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CNN –
The ratings are the result of a broadcaster’s wildest dreams.
NBC said Monday that the Chiefs-Jets thriller, which featured Taylor Swift and a star-studded crew as the pop star’s relationship with tight end Travis Kelce blossomed in the public eye, averaged a whopping 27 million viewers, making it the most-watched Sunday has been a show since the Super Bowl in February.
The broadcast, which saw an increase of more than 2 million female viewers, undoubtedly owes its record numbers to Swift, whose presence once again generated excitement that effectively eclipsed the game itself.
At peak times, a whopping 29.4 million viewers watched the game on linear television and streaming platforms, according to NBC. According to Nielsen Fast National data, the ratings were driven in part by an increase in female viewership, including a 53% increase among teenage girls. NBC, which leaned heavily on Swift’s appearance and provided her with live footage throughout the game no less than 17 timessaid it was the most-streamed NFL regular-season game ever.
In comparison, the 2022 World Series received less than half the audience, with 12.8 million viewers for the final Game 6 of the series. And the decisive game of the 2023 NBA Finals attracted an average of 13.1 million viewers. Big numbers, no doubt, but nowhere near the extraordinary attendance of Sunday’s game in East Rutherford.
The ratings bonanza is another data point that underscores the massive entertainment force Swift has become in recent years. The pop icon’s Swifties fan base has grown so large that she’s now capable of eclipsing Sunday Night Football.
The NFL is, of course, happy about Swift’s newfound love of pigskin, which has also led to a dramatic increase in merchandise sales. On one of his social media accounts, the cover photo on Monday was a series of photos of an expressive Swift at the game. That’s why the NFL’s bio read, “We had the best day with you today,” a clear reference to Swift’s song “The Best Day.”
Swift seems to have moved into a league of her own and is no competition to anyone. Over the summer, she became the first artist to reach 100 million listeners on Spotify. Their “Eras Tour,” which Ticketmaster summoned before Congress, has boosted the economy (even the Federal Reserve has taken note) and could ultimately lead to $5 billion in consumer spending. And her upcoming concert film looks set to be a global cinema blockbuster, with analysts even a little weary of making concrete predictions given her ability to consistently exceed expectations.
There are celebrities, and then there’s Swift, a modern-day King Midas who dwarfs other high-achieving stars in comparison.
And while Swift’s ability to attract huge – and young – audiences is unmatched, it’s also a reminder of the powerful appeal of live sporting events, as rare eight-figure viewership numbers continue to tune in to join Will in experiencing a rollercoaster of emotions – or not – these are exciting moments.
This unprecedented draw is no secret to the media giants who pay huge sums for multi-year broadcast rights. But as the pay-TV landscape continues to disintegrate, high-priced sports rights are an increasingly scarce way to attract large audiences. And as the landscape continues to rapidly shift from linear to streaming, rights holders face a major dilemma: pay to broadcast the games and pocket the advertising pot at the end of the rainbow, or watch competitors (and Swift) have big nights on Sunday.