You’ve seen it — and probably have experienced it — when companies offer lower prices or additional services for new customers while not rewarding those loyal to the brand. It feels wrong when you’re a loyal customer and and watch as newcomers get a better rate and/or better perks than you.
Hold that thought as you ponder the Super Bowl halftime show…
The predominant age of Super Bowl viewers skews middle-aged and older adults. Recent audience insights reports describe the average age of Super Bowl enthusiasts as around 49 years old. For Bad Bunny fans, the audience is significantly younger (13-23 dominate).
This age contrast is part of why Bad Bunny’s halftime performance was a strategic pick for the NFL—to help attract younger viewers amid the league’s traditionally older core TV audience.
This broader reach increases brand investment.
Ad inventory sold out faster this year at premium prices — $7-8 million (or more) for a 30-second slot — as brands compete for exposure. I love Super Bowl ads but I’m not a fan of Bad Bunny. That means that even if I tune out during the halftime show, I’ll still catch the latest ads being delivered.
Then you have placement tactics to target female-skewed audiences — ads that resonate with both males and females — so they discuss (and buy) the product/service.
Will choosing Bad Bunny generate loyalty to the NFL?
I don’t think so… but I do think it is a win for advertisers.
What year was your favorite Super Bowl halftime show?
For the record, the last family-friendly/kid-safe event was Katie Perry’s 2015 show. Since that time, shows have leaned toward bigger spectacles with edgier elements.
Now you know: Michael Jackson’s performance at Super Bowl XXVII (1993) is widely regarded as the transformative moment that elevated the halftime show to a major cultural event. Jackson’s solo performance (including “Heal the World”) held the record for decades and remains iconic.