Research data shows that consumers across the generations see Eminem as one of the most desirable Super Bowl headliners.
Only this February, Eminem hit the stage alongside Dr. Dre, Snoop Dogg, Kendrick Lamar, Mary J. Blige and 50 Cent in the first ever hip hop Super Bowl Halftime performance. That winning combination made 29 million households tune in to watch Snoop Dogg, Dr. Dre, and Eminem steal the show this year. The nostalgic hip-hop production helped make the 2022 version of the big game the most watched in five years, with 112 million viewers on average.
There are still months before the next performer will be announced. Still, researchers are already at work, providing insights into consumer preferences and helping big corporations to invest in sponsoring the event.
Sport themed business media Sportico partnered with Luminate, an entertainment analytics company, to build lists of artists who would be well-received for halftime performances based on age and gender. Mind you, this is not a poll, the lists are based on marketing data from tracked online behaviours from different demographics and analyses views, streaming and sales, followers, social media engagement etc.
Apparently, in contradiction with some loud social media opinions, Eminem is listed extremely high among both Gen Z and Millenials. Admittedly, the gender divide is strong as the female audience is not appeared to be invested in seeing Eminem performing at the Super Bowl that much. However, male millennials rate Eminem the highest, choosing him over Kanye West and 2Pac. The preferences among the male audience look as follows:
Millenials’ Super Bowl Halftime Show Artist Choices:
Awareness
1. Eminem
2. Kanye West
3. Britney Spears
4. Shakira
5. Lady Gaga
Likeability
1. Eminem
2. Kid Cudi
3. The Notorious B.I.G.
4. 2Pac
5. Imagine Dragons
Gen Z Super Bowl Halftime Show Artist Choices:
Awareness
1. Drake
2. Post Malone
3. Beyonce
4. DJ Khaled
5. Nicki Minaj
Likeability
1. Roddy Ricch
2. Eminem
3. The Weeknd
4. J. Cole
5. Maroon 5
Sadly, we are unlikely to see Eminem performing solo at the Super Bowl any time soon. However, this research gives us another convincing insight into how impressively relevant Marshall remains as an artist.
