Why hiphop is the winner of this year’s Super Bowl

Till Hesterbrink



We Love To See It

Hiphop has entered the center of society – and that manifested itself in the halftime show of this year’s US mega sports event Super Bowl. For the first time the show featured a full cast of rap stars consisting of Dr. Dre, Snoop Dogg, 50 Cent, Mary J. Blige, Kendrick Lamar, and Eminem. And not only hiphop fans but also the average viewers of America’s biggest sports event were here for it.

An Ambition study in cooperation with Appinio shows that German  audiences felt the same way: In the run-up to the event 1000 participants  were surveyed on their opinion on the halftime show’s line-up. Of those who planned to watch the Super Bowl, a whopping 67 percent identify with hiphop culture. 81 percent of hiphop fans said hiphop influences their buying behavior. And 91 percent of them would even like to see companies invest more in hiphop.

Benefitting everyone

Halftime show sponsor Pepsi has the survey’s results on its side as well: Regardless of how participants felt about hiphop, 70 percent of them found Pepsi more likable than before because of the line-up of the halftime show. That goes to show that the investment in hiphop artists is profitable for the culture as well as for the respective brand.


Learn more about the survey on Business Punk.