Popular Music Adds Screen Time to the Big Game

Tuesday, January 29, 2013

by Brianna Willard '13

What could spark more interest than the Super Bowl XLVII game this year is the eagerly anticipated halftime performance of Grammy Award winner Beyoncé.

Following her invitation to sing the national anthem at the Presidential Inauguration and with 16 Grammy Awards and 44 nominations around her “Halo,” it is no wonder Beyoncé was chosen to perform at the Super Bowl XLVII halftime show.  Many question, though, will the rumors of her lip-syncing the Star Spangled Banner at the Inauguration affect her upcoming Super Bowl performance?

David Allan, Ph.D., an entertainment marketing expert from Saint Joseph’s University in Philadelphia, believes the performer’s recent exposure at the Inauguration will garner newer interest.  With the increased attention will come heavier focus on the television screens during halftime.

“A good halftime show can keep people watching the commercials instead of going to the bathroom,” says Allan.

He also says the performances during halftime for this year’s Super Bowl aren’t the only musical aspect consumers should hone in on, the commercials will be very important, as well.  In a recently completed study, Allan found that the number of commercials that used popular music reached a high of 37.1% in 2012, from 16.4% in 2002.

“Popular music continues to be an important player in the Super Bowl,” he says.  “Commercials [with popular music] have so much power to get the attention of the consumer, especially when it is their favorite song.”

Allan, an associate professor of marketing at Saint Joseph’s, has more than 20 years of experience in media and ethics. In 2004, he was appointed to a National Association of Broadcasters (NAB) Subcommittee on Indecency following the Janet Jackson Super Bowl incident. He can be reached for comment at dallan@sju.edu, at 610-660-1637 or by calling University Communications at 610-660-1355.

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