The halftime show made a big impact from its first announcement to game day. Across Facebook, Twitter, Instagram, and TikTok on Sunday, we saw 5.5 million actions on content mentioning the halftime show in general1, up 15% from last year, and 12 million actions on content mentioning Rihanna herself2.
Rihanna was also the #1 trending topic on Twitter the night of the Big Game, with some even rebranding it as the #FentyBowl.3
The exposure Rihanna got from this performance extended beyond just her music, we also saw a spike in video views and actions for her brand Fenty Beauty on social following the show.4
@fentybeautyB*tch betta have my #INVISIMATTE ♬ original sound - Fenty Beauty
View this post on Instagram A post shared by fentybeauty(@fentybeauty)
A post shared by fentybeauty(@fentybeauty)
Apple Music, the halftime sponsor, saw a huge spike in interest in the days leading up to the game with their promo videos featuring Rihanna's music.5
@applemusicrun this town. @rihanna @rocnation @nfl @nflonfox #SBLVII #AppleMusicHalftime ♬ original sound - Apple Music
View this post on Instagram A post shared by applemusic(@applemusic)
A post shared by applemusic(@applemusic)
View this post on Instagram A post shared by shakira(@shakira)
A post shared by shakira(@shakira)
@entertainmenttonightWho will Rihanna bring out during her Super Bowl Halftime Show performance? #rihanna #superbowl #halftimeshow ♬ original sound - halftimeshow
@enews#Rihannais the MVP for this advice. #SuperBowlLVII ♬ original sound - E! News
View this post on Instagram A post shared by parrisgoebel(@parrisgoebel)
A post shared by parrisgoebel(@parrisgoebel)
@alixearleWHAT IS LIFE .. I'll give you guys all the tea #grwm #superbowl #rihanna #umiami ♬ original sound - alix earle
We’ll be continuing to share updates with key insights about the game this week so be sure to check back at comscore.com/insights.
For more in-depth data points, get in touch here.
Sources:
1. Comscore Social Powered by Shareablee, Content Pulse, content mentioning “half time” or “halftime” or “half-time”, Facebook, Instagram, Twitter, TikTok, February 12, 20232. Comscore Social Powered by Shareablee, Content Pulse, content mentioning “Rihanna” or “Rhianna” or “@badgalriri” or “fenty”, Facebook, Instagram, Twitter, TikTok, February 12, 20233. Comscore Total Digital, Top Twitter Trends, February 12, 20234. Comscore Social Powered by Shareablee, Metrics & Trends, Facebook, Instagram, Twitter, TikTok, Fenty Beauty, February 20235. Comscore Social Powered by Shareablee, Metrics & Trends, Facebook, Instagram, Twitter, TikTok, Apple Music, February 20236. Comscore Social Powered by Shareablee, Content Pulse, content mentioning “half time” or “halftime” or “half-time”or “Rihanna” or “Rhianna” or “@badgalriri” or “fenty”, Facebook, Instagram, Twitter, TikTok, February 12, 2023
Numbers are reflective of in-platform numbers as of February 15th, 2023.