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Super Bowl Halftime Performances Lead to Big Sales Bump For Performers

February 2, 2013 | Posted by Larry Csonka

- As one would expect, performing at halftime of the Super Bowl is good for an act’s album sales. Billboard has complied some numbers related to post Super Bowl sales, here are some examples below…

2012 – Madonna, Feb. 5, 2012: 50,000 pre-orders were placed for Madonna’s MDNA album in its first three days of availability through the close of business on Feb. 5 (the day of the Super Bowl). That same week, her new single moved 115,000 downloads while her catalog of older albums saw a 410% surge in sales (from 5,000 to 26,000 copies). One week later, “Luvin'” sold a further 165,000 downloads (up 44%), while the rest of her songs moved a combined 166,000 (up from 94,000 the previous week).

2011 – The Black Eyed Peas – Feb. 6, 2011
The group’s medley, including guest performances from Slash and Usher, bumped sales for the group. Its then-current album, The Beginning, saw a 35% sales gain in the week ending Feb. 6, jumping to 19,000 sold. The next week, it sold another 31,000 (up 61%). The act’s biggest selling song in either week was “The Time (Dirty Bit)” – which was a then-current release, selling 153,000 the week ending Feb. 13 (up 46%).

2010 – The Who – Feb. 7, 2010: The Who didn’t have new album to promote, but the act saw the biggest sales returns for its Greatest Hits album. In the week ending Feb. 7, its sales rose to 8,000 (up 102%) while the following week, they jumped to 14,000 (up 84%).

2009 – Bruce Springsteen – Feb. 1, 2009: Bruce Springsteen promoted “Working On a Dream,” which was released earlier in the week (Jan. 27). The album sold 224,000 through the week ending Feb. 1, landing a No. 1 debut on the Billboard 200 chart. The next week, Dream fell to the No. 2 slot with 102,000 – down by only 55%, a less weighty drop than what his last album, Magic, experienced in its second week. Magic premiered with 335,000 and then fell by 60% in its sophomore frame.

You can read more about the effect that the Super Bowl performances has on the acts at this link.

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Larry Csonka

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