Taylor Swift made a dozen appearances on CBS during the Super Bowl on Sunday, according to official tracking data.
Was it excessive? Insufficient? Overwhelming? Just right?
Let’s delve into this matter.
The Super Bowl is a lucrative enterprise, consistently ranking as the top television program each year.
Approximately 50 million people tune in for the conference championship games, while the Super Bowl attracts around 110 million viewers. This means that over half of the Super Bowl audience consists of non-football enthusiasts.
Consequently, it is the responsibility of the network partner to cater to these non-football viewers throughout the event. The halftime show is not designed for football fans, but rather for those who watch the game solely for the musical performance.
Similarly, the NFL does not showcase Taylor Swift for the benefit of football enthusiasts.
Swift’s presence has contributed to increased viewership among females aged 12-17 this season. I discussed the NFL’s recognition of her drawing power with Fox News host Lisa Boothe on her podcast on Monday.
Hence, I cannot fault CBS for capitalizing on the interest surrounding Swift’s involvement. The network’s primary objective is to achieve the highest possible viewership for the event.
Taylor Swift is a major force in the industry, and her presence has sparked greater interest in Kansas City Chiefs games. This is evident.
However, there is a limit, a point where criticism becomes justified. The question is whether CBS crossed that line by featuring Taylor Swift excessively during the Super Bowl.
In terms of the number of times she appeared on-screen, I would argue that they did not. Over the course of a 4-hour and 8-minute broadcast, Swift’s appearances amounted to a mere 0.36%.
That being said, I do question the decision to focus the cameras on Swift immediately after the Chiefs secured victory with a walk-off touchdown in overtime.
Take a look:
That play sealed the Chiefs’ Super Bowl win, signifying a significant collapse by the 49ers, who had a 10-0 lead. Mecole Hardman, a frequently criticized role player, scored the touchdown.
Patrick Mahomes solidified his status as only the fifth quarterback in history to win three Super Bowls with that throw. The faces of the San Francisco players were filled with devastation.
And yet, CBS chose to showcase Taylor Swift?
CBS showed her celebrating before Mahomes, Hardman, the Chiefs, Andy Reid, and the team owner. CBS displayed Swift before Brock Purdy, Kyle Shanahan, or the 49ers defense that allowed the game-losing play.
That seems excessive.
Swift had no connection to that play. It would have made more sense if her boyfriend had scored the touchdown, but he did not.
Now, I do not blame Taylor Swift.
I am not a detractor. I defended Swift against those who labeled her a psychological operation. However, I believe that CBS’s integration of Swift with the NFL season’s defining moment was inappropriate.
Furthermore, CBS aired six advertisements for Temu, a Chinese Communist Party-backed e-commerce store that sells counterfeit products manufactured by Uyghur Muslim slaves.
And let’s not forget about Tony Romo…
Fortunately, CBS will not broadcast another Super Bowl until at least 2028.
According to the Source outkick.com