The NFL’s Biggest Performers Never Touch the Football
The Super Bowl Halftime show is the most watched part of the big game. On average, more than 100 million people tune in to see the biggest artists in music strut their stuff.
Can you guess which performers had the most watched Super Bowl halftime shows?
10. Jennifer Lopez and Shakira traded off performing their hits in 2020, like Lopez’s “Jenny From the Block” and “Waiting for Tonight” and Shakira’s “She Wolf” and “Hips Don’t Lie.” Bad Bunny, J Balvin, and Lopez’s daughter Emme Muñiz all joined them onstage as guests, and the performance had a total viewership of 104 million.
9. Justin Timberlake’s 2018 Super Bowl performance garnered 106.6 million viewers with hits like “Sexy Back,” “Can’t Stop the Feeling!” and a Prince tribute with a rendition of “I Would Die 4 U.”
8. The Black Eyed Peas attracted 110.2 million viewers during their 2011 Super Bowl halftime show, performing songs like “I Gotta Feeling,” “Boom Boom Pow” and “Where Is the Love?”
7. Beyoncés 2018 solo show included hits like “Halo” and “Run The World (Girls)” before an iconic Destiny’s Child reunion with Kelly Rowland and Michelle Williams to perform “Bootylicious,” “Independent Women Part I” and “Single Ladies (Put a Ring on It).” Viewership: 110.8 million.
6. Madonna took the Super Bowl stage in 2012 with a viewership of 114 million, as she performed a slew of her hits and welcomed LMFAO onstage to deliver renditions of “Music,” “Party Rock Anthem” and “Sexy and I Know It.”
5. Bruno Mars performed “Locked Out of Heaven,” “Treasure” and “Runaway Baby” in 20214 and was joined onstage by the by Red Hot Chili Peppers. His show garnered 115.3 million views.
4. Coldplay was joined by Beyoncé AND Bruno Mars during the 2016 halftime show, which got 115.5 million viewers with performances of “Yellow,” “Paradise,” “Viva la Vida” and “Fix You,” among other hits.
3. Lady Gaga’s 2017 performance featured hits songs like “Poker Face,” “Born This Way,” “Paparazzi” and “Just Dance,” and ultimately brought in 117.5 million views.
2. With 121 million views, Katy Perry’s 2015 performance was the second most-watched halftime show. The meme-making performance (remember Left Shark?) featured Lenny Kravitz, Missy Elliot and the Arizona State University Sun Devil Marching Band as Perry performed hits like “Roar,” “California Gurls” and “Firework.”
1. Rihanna broke the Guinness World Record for most viewers. Her 2023 performance was the most-watched halftime show in history, With 121.017 million viewers. It broke the Guinness World Record. During her performance it became clear that she was pregnant with her second child with partner A$AP Rocky, and performed Billboard Hot 100 No. 1 hits like “Only Girl (in the World),” “We Found Love,” “S&M,” “Rude Boy,” “Work” and many more.
Who will be in the Super Bowl spotlight during the 2024 Halftime Show?
On September 24, 2023, the NFL, Apple Music and Roc Nation announced Sunday that Usher would lead the halftime festivities from Allegiant Stadium . The music megastar, who has won eight Grammys, said he’s looking forward to performing on the NFL’s biggest stage.
What’s the Going Rate For a Super Bowl Halftime Star?
What will Usher get paid for taking the stage? Take a guess.
- 200 million
- 100 million
- 50 million
- 10 million
The surprising truth is that the majority of music artists do NOT get paid by the NFL, Apple Music or Roc Nation. It’s rare that a Super Bowl Halftime performer manages to get a fee for their appearance on the halftime stage. This year, as in years past, Usher will get ZERO. NADA. ZILCH.
Why Perform?
The Super Bowl Halftime Show is the biggest stage of them all. “It’s an honor of a lifetime to finally check a Super Bowl performance off my bucket list,” Usher said in a statement. “I can’t wait to bring the world a show unlike anything else they’ve seen from me before.”
Record Record Sales!!
The opportunity to be seen by 100+ million viewers is monumental. Imagine knowing you have that many eyes on you as you perform your hit songs. Then imagine those people downloading the songs you just sang. The sales that result from being the Super Bowl Halftime show performer are through the roof. On average the record sales of the artist/s who perform jump 200-500%!
Will Rihanna’s Record Stand?
Forbes reported that Rihanna’s music saw a 211 percent increase in on-demand streams and a 390 percent increase in digital song sales following her Super Bowl performance. Soon after her performance, Loewe released a “special edition” red cargo jumpsuit inspired by her Super Bowl halftime show ensemble – it sold out within a day.
Will Usher outdo Ri-Ri? Will he attract 122 million viewers and beat her Guinness World Record for sales? I’m sure he thinks he’s got a “Good Good” chance…because when it comes to the Super Bowl stage, there’s “No Limit”.
So it’s clear what motivates the music artists, their record labels, Apple Music, etc. But what motivates advertisers who might not sell products consumed during the millions of halftime Super Bowl parties. Read on.
Advertisers’ Stake Their Brand Reputation
Not all Super Bowl advertisers sell avocados, chips, wings or beer. Many sell cars or website services or detergent. They hope their Super Bowl commercials help rack up sales. But think their sales get a boost or not, they can’t afford to sit on the sidelines.
Sponsoring a Super Bowl commercial confers status on your brand. It shows your consumers that you’re playing in the big leagues. You’re not some fly by night Instagram brand. You’re here to stay, which means you should be trusted.
Sponsoring a Super Bowl commercial also confers status within the industry – especially if your commercial is named to a “Best of” Super Bowl commercial list. Multiple media outlets compile these lists and being named in a top spot can help boost a brand’s reputation, a CMO’s career, and an ad agency’s visibility.
Super Bowl Success = NFL Success
The NFL is one of the strongest sports brands in the world. But its popularity and power to command top dollar for its advertising, owners, and the league itself has waned in recent years. It continues to struggle with low viewership, from DEI issues, from domestic violence issues, and from concerns about concussions.
A successful Super Bowl lifts all boats. But what does that success look like? Having two highly regarded teams meet in a game that is competitive throughout all four quarters. Booking a Super Bowl halftime performer that’s so red hot they’re worth tuning in for even if you don’t like football.
Returning to the need for a competitive game throughout – a runaway game might be thrilling for the team beating the pants off their opponent. But it’s a disaster for the NFL team losing the game, greatly erodiing the the franchise’s reputation. Not to mention, it’s cataclysmic for many advertisers because a one-sided game is a reason to stop watching, which means all of the expensive commercials that have already been bought and paid for will be seen by a greatly reduced audience. This makes it harder for the NFL to convince these advertisers to buy commercials in the coming years…
Getting Eyeballs Without Super Bowl Commercials
Not all brands want to be part of the Super Bowl. Some of them simply don’t have the money. Some of them think they’re money could be better spent elsewhere – in Social Media for example. Ryan Reynolds, the actor and entrepreneur, famously refused to sponsor a Super Bowl commercial for his budget mobile service, Mint Mobile.
State Farm, which has been a big part of NFL games this year, opted to skip doing a Super Bowl ad. Instead, they created a Tik Tok campaign featuring Khaby Lame alongside their spokesman, Jake.
Other advertisers find ways to hijack the game by making fun of it. One of the hottest ads for the Super Bowl in 2022 was one that didn’t exist, featuring Anna Kendrick ranting about Newcastle cancelling her Super Bowl ad at the last minute.
Volvo Intercepts the Super Bowl
Here’s how one major brand got into the game, without a cent on a Super Bowl commercial – but raised sales by a monumental 70%! On the biggest media day of the year in 2015, Volvo emerged as the only automaker to trend on Twitter nationally and globally, without running a Super Bowl commercial. Watch the video to see how they did it.
Up Next: BTS: The Making of a Super Bowl Commercial
