‘The Taylor Swift Bowl’ TV ratings are out — and the NFL should be ecstatic

The Swifties have found their way into the NFL.

The most viewed telecast of NFL’s Week 3 broadcast — raking in 24.3 million average viewers — was Fox’s 4:25 p.m. Eastern Time broadcast of the blowout win of the Kansas City Chiefs over the Chicago Bears.

The Chiefs were once up 41-0 in this game between the defending Super Bowl champions and last season’s worst team, but the game still drew the largest television audience driven by the star power of Taylor Swift.

Related: The NFL is exploring another crucial growth opportunity

Swift sat in a suite beside Travis Kelce’s mother, Donna, cheering on the Chiefs.

The 24.3 million viewers is actually down versus last year’s number for a similar time slot, according to Front Office Sports. But the positive for the NFL should be the new audience that Swift and Kelce’s brewing romance has brought in. 

Viewership was reportedly up 8.1% in the female 12-17 demographic for the game, while Roku TV data showed that the game had a 63% increase in female viewership in the 18-49 age range.

Swift effect (?)

SOURCE: pretty much every demo was down for FOX’s 4:25P NFL window (mix of Bears/Chiefs & Cardinals/Cowboys) week/week, with the exception of the female 12-17 demo, which was up 8.1% (1.87 rating v 1.73)

— Sports TV Ratings (@SportsTVRatings) September 26, 2023

Sports leagues have stressed the desire to attract a newer audience, with many looking to appeal to the younger demographic. The NFL itself is doing this with their alternative broadcasts on Nickelodeon and Disney+.

The NFL is also building its international audience, already exploring more locations for its International Series and also adding an additional roster spot next season for international players.

Many sports leagues have tried to copy the success Formula 1 has received through its Netflix series “Drive to Survive” largely because of its ability to unlock a female audience for the sport.

The question remains though whether this uptick is sustainable — and so is Kelce and Swift’s relationship.

Related: ESPN, Disney challenging CBS with new alternative NFL broadcast

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