Super Bowl Halftime: Where advertising, NFL ambitions and superstar talent collide

Every year, the U.S. Super Bowl captures more than just the game; it brings together entertainment and advertising in a colossal, record-breaking spectacle. But what’s going on behind the scenes? 

There’s a balancing act between the NFL, the halftime sponsors and the talent performing, each with their own goals and expectations. Let’s dive into this dynamic relationship and explore the history, numbers and unique benefits that drive everyone to one of the biggest U.S. stages in sports.

Goals of each party during the big game

• The NFL: The league aims to expand its reach and keep viewers engaged, boosting the game’s appeal with high-profile entertainment that complements the sports narrative.

• The sponsors: Sponsors seek a major return on investment (ROI) by leveraging the halftime show’s mass appeal to boost brand awareness, increase product recognition and drive sales.

• The talent: Surprisingly, artists don’t get paid directly for performing. They do it for exposure, as the Super Bowl audience gives them access to millions of viewers worldwide. Often, this exposure translates into a spike in music sales, streaming and global recognition.

The push-and-pull dynamic

With these unique motivations, there’s often a push-and-pull effect. The NFL wants to keep its traditional fan base happy while inviting new viewers with a variety of music genres. Sponsor brands want visibility, but they don’t control every aspect of the performance. Meanwhile, the artists want creative freedom but must work within the limitations by the NFL and sponsors.

Why artists perform without pay

While artists don’t receive a performance fee, they benefit from the “Super Bowl bump.” 

After appearing on the halftime stage, artists often see an increase in record sales, streaming figures, and ticket sales for their tours. For example, Jennifer Lopez and Shakira’s 2020 performance led to a 1,013% spike in music streams the following day.

Sponsor metrics: Measuring ROI

For brands sponsoring, the halftime show is more than just a name-drop. They look at metrics like:

• Impressions: How many people are watching, talking about or sharing halftime show content?

• Engagement: Do people remember the brand’s association with the show?

• Sales Impact: Have products seen a bump in sales post-game?

• Brand Awareness: How has the show boosted brand recognition?

Anheuser-Busch and PepsiCo, for example, have been long-time sponsors because of the substantial lift in both brand sentiment and sales that often follows the Super Bowl.

What’s in it for the NFL?

Historically, the halftime show wasn’t an elaborate concert. However, it’s become a “necessary evil” for some within the NFL, but a “welcome addition” for others, as it drives substantial revenue and exposure. The NFL benefits from added viewership, helping to make the Super Bowl the most-watched television event of the year.

Who is the halftime show really for?

Is the halftime show for the fans, the sponsors or the talent? Ultimately, it’s for all three. Fans get a unique blend of music and sports, sponsors get unparalleled visibility and the artists enjoy the global platform. It’s a win-win-win for everyone involved — when executed well.

Did you know the halftime show wasn’t always a superstar-studded affair? Before 1991, college marching bands dominated the slot, but that changed when Disney and Coca-Cola sponsored a New Kids on the Block performance. 

The NFL realized that high-profile acts could pull a broader audience, and PepsiCo stepped in, securing sponsorship rights for the halftime show.

Now, Roc Nation, the entertainment company founded by Jay-Z, partners with the NFL to select talent, steering the show toward popular appeal. This collaboration has modernized the show, bringing in artists like Beyoncé, The Weeknd and Rihanna, which attract a wider, younger audience while still aligning with sponsors’ goals.

The numbers: Why the halftime show packs a punch

Numbers tell a compelling story for the Super Bowl halftime show’s impact:

• Impressions: The 2024 halftime show had over 129 million viewers, making it one of the most-watched performances in history.

• Dollars: Super Bowl ads cost around $7 million per 30-second spot in 2024, while halftime sponsorships bring in millions more.

• Record sales: Artists performing at the halftime show often see an increase in streaming and sales. For instance, after his 2021 show, The Weeknd’s music sales rose 385%.

• Merchandise and brand awareness: Sponsors also use the halftime show to launch limited-edition merchandise, which enhances brand recognition and drives direct sales.

• Ratings: Super Bowl halftime show ratings are nearly on par with, and sometimes even surpass, the game itself, showcasing its powerful draw.

Compared to a traditional 30-second ad spot, the halftime show is a powerhouse for impressions and sustained visibility. A commercial, though still influential, doesn’t have the same cultural staying power or multi-platform reach as a show that gets replayed, streamed and discussed for weeks.

Advertising during the Super Bowl is one of the most powerful ways to build brand awareness and drive engagement. With over 100 million viewers tuning in, Super Bowl ads have a unique reach and lasting impact that few other platforms offer.

Unmatched reach and brand recall

The Super Bowl consistently draws massive audiences, with ads achieving far more impressions than standard TV commercials. According to Nielsen, Super Bowl ads are also 30% more memorable, giving brands a distinct advantage in boosting awareness.

Immediate sales boost and long-term recognition

For brands launching new products or services, Super Bowl ads often lead to immediate sales bumps. 

TurboTax, for example, saw a surge in site visits and new sign-ups after their Super Bowl ad. This kind of exposure is especially valuable for emerging brands or products seeking a broad audience.

Social media amplification

Many Super Bowl ads go viral, generating millions of additional views on social media platforms. The 2022 Coinbase ad with the bouncing QR code is a perfect example, as it drove so much traffic that it temporarily crashed the company’s website. 

Similarly, the 2021 "The Jason Alexander Hoodie" ad by Tide garnered attention for its quirky and humorous take, creating waves on social media.

Budweiser 

For decades, Budweiser has used Super Bowl ads to cement its place in American pop culture. Their 2014 "Puppy Love" ad, featuring a heartwarming story between a puppy and a Clydesdale, became an instant classic, amassing millions of views and shares online.

Old Spice 

The 2010 "The Man Your Man Could Smell Like" campaign revolutionized Old Spice’s brand identity, generating a 125% increase in sales following its Super Bowl debut and going viral on social media.

Pepsi 

Pepsi's iconic 2020 Super Bowl ad featuring the "Halftime Show" with Shakira and Jennifer Lopez created a buzz that resulted in millions of views, further solidifying Pepsi as the go-to soda for Super Bowl entertainment.

While costly, Super Bowl ads offer brands high-impact visibility and cultural relevance that endure well beyond game day.

The Super Bowl halftime show is a unique intersection of sports, music and advertising that brings together the NFL, sponsors and artists. 

Each party benefits in distinct ways, creating a showcase where goals align (and sometimes collide) in front of millions of viewers. This annual performance highlights the intricate relationships and high-stakes investments that make it a key part of American pop culture.