Rihanna Shines at Halftime and on Social

The halftime show made a big impact from its first announcement to game day. Across Facebook, Twitter, Instagram, and TikTok on Sunday, we saw 5.5 million actions on content mentioning the halftime show in general¹, up 15% from last year, and 12 million actions on content mentioning Rihanna herself².

Rihanna was also the #1 trending topic on Twitter the night of the Big Game, with some even rebranding it as the #FentyBowl.³

The exposure Rihanna got from this performance extended beyond just her music, we also saw a spike in video views and actions for her brand Fenty Beauty on social following the show.⁴

Apple Music, the halftime sponsor, saw a huge spike in interest in the days leading up to the game with their promo videos featuring Rihanna's music.⁵

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We’ll be continuing to share updates with key insights about the game this week so be sure to check back at comscore.com/insights.

For more in-depth data points, get in touch here.

Sources:

1. Comscore Social Powered by Shareablee, Content Pulse, content mentioning “half time” or “halftime” or “half-time”, Facebook, Instagram, Twitter, TikTok, February 12, 2023
2. Comscore Social Powered by Shareablee, Content Pulse, content mentioning “Rihanna” or “Rhianna” or “@badgalriri” or “fenty”, Facebook, Instagram, Twitter, TikTok, February 12, 2023
3. Comscore Total Digital, Top Twitter Trends, February 12, 2023
4. Comscore Social Powered by Shareablee, Metrics & Trends, Facebook, Instagram, Twitter, TikTok, Fenty Beauty, February 2023
5. Comscore Social Powered by Shareablee, Metrics & Trends, Facebook, Instagram, Twitter, TikTok, Apple Music, February 2023
6. Comscore Social Powered by Shareablee, Content Pulse, content mentioning “half time” or “halftime” or “half-time”or “Rihanna” or “Rhianna” or “@badgalriri” or “fenty”, Facebook, Instagram, Twitter, TikTok, February 12, 2023

Numbers are reflective of in-platform numbers as of February 15th, 2023.