Kendrick Lamar, Taylor Swift Video Audience Overlaps By Just 8%
With Kendrick Lamar headlining the halftime show and Taylor Swift cheering on the Kansas City Chiefs, the game brings together two fan bases with limited overlap – creating a real opportunity for the NFL, as Tubular Labs data highlights.
The two big music storylines around Super Bowl LIX could wind up providing an interesting meeting of disparate audiences. With Kendrick Lamar headlining the halftime show and Taylor Swift cheering on the Kansas City Chiefs, the game brings together two fan bases with limited overlap – creating a real opportunity for the NFL, as Tubular Labs data highlights.
- On YouTube, Kendrick and Taylor's audiences only have an 8% overlap over the last six months – which opens up opportunities for the NFL, but also publishers and brands that want to make inroads with audiences they aren't otherwise exposed to.
- Interestingly, SZA – who will appear during halftime as well – has 17% overlap with Swift's YouTube audience.
- Even more than a year into the Taylor Swift/Travis Kelce relationship, there still isn't strong overlap between her audience and the NFL's; it's just 7%, while SZA is 4% and Kendrick is 13%.
- You could argue that all of those figures are low but as a result, they're broadening the reach of the Super Bowl and the NFL's growth (and vice versa).
