Super Bowl halftime show: How to watch Usher headline as Taylor Swift jets to cheer on Travis Kelce

Hello and welcome The Independent'Live blog for tonight's Super Bowl halftime show!

From Taylor and Travis to Usher's headlining act, we'll bring you up to speed with all the latest news, gossip, pictures and video from tonight's event.

For US-based fans of the Big Game, Super Bowl LVIII will air from 6.30pm ET (3.30pm PT). The game will be broadcast live on CBS and Nickelodeon. Super Bowl LVIII will stream live on Paramount+

For British fans interested in tuning in live – whether to watch the game or catch Usher's half-time performance – you can watch on ITV1.

The 2024 Super Bowl kickoff will take place on Sunday (February 11) at 11.30pm GMT.

Usher will take the stage 90 minutes to two hours into the game, where halftime will be called. In the US, it is 1am GMT when in the UK.

While many fans may be surprised to learn that the gig comes with a $0 check, it offers an extraordinary amount of exposure. The R&B singer is expected to see an exponential spike in listening streams following her performance.

Here are our favorite Super Bowl halftime shows:

Given how many people watch the event each year, with 100 million people likely to watch the 2023 Super Bowl, companies buying one of the rare ad slots has become a big deal.

“While a Super Bowl ad campaign doesn't immediately pay off in hard dollars and cents, when a business can produce one of these star spots, they gain new customers and create awareness at a level unmatched by other outlets,” Peter Koeppel, founder and president of marketing agency Koeppel Direct, said at 2019. .

Super Bowl LVIII, also known as the Advertising Super Bowl, will leave audiences with an influx of celebrity-laden commercials as brands try to win over customers.

With more than 100 million people tuning in last year, the Super Bowl is big business for companies trying to attract new customers.

The commercials they come up with are known to entertain less avid football fans during the break of the game, with many brands starting teasing their ads two weeks before the big game.