![]() ![]() That’s only $10m shy of Chris Martin’s entire net worth. ![]() If Coldplay wanted to purchase 13 minutes of primo airtime for themselves, they would have to spend $130m. That’s a new record and an increase from $4.5m last year and $4m the year before. Factor 2: The airtime for the halftime performance will be worth $130 millionĬBS announced earlier this year that they would charge advertisers up to $5m for 30 seconds of airtime. If there’s any better opportunity for exposure in the world, we can’t think of it. All of that in one 13-minute performance. This would require them to play a show every day for over 16 years. At the current rate of growth, this year’s Super Bowl could come in close to 120 million.įor some perspective, Coldplay would have to perform in 6,000 sold out 20,000-seat arenas to reach the same number of people. Last year’s game had a record 114.4 million viewers – over a third of the population of the United States. Since then, viewership has increased by nearly 40% and each year and has consistently set a new record over the last, save in 2013 when a blackout interrupted the game’s telecast. ![]() The big change came with Michael Jackson’s earth-shattering performance in 1993, which accompanied an unprecedented spike in viewership numbers.Īfter wavering between 19, the NFL got its bearings and realized what works: One superstar performer to headline the whole show, with some guests sprinkled in from time to time. Factor 1: The Super Bowl keeps breaking viewership records, and the halftime show is a bigger part of the game than everĪs we outlined last year, it was only relatively recently that the Super Bowl halftime show turned into a huge gala instead of a forgettable game break with marching bands and color guards. ![]() With that in mind, how much should Coldplay fork over to the NFL before they take the stage on February 7th? It comes down to a few major factors. Performers should pay them the equivalent of a commission fee.įor the sake of this article, we’re assuming #2 is the correct approach. The NFL’s emerging approach: The NFL is a broker for a performance slot that guarantees exposure to hundreds of millions of viewers, an immediate surge in album sales, dramatically increased show attendance, and numerous other financially beneficial perks. The traditional approach: The NFL needs to hire top talent for the halftime show so they can boost interest in the game, and performers are doing them a favor by offering their services for free.Ģ. To the contrary, it can be interpreted as an advertising platform for the performers’ music and brand – and very likely the biggest and best advertising platform there is.ġ. That’s because the Super Bowl halftime show is far from a regular concert. So, how much money should Coldplay pay to play the Super Bowl halftime show? Spoiler alert: We’re not going as easy on them.Įven though it sounds strange and even outright exploitative at first, the idea of artists paying to play the Super Bowl is not as crazy as it seems. Now it’s time to apply the same treatment to Coldplay. Still, we couldn’t help asking the hypothetical question: If the NFL was right, and performers should pay to play, then exactly how much should they pay? The figure we came to for Katy Perry was $5m – or approximately half of the halftime show’s production costs. All three rejected the NFL’s initial terms, and Katy Perry ended up with the spot through traditional means – that is, playing for free, with the NFL covering production and travel costs. At the time, in 2014, the NFL was seeking a performance from Coldplay, Katy Perry, or Rihanna. Ever since the National Football League first proposed that performers pay to play the Super Bowl halftime show, music and football fans alike have been curious about what’s happening behind closed doors in the lead up to one of the world’s biggest sporting events. ![]()
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