NFL Networks NBC, ESPN, Fox, and CBS have been asked to promote Taylor Swift's upcoming movie for free, according to inside sources. Both ESPN and NBC complied with the request and aired promos for Swift's movie during their pregame shows on Sunday and Monday. ESPN featured the promos during "Sunday NFL Countdown" and "Monday NFL Countdown," while NBC showed them on its pregame show, "Football Night in America," prior to the Chiefs-Jets game, which Swift attended. NBC also aired a paid Swift commercial during the game. It is estimated that these 30-second spots would typically cost close to a million dollars for a "Sunday Night Football" game. However, Fox and CBS did not use the promo last week as neither network had the Chiefs playing on their air. CBS will have the Chiefs-Vikings game on Sunday at 4:25 p.m.
The motive behind the NFL's focus on Swift is still unclear. While she is undoubtedly the biggest pop star in the world, her impact on TV ratings is debatable. For instance, the Chiefs-Jets game on Sunday drew 27 million viewers, but this can be attributed more to the defending champions playing against a team from the largest media market than Swift's presence. The female teen demographic only saw a modest increase of 40,000 viewers compared to the previous week's game. TV executives speculate that the NFL's interest in Swift centers around securing her for the Super Bowl halftime show. Swift has never performed at the event, possibly due to her endorsement deal with Diet Coke, which used to sponsor the halftime show. However, with Apple Music now presenting the halftime show and Swift having recently done ads for them, the possibility of her performing at the Super Bowl has increased.
The NFL has been actively promoting Swift's interest in attending games, featuring her on their social media platforms and even referring to the Chiefs as "2-0 as swifties" in their bios. The league is eager to maintain a positive relationship with Swift, as evidenced by their willingness to grant her free commercial time. Although the networks were not obligated to comply with the NFL's request, ESPN and NBC decided to promote Swift's movie despite having no known business relationship with her. The NFL's efforts to stay on Swift's good side have not gone unnoticed, with some critics arguing that the league is going overboard with its emphasis on Swift and her rumored relationship with Chiefs tight end Travis Kelce.
Kelce himself acknowledges that the NFL may be exaggerating the situation, stating on his podcast that they are "overdoing it a little bit." While he appreciates the added atmosphere and excitement that Swift's presence brings to games, Kelce believes that the focus should remain on the sport itself. Despite this, the NFL continues to defend its decision to highlight the Kelce-Swift connection, stating that it is part of their efforts to merge sports and entertainment. The league maintains that the majority of their content still revolves around the game, with references to other events like the "Toy Story Funday Football alt-cast."
As the Chiefs prepare to face the Vikings on Sunday, all eyes will be on Swift to see if she attends her third consecutive Chiefs game. The ongoing saga between the football star and pop icon has garnered significant attention, creating headlines across the media. Kelce, while taken aback by the attention, admits that he cannot be mad at how it has unfolded.
