Rihanna’s makeup touch-up during her Super Bowl halftime performance has reportedly earned her brand Fenty Beauty US$5.6 million in media impact value in the first 12 hours.
It’s a known fact that the performers at the Super Bowl half-time show are not paid. But with more than 100 million viewers (the 2023 Super Bowl match received 113 million viewers, and the half-time show averaged 118.7 million viewers, according to Fox) the performers are exposed to a huge audience, and generally see some immediate benefits.
When Lady Gaga performed in 2017, her album and song sales increased by 1000%. Jennifer Lopez received 2.3 million new followers across her social media after her 2020 performance.
Rihanna, who performed solo at the 2023 half-time show, also saw some immediate benefits. When the singer blotted her face using Fenty Beauty’s Invisimatte Blotting Powder, Google searches for Fenty Beauty increased 883%, according to Cosmetics Business. Searches for ‘is Fenty safe for pregnancy’ also surged 3,333%.
That’s not all – in the 12 hours following Rihanna’s performance, the popstar (and billionaire) generated US$88.3 million in media impact value, according to brand performance tool, Launchmetrics. That’s 27% of the total Super Bowl’s coverage.
(Media Impact Value (MIV) is calculated using an algorithm developed by Launchmetrics, that analyses quantitative and qualitative data to determine the value of a media marketing action on brand image. It assigns a monetary value to marketing campaigns to calculate the return on investment of a marketing strategy.)
Fenty Beauty mentions within the Super Bowl (including that 3 second blotting act) generated a total of US$5.6 million in MIV within the first 12 hours. Her second pregnancy announcement garnered US$14.7 million in MIV in the first 12 hours, compared to her first pregnancy which garnered around double that in 48 hours.
Her all-red ensemble also generated significant MIV for the brands she wore. The red bodysuit by Loewe earned the brand US$2.4 million worth of mentions, her Alaïa coat garnered US$1.7 million and her MMG X Salomon sneakers earned the brands US$1.3 million and US$602,000 respectively.
Comparatively, when Kendrick Lamar performed in 2022 wearing Louis Vuitton, he generated US$1.1 million in MIV after an entire week, with the NFL’s Instagram post of the singer generated US$323,000 of that. The top four brands in terms of MIV after the 2022 performance were Nike (US$2.5 million), Tiffany and Co (US$1.7 million), Louis Vuitton (US$1.6 million) and Dundas (US$1.4 million).
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