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

Welcome to Independent'Live blog for tonight's Super Bowl halftime show!

From Taylor and Travis to Usher's headlining performance, we'll keep you updated with all the latest news, rumors, photos and video from tonight's event.

For fans of the big game based in the US, Super Bowl LVIII will air starting at 6:30pm ET (3:30pm PT). The game will be broadcast live on CBS and Nickelodeon. Super Bowl LVIII will also stream live on Paramount+

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

Kick-off for the 2024 Super Bowl will take place at 11.30pm GMT on Sunday (February 11).

Usher will take the stage 90 minutes to two hours into the game, when halftime will be called. In the US, fans must tune in by 8pm ET / 5pm PT if they want to watch the start of Usher's performance, while in the UK, it will be around 1am GMT.

While many fans may be surprised to learn that the gig comes with a $0 salary, it offers extraordinary levels of exposure. The R&B singer is expected to see a huge spike in streaming streams after his performance.

Here are our favorite Super Bowl halftime shows:

Given the number of people who watch the event each year, with an estimated 100 million people watching the 2023 Super Bowl, it has become more difficult for companies to purchase one of the rare advertising slots.

“While a Super Bowl advertising campaign may not immediately pay off in hard dollars and cents, if a company is able to produce one of these great spots, it will win new customers and build awareness on a scale unmatched by other outlets,” Peter Koeppel said, Founder and President of Marketing Agency Koeppel Direct, in 2019.

Super Bowl LVIII will leave viewers with a stream of celebrity-filled commercials as brands try to attract customers during what could also be called the Advertising Super Bowl.

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

The commercials they come up with are known to entertain less enthusiastic football fans during breaks in the game, with many brands actually starting to tease their commercials in the fortnight leading up to the big match.