Files
Abstract
The purpose of this thesis is to test the effectiveness of NFL Super Bowl halftime show performances and the ways in which Super Bowl performers are benefitted by their Super Bowl appearance. The study analyses the halftime show’s effect on the most recent years of super bowl performers to understand how these performers’ popularity and fanbases are impacted by their halftime shows. It builds on the previous research regarding Super Bowl halftime performers by extending the timeframes of before and after the Super Bowl to understand the long-term and lasting effects of an artist’s performance. The study also uses popularity measures such as followers across several different platforms and listeners on music streaming services in order to gain a better understanding of a performer’s popularity as opposed to solely analysing music sales and consumption for these artists. The findings of this study confirm the findings of previous literature and suggest that Super Bowl halftime show performances could have lasting beneficial impacts on an artist’s overall popularity and fanbase growth.