39% of 25-34 Year Olds Said Taylor Swift Influenced Super Bowl Interest

Aside from the game itself and the commercials, there’s another factor that may have had viewers tuning into the Super Bowl this year: Taylor Swift. Although her beau Travis Kelce and his Chiefs were defeated by the Eagles, Swifties were no doubt eagerly watching for shots of her in the stands.

The Measure partnered with MX8 Labs to ask viewers just how much Taylor Swift has influenced their interest in Super Bowl LIX. 

• 19% of total survey respondents said Swift’s presence at the Super Bowl exudes “a lot of influence” on their interest in the game. 
• That share jumps to 39% among 25-34 year olds — a sweet spot of Swiftie fandom. 
• 28% of Black respondents said Swift has greatly influenced their Big Game interest. 

Check out more Super Bowl insights from Measure partners in our special Super Bowl hub.