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 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 5 of the more recent performances and analyzed them 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!
- Avg. Subscriber increase-rate: 1.18K
- Avg. Views rate: 784.86K
- Avg. Subscriber increase-rate: 0.55K
- Avg. Views rate: 703.68K
2# LENNY KRAVITZ
Lenny Kravitz 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!
- Avg. Subscriber increase-rate: 781
- Avg Views rate: 764.12K
- Avg. Subscriber increase-rate: 1.07K
- Avg. Views rate: 807.59K
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.
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.
- Avg. Subscriber increase-rate: 10K
- Avg Views rate: 4.16M
- Avg. Subscriber increase-rate: 6.83K
- Avg. Views rate: 3.47M
Check our research on Kevin Spacey’s let me be frank.
4# LADY GAGA
- Avg. Subscriber increase-rate: 3.14K
- Avg Views rate: 542.21k
- Avg. Subscriber increase-rate: 0.77K
- Avg. Views rate: 366.15k
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 is the only other 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.
- Avg. Subscriber increase-rate: 3.95K
- Avg Views rate: 32.35k
- Avg. Subscriber increase-rate: 98.90K
- Avg. Views rate: 29.51k
Interesting to note as well, that Timberlake’s performance is widely considered as one of the worst in the super bowl history!
The data doesn’t show that performers receive a bump 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.