Taylor Swift effect draws Super Bowl viewership...

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Published Time: 13.02.2024 - 17:40:13 Modified Time: 13.02.2024 - 17:40:13

This year's Super Bowl was the most viewed ever as an estimated 20 per cent tuned in because of the singer's relationship with Travis Kelce Ezra Shaw/Getty Images The Taylor Swift effect made this year’s Super Bowl the most viewed ever with nearly as many people watching the NFL final as the 1969 Moon landing

This year's Super Bowl was the most viewed ever as an estimated 20 per cent tuned in because of the singer's relationship with Travis Kelce

: Ezra Shaw/Getty Images

The Taylor Swift effect made this year’s Super Bowl the most viewed ever with nearly as many people watching the NFL final as the 1969 Moon landing.

Some 123.4 million US households tuned in to watch the Kansas City Chiefs defeat the San Francisco 49ers in Sunday’s game, making it second only to the Apollo Moon landing, which drew between 125 and 150 million viewers in the US.

Last year, 115m watched the Super Bowl when the Chiefs took on the Philadelphia Eagles.

Taylor Swift was at Allegiant Stadium in Las Vegas stadium to watch her boyfriend Travis Kelce, the Chiefs tight end, take home the trophy.

Ms Swift attended her first Chiefs game in September 2023, prompting a media frenzy.

Numerator, the consumer research firm, concluded 20 per cent of the 2024 Super Bowl’s viewers were rooting for the Chiefs because of Mr Kelce’s relationship with Ms Swift after a flash poll.

Bob Bakish, the Paramount chief executive, told CNBC that Ms Swift’s presence at the games “brought incremental value” and said: “I’m sure she hasn’t hurt ratings.”

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