Paid by exposure: The irony of how Super Bowl halftime performers earn

Being one of the most watched events on the planet, the Super Bowl commands a high price for an advertising spot.

Numerous millions of people stay up late to witness the exciting NFL season finale.

Big businesses spend millions of dollars to secure a highly sought-after advertising spot, even a 30-second spot may be extremely expensive. This year’s Superbowl’s 30-second commercials cost companies a record $7 million, according to AdAge.

Additionally, it was apparently the most expensive Super Bowl LVI ticket average ever this year. Upper-deck tickets were an outrageous $7,807 on average, and VIP seats were $81,800.

Despite this, the halftime show is one of the most exciting aspects of the Super Bowl.

Every year, the NFL enlists some of the best musical acts to put on a jaw-dropping display. Millions of people across the world have watched Super Bowl halftime shows by artists like Beyoncé, Paul McCartney, and Lady Gaga. For this reason, many musicians dream of the day they would be asked to perform their own 13-minute concert.

The enormous payday, however, is not what persuades musicians to perform at a Super Bowl halftime show. In reality, there isn’t even a pay day.

The artists of the Super Bowl halftime show aren’t paid for their performances, which may surprise some people. Instead, the NFL foots the bill for all costs related to staging the halftime performance, including travel expenses.

So, how do they earn?

As it is one of the most anticipated and watched events in the US and streaming in over 180 countries, performers can earn money from other sources throughout.

Since Rihanna had not put out a single in a while until recently, her appearance is anticipated to boost her rankings across all streaming services, possibly earning her a sizable sum of money.

For instance, according to Billboard, The Weeknd’s music sales increased by 385% after his 2021 performance. His song streams on services like Apple Music and Spotify jumped by almost 41%.

This year, before the big game, the founder of Savage x Fenty unveiled a 17-piece Super Bowl-inspired collection, which featured her take on a traditional football jersey and a T-shirt that read: “Rihanna concert interrupted by a football game, weird but whatever.”

Additionally, the musician partnered with tech giant Apple in a deal that may have been worth millions.




AM Live

AM Live is NTV's morning current affairs show that sets the agenda for the day with insightful panels every weekday.


Business Redefined

Business Redefined is Kenya’s premier thought leadership platform for unpacking matters regarding economic and finance policy as well demystifying complex developments in the region’s capital markets.


A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula

Full Episodes

A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula

Gumzo La Sato

Gumzo La Sato is a live social issues show that aims to create awareness about issues affecting the larger society. The discussions range from Parenting, Marital bliss and struggles, Oppression, violence, and all matters of the Heart.

Health Diary

Health Diary is a weekly show that highlights different types of diseases/conditions and seeks ways to prevent, treat/manage them. The show debunks this through real life stories and also feature specialists in different fields, to offer medical advice on the same.

Letter To My Younger Self

Letter To My Younger Self is a podcast where guests get to write a letter to their younger self, from which Maxine formulates questions to ask them during the hour-long show.

Mazao Talks

Mazao looks at agriculture and agribusiness

Nation Reports

Nation Reports is a weekly podcast offers an opportunity for listeners to interact with various reporters and journey with them as they unravel the biggest most emotive stories.

One Health Lens Podcast

Discussing health matters and human stories from Kenya and across Africa. We talk big picture from people to policy, ecosystems, and everything in between. Follow us on LinkedIn: https://www.linkedin.com/company/onehealthlens

Paradise Lost

Paradise Lost peeks through the story of Louis Otieno, the times, and everything in between.



Speaking of GEN Z

Speaking of Gen Z brings you entertaining but meaningful conversations about a generation that is trying to navigate through adulthood. Join hosts Michelle, Jackie and Esther as they unravel all things Gen Z.

Sport On

Sport-On is a 30-minute sports magazine show on NTV and 3 hours on NATION FM. The show seeks to give the sports “fanatics” and “funatics” comprehensive and in-depth coverage of sports both locally and internationally.


The extent of technological growth is beyond mere acknowledgment; it has seamlessly integrated into our daily existence. A few years ago, the notion of paying electricity bills through mobile money or recharging with 'tokens' in Kenya seemed inconceivable. Online product sales were considered distant, and artificial intelligence is rapidly reshaping various facets of our lives. Amidst these technological leaps, those with a solid understanding of tech can navigate challenges, seize opportunities, and build a sustainable livelihood. Tech over Show aims to be the platform facilitating discussions among thought leaders, innovators, tech companies, and the government, addressing challenges and opportunities in Kenya's thriving tech industry.


Thamani is a business show which is dedicated to emerging issues regarding micro, small and medium size businesses.

The Politalk podcast

This is The Politalk podcast. Here we look into the ins and outs of everything Kenyan politics. We pull no punches and have no reason to sugarcoat anything that matters to Kenyans.

The Trend

A two-hour-long live show that airs on Fridays. The show focuses on what is current in the entertainment industry, controversial and popular across all media platforms targeting those aged between 25 and 35 years.

The trend podcast

The trend podcast highlights and captures the best of banter from #TTTT segment that airs every Friday on NTV. It's the TTTT EXTRA

The Wicked Edition

The Wicked Edition with Dr. King’ori seeks to address serious issues through humour and relatable wit. It is a two-part half hour show filmed in front of a live audience


A collection of our premium content. Diam curabitur vehicula A collection of our premium content. Diam curabitur vehicula


Twende is a travel show that highlights beautiful, unique, diverse locations, people, and cultures. The show offers fresh perspectives on familiar locations and memorable experiences in new ones.


This Saturday evening lifestyle show lets viewers share their stories and life experiences as openly & honestly for the purpose of shifting the culture of silence.

VIP Access

VIP ACCESS is Anyiko Owoko’s YouTube and podcast show on Music and Culture dedicated to promoting Africa’s most promising talent and creatives. This podcast grants you VIP access into timeless interviews while providing a platform for rising as well as established artists across the continent. Since launching in 2018, Anyiko has interviewed over 70 African music stars.


This weekly news show aims to have all sides of debate but not be constrained by it, listen to main voices in the contest but not allow them to hold the viewers hostage, entertain debate but allow push back with all due respect.

When death do us part

In this podcast, three widowers openly speak about the process of grief, how they found themselves exposed to the emotional turmoil of losing their wives, and how society still does not know how to deal with them.

Your World

Your World is a health, wellness and variety show. It provides a platform for audiences and experts to share their experiences on how to improve or manage health issues, across Kenya and the Africa region.