by platform: Instagram posts ran 60% positive, while X / Twitter sat at 45% positive, reflecting both the user bases and the tone each platform tends to amplify.
How many people watched Super Bowl LVIII?
Super Bowl LVIII drew approximately 120 million viewers, making it one of the most-watched broadcasts in U.S. television history. A 30-second ad cost roughly $7 million, with production typically pushing the total cost to ~$9.5M for that 120M-viewer audience. Taylor Swift's earned media effect drove an estimated ~500 million additional pairs of eyes of exposure to the NFL at no cost.
The Taylor Swift Effect: X vs. Instagram
- 694,998
- Total posts
- 2,531,352
- Total engagements
- 45%
- Positive sentiment
- 16,802
- Total posts
- 1,252,092
- Total engagements
- 60%
- Positive sentiment
Additional Taylor Swift Super Bowl stats
203K likes · 13K shares · 6.7M views
10,164
#superbowllviii
50% positive · 45% neutral · 5% negative
53% male · 47% female posts
26% original · 4% replies · 70% shares
52% iPhone · 32% Android · 13% Desktop/Web
How does the AdVenture Media Super Bowl LVIII model work?
Our model incorporates data tracked in real-time through multiple APIs and data partners, "listening" for any mention across X, Meta, TikTok, and online publishers for posts and articles mentioning Taylor Swift combined with modifiers tied to the Super Bowl, the Chiefs, or Travis Kelce.
Earned media value is calculated by translating estimated impressions into an equivalent paid-media spend at platform-standard CPMs, then layered with influencer engagement value derived from each contributor's follower count and historical engagement rate.
The intent isn't to claim a precise dollar figure — earned media is inherently fuzzy — but to put a defensible order-of-magnitude estimate on what a phenomenon like the Taylor Swift Effect contributes to the NFL's commercial gravity.
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