Super Bowl 2024 attracted an impressive 39 million viewers, marking a six percent increase from the previous year, and Taylor Swift’s involvement played a significant role in the heightened interest surrounding the event.

Initial reports from Samba TV, as cited by TV Technology, indicate a substantial surge in viewership for the clash between Travis Kelce’s Kansas City Chiefs and the San Francisco 49ers, culminating in a thrilling 25-22 victory for the Chiefs.

This year’s Super Bowl achieved the highest TV viewership in six years, ranking as the third most-viewed Super Bowl of all time. The halftime spectacle headlined by Usher drew 30.1 million households, surpassing the previous year’s performance by Rihanna by five percent.

Ashwin Navin, CEO of Samba TV, highlighted the multiple factors fueling the game’s unparalleled buzz, including a record-breaking ad spend and what he termed the “Taylor Swift effect.” Swift’s presence, combined with the success of last year’s halftime show on Apple Music, contributed to the remarkable turnout, with the halftime show attracting five percent more viewers compared to the previous year.

Notable commercials, including those for Poppi, Verizon, and Snapchat, captivated audiences, each drawing 29.1 million viewers. Swift’s exuberant celebration with Kelce on the field following the Chiefs’ victory further underscored her impact on the event.

Kelce’s impassioned declaration of “Chiefs Kingdom” and his pledge for a return to the Super Bowl next year resonated deeply with fans, adding to the overall excitement. Swift, who rushed back from Japan to attend the game after a string of performances as part of her Eras tour, made a memorable entrance alongside companions Blake Lively and Ice Spice.

The jubilant scene in the suite, complete with spilled popcorn and drinks, featured a gathering of Travis Kelce’s family, Taylor Swift’s parents and brother, and other close friends, exemplifying the camaraderie and fervor surrounding the historic Super Bowl affair.