The highly anticipated Super Bowl LIX matchup between the Kansas City Chiefs and the Philadelphia Eagles is expected to set a new record for television viewership in the United States.
The Chiefs’ presence alone has consistently driven historic numbers for broadcasters, with the past two Super Bowls breaking records.
In 2023, the game reached 115.1 million viewers, and last year, that number soared to an average of 123.4 million, with a peak of 202.4 million people tuning in at some point.
The only television event with a larger audience remains the Apollo 11 moon landing, which captivated between 125 and 150 million viewers.
The Taylor Swift Effect: A New Demographic for the Super Bowl
One of the key factors behind last year’s record-breaking viewership was the “Taylor Swift effect.” The global superstar’s high-profile relationship with Chiefs tight end Travis Kelce has brought a surge of new fans to the NFL.
Data supports this shift—last year’s Super Bowl recorded the highest female audience in history, with women making up 49% of total viewers.
In total, 58.8 million women watched the event, marking a 9% increase from the previous year. Additionally, the 18-34 age group saw a 10% boost compared to 2022.
Celebrity Presence and Advertising Impact
Taylor Swift’s presence at this year’s Super Bowl is highly anticipated, and she likely won’t be attending alone. Last year, she was seen in the VIP suite alongside actress Blake Lively and rapper Ice Spice.
This time, Ryan Reynolds is also expected to join Lively, creating another star-studded spectacle.
Advertisers are already gearing up for what is expected to be another massive audience surge, especially from demographics that traditionally weren’t as engaged with the Super Bowl.
With the event set to take place at the Caesars Superdome in New Orleans, Louisiana, brands are eager to capitalize on this expanded audience base.
