Seven’s broadcast of the Kansas City Chiefs victory over the San Francisco 49ers in the Super Bowl LVIII reached 2.7 million Australians across Seven and 7plus, up 43% on 2023. The game itself reached 2.55 million viewers.
The Super Bowl 2024 had an average national total TV audience of 800,000, up 67% from last year. Meanwhile, BVOD viewing soared with the live stream on 7plus, delivering 128% growth year-on-year with 37.7 million minutes streamed.
The game drew plenty of attention both on and off the field with the arrival of Chiefs Tight End Travis Kelce’s megastar girlfriend, Taylor Swift.
Taylor Swift and Travis Kelce at the Super Bowl
Lewis Martin, managing director Seven Melbourne and head of network Sport, said: “The biggest stars on the biggest stage, in front of record audiences: Super Bowl LVIII on Seven and 7plus had it all.
“Super Bowl is one of the world’s greatest sporting spectacles, and while we think our American friends can take a leaf or two out of our AFL broadcasting playbook, Seven’s NFL coverage only keeps growing, smashing last year’s already strong audience record across broadcast and digital.”
Gereurd Roberts, Seven West Media chief digital officer, said: “The Super Bowl is yet another excellent example of 7plus’ power to bring mass cultural moments – from around the world – live and free to all Australians.
“This year’s massive numbers are a testament to both Australians’ appetite for digital sport content delivered where and how they want it, and the power of a market-leading user experience that takes them inside the heart-racing moments shaping the global sport and culture conversation.”
Taylor Swift with Travis Kelce’s mother Donna
Swift’s appearance at NFL games since going public with Kelce in October 2023 has created well over $122 million of brand value for the NFL, MarketWatch reported. She has also been credited with a boost in viewership from women, with Nielsen reporting a rise of 8.1% among 12 to 17-year-old girls watching the sport.
Her participation in the NFL has also been linked to a rise in health and beauty brands buying advertising during the Super Bowl, including L’Oréal, Nyx Cosmetics, e.l.f Cosmetics, Cera Ve and Dove.
See also: Are you ready for it? Mediaweek takes a look at the brands jumping on the Taylor Swift bandwagon