In 2010, The Black Eyed Peas made an estimated 81.6 million dollars from touring, but they didn’t make a dime for their performance at yesterday’s Super Bowl. Why not? Unlike The Blues Brothers, they didn’t lose their fee on a big bar bill, they simply agreed to play for free in the first place.
As preposterous as that may sound, a new article at Forbes.com points out that the Super Bowl halftime acts traditionally work for free in return for the exposure. (Insert Janet Jackson joke here.) Last year, the Super Bowl brought in 106.5 million viewers and this year is on track to break records. So what is 106.5 million eyeballs worth? For advertisers such as Pepsi, Doritos and Carmax, it was around 3 million for every 30 seconds. Imagine if the Peas had bought an ad equal to their time on stage.