The Super Bowl halftime show has been a huge part of the American and global culture ever since Michael Jackson produced arguably one of the most memorable performances in the 1993 super bowl.

Interestingly, the NFL (National Football League) has never paid an artist to perform during the Super Bowl despite being able to attract top tier celebrities like Lady Gaga, Beyonce, Coldplay and more!

The rationale the NFL gives is that the halftime show is seen by more than 100 Million people around the world and this free publicity allows the artists to generate huge revenues and increase their traction in terms of listeners, viewers and so forth.

At Mintrics – a unique social video analytics platform, we decided to look at the data to determine if there was, in fact, a “Superbowl Bump” that artists receive

We took the 5 recent performers and analyzed their performance in terms of video content on social before and after their appearance in the Halftime show. The results were eye-opening, to say the least.

Singers Views/Subscriber Status Pre & Post Super Bowl Show

1# KATY PERRY

Katy Perry received an initial minor bump but then saw a 10% decrease in viewership and subscriber base during the post-super-bowl appearance period while theoretically, one would assume that she would be climbing the charts after the show!

Pre-Performance:

  1. Avg. Subscriber increase-rate: 1.18K
  2. Avg Views rate: 784.86K

Post-Performance:

  1. Avg. Subscriber increase-rate: 0.55K
  2. Avg. Views rate: 703.68K
Katy Perry Super Bowl Show Stats

Chart showing Katy Perry’s viewership/subscriber status before and after super bowl halftime show appearance at 13, Sep 2016

2# LENNY KRAVITZ

lenny kravits super bowl halftime show bump mintrics

Lenny Kravitz is the only artist from those we measured that has received a bump post-halftime appearance.

Kravitz reached his peak in both views and subscriptions after his halftime performance at the Super Bowl in 2016!

Pre-Performance:

  1. Avg. Subscriber increase-rate: 781
  2. Avg Views rate: 764.12K

Post-Performance:

  1. Avg. Subscriber increase-rate: 1.07K
  2. Avg. Views rate: 807.59K
lenny kravits super bowl halftime show bump stats

Chart showing Lenny Kravitz’ viewership/subscriber status before and after super bowl halftime show appearance at 13, Sep 2016

With an artist who has been around for as long as Kravitz. Perhaps it was a good opportunity to reintroduce himself to a younger generation who didn’t grow up on his music!

Some authorities predict that the NFL will choose similar singers for next year’s show so it’d be a win-win situation. Don’t you think it’s better if the NFL goes for more country/rock stars to perform the show?

3# MISSY ELLIOT

It appears that Missy Elliot may have been better off watching the Superbowl from her couch! Her subscriber and viewership rate decreased nearly 20% post her halftime performance. 

Pre-Performance:

  1. Avg. Subscriber increase-rate: 10K
  2. Avg Views rate: 4.16M

Post-Performance:

  1. Avg. Subscriber increase-rate: 6.83K
  2. Avg. Views rate: 3.47M
Missy elliott super bowl halftime show bump mintrics research

Chart showing Missy Elliott’s viewership/subscriber status before and after super bowl halftime show appearance at 13, Sep 2016

Check our last research on Kevin Spacey’s let me be frank.

4# LADY GAGA

Pre-Performance:

  1. Avg. Subscriber increase-rate: 3.14K
  2. Avg Views rate: 542.21k

Post-Performance:

  1. Avg. Subscriber increase-rate: 0.77K
  2. Avg. Views rate: 366.15k
lady gaga super bowl halftime show bump mintrics research

Chart showing Lady Gaga’s viewership/subscriber status before and after super bowl halftime show appearance at 5, Feb 2017.

As is evident in the graph above, Lady Gaga amazingly witnessed 8% decrease in terms of views of her video content on YouTube as well as a slight dip in her subscriber base post performing in the Super Bowl halftime show!

5# JUSTIN TIMBERLAKE

Justin Timberlake's viewership/subscriber status before and after super bowl halftime show

Justin Timberlake is the only artist from those we reviewed to receive a super bowl bump with an 85% increase in viewership post-Super-Bowl appearance. However, neither his views or subscribers increase was maintained after the show.

Pre-Performance:

  1. Avg. Subscriber increase-rate: 3.95K
  2. Avg Views rate: 32.35k

Post-Performance:

  1. Avg. Subscriber increase-rate: 98.90K
  2. Avg. Views rate: 29.51k
Justin Timberlake's viewership/subscriber status before and after super bowl halftime show

Chart showing Justin Timberlake’s viewership/subscriber status before and after super bowl halftime show appearance at 4, Feb 2018.

Interesting to note as well, that Timberlake’s performance is widely considered as one of the worst in the super bowl history!

CONCLUSION

The data doesn’t show that performers receive a bounce after performing in the super bowl halftime show. In fact, it shows a decrease – which leads to the question, why are these artists performing for free?

This was an internally curated research using Mintrics’ API. Subscribe to our newsletter to receive our 2018 video stats wrap-up report.