Throughout the 57-year history of the Super Bowl, all artists who agreed to perform at halftime of the tournament were not paid. Of course, famous stars like Rihanna , Katy Perry, Lady Gaga… gain many benefits when appearing on the biggest stage on the planet.

Rihanna, Katy Perry, and Lady Gaga are the three artists with the most watched performances on television in Super Bowl Halftime Show history. Photo: Super Bowl
The reason why Americans are “crazy” about the Super Bowl

Within half a century, the Super Bowl has evolved from a sporting event into a major and expensive American pop culture party.

Football is one of the most loved sports by Americans. In 2022, the Washington Post conducted a poll showing that nearly 70% of Americans are fans of rugby, while other hot sports do not exceed 50%.

For many years in the US, the Super Bowl has always been the television program with the highest number of viewers, about 100 million viewers each year.

In particular, what makes the Super Bowl so “expensive” is not only the American public’s love for football, but also because the Super Bowl has long been an event where many fields converge. from sports to music, entertainment and even fashion and advertising.
Rapper Jay-Z takes on the role of producer for the Super Bowl Halftime Show. Photo: Super Bowl
Besides “hardcore fans” of football teams, about 20% of Americans like to watch Super Bowl commercials.

To get into an advertising spot on the show, businesses and brands have to spend 7 million USD for 30 seconds on air, equivalent to more than 165 billion VND.

But the incredible amount of money that brands spend is worth it, because the influence of the Super Bowl is extremely large. Even after each season, there are a series of articles naming the ads that are most loved by the audience.

Last year, NBC earned more than $500 million from Super Bowl advertising money. This year’s number is definitely still a huge amount of money.

In addition, the Super Bowl’s Halftime Show is also very popular with the audience. Over the past 30 years, there have been a series of famous music stars performing during about 15 minutes of halftime of the match, such as Michael Jackson, Madonna, Lady Gaga, Beyoncé, Britney Spears, Justin Timberlake, Jennifer Lopez, Shakira, Bruno Mars, Snoop Dogg, Eminem…, this year is the female singer who won 9 Grammy awards and is being nominated for an Oscar, Rihanna.
Katy Perry’s performance attracted the most television audiences ever. Photo: Super Bowl
Tor Myhren, vice president of Marketing at Apple, main sponsor of the Super Bowl Halftime Show 2023, said that the more than 10 minutes of performances by artists during halftime are probably the most valuable media moments in the world. gender.

Artists benefit from the Halftime Show

With the status of the world’s top music stars, Rihanna and other artists should be paid a “huge” salary for a performance. However, what artists want at the Super Bowl Not salary but more valuable benefits.

The annual Super Bowl Halftime Show is the most professionally and elaborately staged music stage on the planet. This year, with only 13 minutes of performance on the hanging stage, Rihanna was supported by thousands of sound and light equipment, 170 operating personnel, and 400 local volunteers.

There were 118.7 million viewers watching the performance of the “Diamonds” singer this year. Rihanna became the artist with the second most viewed performance in Halftime Show history, after Katy Perry (120.7 million people), and surpassing Lady Gaga (117.5 million people), Coldplay (115.5 million people). ).
3 seconds of Rihanna’s “powder mile” on television. Photo: Super Bowl
In particular, Rihanna’s 3 seconds of “applying makeup” in the middle of the show helped the businesswoman’s searches for her cosmetics brand Fenty Beauty increase by 830%.

Fenty Beauty earned $5.6 million in media value, while lingerie brand Savage x Fenty also earned $2.6 million in media value. The next day, Fenty Beauty sold 7.8 million products on the market, with an estimated revenue of about 40-50 million USD.

In addition, the songs Rihanna performed at the event such as “Better Have My Money”, “Where Have You Been”, “Only Girl in the World”, “Umbrella”, “Diamonds”… are also hot again on the market. digital music platforms.

Before Rihanna, Lady Gaga’s performance in 2017 helped her album sales increase by 1,000%, while Jennifer Lopez gained 2.3 million more followers on her personal page after her 2020 Super Bowl stage.
Lady Gaga’s explosive performance in 2017. Photo: Super Bowl
This year, the average ticket price for the Super Bowl final match is also surprising – 6,800 USD (about more than 160 million VND). In addition, there were 113 million viewers watching via television.

It can be seen that the Super Bowl organizers, artists, sponsors and advertising brands all benefit from America’s largest sporting, cultural and entertainment event.