Taylor Swift by the Numbers

Can you put a price on love?

For the Kansas City Chiefs and the NFL, it’s $331.5 million and counting.

That’s the estimated equivalent brand value the organizations have received this year thanks to the budding romance between Taylor Swift and Travis Kelce.

Equivalent brand value, or ad equivalency, is a measurement of how much a brand would have to spend for the same amount of media exposure.

It’s a go-to marketing metric often used to quantify the impact of PR and other earned media efforts.

The stat was published by Apex Marketing Group, which frequently puts out equivalent brand value metrics around trending stories. It’s a great way to be part of the conversation.

Swiftie Stats

But it’s far from the only number helping to contextualize Swift’s impact on the NFL – and pretty much everything else.

Some brands are simply sharing Swift’s impact on sales. There’s the 400% increase in Kelce merch sales, as calculated by the sportswear company Fanatics. There’s the 40% jump in jewelry sales at the craft store Michaels thanks to the friendship bracelet-making trend.

Others are using their unique insights to gauge her broader effect, like the $10 billion in economic impact from Swift’s Eras Tour, provided by the US Travel Association.

Lending Tree took it one step further and fielded a survey that measured her impact on Super Bowl viewing and spending.

There has been no shortage of coverage of the Super Bowl and Taylor Swift. That’s not changing this week. Reporters and outlets are hungry for interesting storylines and unique perspectives to help quantify the global phenomenon that is Taylor Swift.

By providing stats and data, these companies found smart ways to insert themselves into the narrative and drum up a bit of attention and equivalent brand value of their own.