Super Bowl 2024: 20% of Viewers Say They Rooted for the Kansas City Chiefs Because of Taylor Swift
variety.comTodd Spangler NY Digital Editor How big was the Taylor Swift effect on the Super Bowl? Her impact on viewership of CBS’s Super Bowl LVIII telecast will continue to be debated even after ratings for TV’s biggest event of the year come out.
But it’s undeniable that Swift — who jetted from Tokyo to Las Vegas to cheer on beau Travis Kelce and the Kansas City Chiefs in Sunday’s Super Bowl — has ratcheted up interest in the NFL and is responsible for recruiting a new cadre of fans to pro football.
Here’s a new data point on the Swift-ization of the NFL: 20% of 2024 Super Bowl viewers said they were rooting for the Chiefs because of Kelce’s relationship with the global superstar, according to a flash survey conducted by consumer research firm Numerator.
The poll was taken after the Chiefs clinched a 25-22 overtime defeat of the San Francisco 49ers. Overall, 48% of viewers surveyed said they were cheering for the Chiefs, compared with 37% for the 49ers and 13% for neither team (with the remainder in the “don’t know” category).
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