Swift

Hilary Duff on her new album, Taylor Swift and that toxic mom group drama

A sparkly pink electric guitar hangs on a wall of the recording studio where Hilary Duff made her new album. The cozy, gear-filled joint near the Van Nuys Airport belongs to her husband, Matthew Koma, who produced “Luck… or Something,” the singer and actor’s first LP in more than a decade. But as Duff points out on a recent afternoon, the paisley-print guitar is all hers.

“I got it for my 16th birthday,” she says proudly — a gift from the Fender company. “I found it in the storage unit and Matt was like, ‘Oh, that’s going up there.’”

Before Miley Cyrus, before Sabrina Carpenter, before Olivia Rodrigo, Duff arrived in the early 2000s as a Disney kid with pop-idol ambitions. She broke out in the endearingly awkward title role of the Disney Channel’s “Lizzie McGuire” then went on to star in family-friendly movies like “Agent Cody Banks” and “Cheaper by the Dozen.” By the time she received that guitar, she’d topped the Billboard 200 with her album “Metamorphosis,” which sold 4 million copies and spawned hit singles like “So Yesterday” and “Come Clean.”

Duff stepped away from music for most of her 20s to focus on acting and starting a family. (An attempted comeback album in 2015, “Breathe In. Breathe Out.,” didn’t really go anywhere.) Now, at 38, she’s returned with a bracingly honest record full of the texture and detail of her life as a wife, sister and mother of four.

In frank yet wordy songs that layer guitars and synths over shimmering grooves, Duff sings about trying to overcome old habits and about her fear that her best times are behind her. “We Don’t Talk” appears to address her estrangement from her older sister, Haylie, while “Weather for Tennis” describes her tendency to keep the peace as a child of divorce. In “Holiday Party,” she recounts a recurring dream in which Koma cheats on her with her friends.

“I wake up in a rage and he’s like, ‘I didn’t do anything!’” she says with a laugh. “And I’m like, ‘But you want to.’ A lot of this stuff came out of the hormonal boom of: I’ve just had a baby and I’m nursing and I’m trying to get my two feet back on the ground again.” (Duff and Koma have three daughters aged 7, 4 and 1, while Duff shares a 13-year-old son with her ex-husband, former hockey player Mike Comrie.)

Asked how he hopes the album fares commercially, Koma says, “I don’t [care]. Public perception or sales, that’s all cool, but it’s a separate experience from why we did it.” The producer, who’s known for his work with Zedd and Shania Twain, adds, “The whole purpose was to make something that Hilary could feel good about stepping into.”

Yet early-2000s nostalgia led to a recent run of sold-out theater gigs, and this summer it’ll carry her into arenas around the world, including Inglewood’s Kia Forum on July 8 and 9. (Less happily for Duff, it also made a viral sensation of an essay in the Cut by her fellow millennial Ashley Tisdale in which Tisdale wrote about leaving a “toxic mom group” that allegedly included Duff and Mandy Moore.)

Curled on a sofa in the studio’s control room, Duff says, “I’m finally at this place where I’m zero percent ashamed of my past and any of the things that used to embarrass me” — one reason she made the bold choice to open her set at the Wiltern last month with two of her biggest hits, “Wake Up” and “So Yesterday.”

After those songs came “Roommates,” perhaps the most vulnerable track on Duff’s new album. It’s about navigating a dry patch in a marriage, and the language is as vivid as it is unsparing: “I only want the beginning / I don’t want the end,” she sings, adding that she longs to be in the “back of a dive bar, giving you h—.”

A surprising word choice.
How would you have said it? Sometimes you need to make the lyrics fit — you need it to rhyme with something. [Laughs] It’s meant to be polarizing because it’s such a desperate plea. I can say I haven’t actually given h— in the back of a dive bar. But it’s just trying to capture the feeling of a time when you felt alive.

Like all teen stars, you had to figure out how to grow up and talk about sex as a public figure. Now there’s the idea that it’s better left to the young.
I finally feel like I know a lot about sex. My whole 20s, sex was not always enjoyable — it was so much to figure out. Now I finally understand it. Maybe that’s a female thing, but I’m not ready to be put out to pasture. People come up to me all the time and they’re like, “Wow, you aged really well.” I’m like, “I’m only 38! Just because you’ve known me since I was 9…”

You’re handling senior citizenship well.
When do I start getting the discounts? I feel like 38 is not old, although when I thought about my parents at 40, they looked so different than we look now.

I always stop at those TikToks where it shows what 35 looked like in 1982.
I don’t think anyone drank water back then. They were, like, dusty-crusty.

Hilary Duff and Matthew Koma live on air at Apple Music Studios

Hilary Duff, left, and Matthew Koma at Apple Music Studios in Los Angeles in December.

(Amy Sussman / Getty Images for Apple Music)

You borrow the chorus of Blink-182’s “Dammit” for your song “Growing Up.” Why?
Blink is one of my favorite bands. I remember getting my driver’s license, and that was what was playing on my iPod. “Growing Up” is such a deeply personal song to me, talking about sitting in the backyard with one of my best friends and just needing to drink too much wine and unload about life. But it also feels like a love letter to my fans. I don’t like saying that word, but I genuinely feel like I’ve had fans for 25 years, and getting to see them now in adulthood — I didn’t know I was going to have this opportunity.

What’s the problem with “fan”?
It puts me on a pedestal that makes me feel uncomfortable. If you were to talk to Matt or someone close to me, they’d probably say, “Hilary doesn’t understand what she’s meant to some people.” And I think that’s true. When I think of myself, I’m not like a grand pop star — I feel more like a woman of the people.

A woman of the people?
Am I allowed to say that? [Laughs] Is that offensive in any way? My feet hit the ground in the morning, and I’ve got a million things to do. Sometimes my baby’s still sleeping. And I have a teenager to get ready for school that we’re always all waiting on.

Why do you have four children?
I know — we’re sick.

Did you expect to have four?
I thought I would have at least three. I always wanted a big family because I come from a super small family and I always wanted more siblings. I had Luca obviously pre-Matt, and then we had Banks before we got married. Then the pandemic hit — we had a pandemic baby like everybody else. The fourth was just a crazy-a— decision. Matt was like, “Everybody’s gonna think we’re really Christ-y if we go for No. 4.” We also have three dogs, two cats and eight chickens.

As two artists, how do you sort out the work of child-rearing?
I don’t know if I’ve actually said this out loud — to Matt I have for sure — but I think that part of my wanting to make a record was coming out of having my fourth child. I love motherhood, obviously — I wouldn’t have four kids if I didn’t. But I think I felt really jealous that he got to go to work every day and just be alone with his thoughts. I was like, I need to stretch. That’s what it felt like after the fourth baby: I’m either gonna lose myself completely and just become a stay-at-home mom and wait for the phone to ring, or I’m gonna go make something that moves me.

You don’t need me to tell you that our culture is always happy to make moms feel guilty. Was it a journey to accept that it’s OK to do something for yourself?
That’s what the healthy part of the brain says. But the other part that’s wired to be with the children you birthed — sometimes that part overshadows it. And it’s very hard to fight that. I could probably cry right now thinking about all the things I’m gonna miss this year.

Hilary Duff in the studio where she recorded her new album.

Hilary Duff in the studio where she recorded her new album.

(Jay L Clendenin / For The Times)

You’ve got a line in “Roommates” where you say, “Life is life-ing and pressure is pressuring me.” At the shows you just played, did you think of your audience as being at the same place in life as you?
For sure. When they were scream-singing it back to me, I was like, “Oh, you know.” That doesn’t mean you have to be a parent. “Life is life-ing” is the bills and the monotony and the traffic and the family — it’s all the things. I knew that if it’s bumping around inside my head, and I’ve been living a pretty normal life for 10 years — normal as I can get — then people would see themselves in it.

Twenty-five years ago, you were playing to 10-year-olds. Would a 10-year-old today be interested in your new songs?
I don’t think so. But I mean, I used to sing Natalie Imbruglia’s “Torn” all the time, and I had no idea what it was about.

The last decade has been a golden age for young female songwriters: Taylor Swift, Billie Eilish, Olivia Rodrigo.
You forgot Chappell Roan.

“Luck… or Something” feels aligned with that deepening craft. But maybe your early stuff felt sophisticated to you.
I don’t think the intent back then was sophisticated songwriting. There was no Taylor Swift yet — it’s like before Christ and after Christ.

She changed the game?
On all the levels.

How’d you end up on Atlantic Records? I wondered whether this was a product of personal friendships — the Elliot Grainge and Sofia Richie and Good Charlotte of it all.
We’re more personally friends with them now. I finished making the record and for the first time ever was like, “It’s done — do you like it?”

You weren’t looking for notes from the label.
I’m not saying I didn’t have meetings with A&R. But pretty much the record was created, and that was that. I didn’t go shopping anywhere else, which was fantastic because I hate a dog-and-pony show.

Did you feel like you’d been chewed up by the record industry in any way?
After “Breathe In. Breathe Out.,” it was very easy to be like, “RCA forced me to lead with this song when I knew it should’ve been this song.” But that was me not having [courage], you know what I mean? It was a joint effort of [messing] it up. But I learned a lot from that. I don’t think I would’ve made this record if I hadn’t fumbled the ball a little.

The story about the toxic mom group blew up just as you were launching this album. Did that experience give you pause about reentering the pop world?
I mean, this is not new for me. I’ve had this since I was maybe 15 and starting to get followed around by paparazzi. Everything starts getting documented and everyone knows my life and all the players in it. So the stories that get news pickup — it’s not what happens to a normal person who maybe became an actor as an adult. And now it’s escalated by the talking heads on TikTok that need clickbait. It’s hard because you’re like, “Wait, whoa, that person kind of got it right,” and “Whoa that person doesn’t know what they’re talking about.” I saw something that was like, “None of the moms at school actually like her and neither do the teachers,” and I was like, “First of all…”

Is it hard or easy for you to tune out —
By the way, the women at school are lovely and I’m obsessed with all of them.

But can you ignore the chatter about you on social media?
It just depends on the day. Knowing that I get to open up the backdoors and play soccer as a family and take a hot tub and go get our chicken eggs — that’s the purpose of life. On the days when crazy s— happens, I go home and quiet the noise.

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Unification Ministry notes Kim Yo Jong’s swift response on drones

Yoon Min-ho, spokesperson for South Korea’s Unification Ministry, speaks during a briefing at the Government Complex Seoul in Seoul on Feb. 2. Photo by Asia Today

Feb. 19 (Asia Today) — South Korea’s Unification Ministry said Thursday it is taking note of a swift statement by Kim Yo Jong, a senior North Korean ruling party official, after Seoul expressed regret over recent drone incidents and announced steps to prevent a recurrence.

A ministry official told reporters the government “takes note” that North Korea quickly responded to Seoul’s expression of regret and its preventive measures. The official said the steps announced by Unification Minister Chung Dong-young are intended to protect the safety and peace of both Koreas and that the government will “responsibly” implement them.

The remarks came after Kim said earlier Thursday that North Korea “highly appreciates” Chung’s comments acknowledging what Pyongyang called a South Korean drone provocation, expressing regret again and stating an intention to prevent further incidents.

On Wednesday, Chung said Seoul expressed “deep regret” to the North over drone infiltration incidents during the previous Yoon Suk Yeol administration and additional incidents carried out at the civilian level after President Lee Jae-myung took office. Chung also announced measures aimed at preventing a recurrence, including banning drone infiltration into North Korea and strengthening penalties.

— Reported by Asia Today; translated by UPI

© Asia Today. Unauthorized reproduction or redistribution prohibited.

Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260219010005700

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Taylor Swift in top secret talks for special Brit Awards appearance

SWIFTIES assemble! Your favourite superstar Taylor could be in line to make a very special surprise appearance at next week’s Brit Awards.

Right now, there is a bit of a blank space when it comes to the exact details of her possible attendance at the celebrations.

Taylor Swift could make a surprise appearance at next week’s Brit AwardsCredit: Getty
Taylor’s ex Harry Styles is also on the billCredit: Getty

In fact, no one seems to know what will happen on the night.

I can exclusively reveal, though, that Tay, along with an enormous entourage of more than 20 people, secretly landed in the UK this week.

I’m told they’re going to be visiting Manchester next week — the location for this year’s Brits.

Their schedule then sees them leaving the UK a week on Monday — just a couple of days after the ceremony.

Read more on Taylor Swift

WI$H LI$T

Travis Kelce’s wild Taylor Swift wedding countdown with ever-more dramatic gifts


FAIRY TAYL ENDING

Winter Olympic fans stunned as Taylor Swift interrupts Opening Ceremony

My music industry mole said: “Taylor is hiding out in London at the moment and is scheduled to visit Manchester, which seems like she could be lined up for a surprise appearance at the Brit Awards.

“Taylor was handed the Global Icon Award at the ceremony back in 2021 and has a huge amount of respect for the Brits. She loves it.

“Brits bosses are trying to keep everything under lock and key, but it feels too much like a coincidence that Taylor is secretly in the UK at the exact time of the Brits.

“The fact her team are all heading home the Monday after the ceremony is fishy. Manchester is an amazing city, but Taylor wouldn’t just be coming to look at the cathedral and the Etihad, would she?”

As lovely as those landmarks are, I doubt it.

If Tay is at the city’s Co-op Live arena on February 28, I think it could be the greatest coup for the Brits. She always delivers a show, on and off the stage.

Superstar Taylor secretly landed in the UK this weekCredit: Getty

In 2015, when I was working for Heat magazine, I exclusively revealed that Taylor had hooked up with Calvin Harris at an after-party, with the pair dating for a year.

And in 2021, when she received the Global Icon Award while we were mired in Covid restrictions, she had a very safe knees-up with pals including Haim and Olivia Rodrigo.

This time around, I know Manchester is ready for one massive party and having Taylor front and centre would be phenomenal.

And given her ex Harry Styles is also on the bill, I think it could be a very exciting night.

…AND SHE’S No1 AGAIN

TAYLOR has been named the biggest-selling artist globally of 2025 – the fourth year in a row that she’s topped the list.

The singer, who also took the title in 2014, 2019, 2022, 2023 and 2024, triumphed thanks to the release of her 12th album, The Life Of A Showgirl, in October.

She is just ahead of K-pop group Stray Kids, who have become megastars around the world, despite not having chart success in the UK.

The list has been compiled by the International Federation Of The Phonographic Industry, which compiles streaming, downloads and physical formats in every country for its global artist chart.

The biggest gainer was Super Bowl headliner Bad Bunny, who hopped up from No20 in 2024 to No5, while country star Morgan Wallen rose from No13 to No7.

And there was good news for Lady Gaga.

She has re-entered the list at No10 for the first time since 2020, following the release of her album Mayhem.

10 BIGGEST GLOBAL STARS

  1. Taylor Swift
  2. Stray Kids
  3. Drake
  4. The Weeknd
  5. Bad Bunny
  6. Kendrick Lamar
  7. Morgan Wallen
  8. Sabrina Carpenter
  9. Billie Eilish
  10. Lady Gaga

JADE HAS A LITTLE HELPER IN GROOT

Jade Thirlwall has admitted she used to walk around with a teddy version of GrootCredit: Getty
Groot is the tree-like character from Guardians Of The GalaxyCredit: Marvel Studios – Disney +

JADE THIRLWALL got comfort from a surprising source after stepping away from her musical roots when Little Mix went on hiatus in 2021.

She admitted walking around with a teddy version of Groot – the tree-like character from Guardians Of The Galaxy – on her shoulder as she pined for her girlband pals.

On new podcast By The Way  . . . With Harriet Rose, out today, Jade said: “Little Mix, that was my life. I’m very career driven and poured everything into Little Mix.

“So when that kind of stopped, that was a massive shock to the system. I had a little bit of a mini menty-b [mental breakdown].

“I had a little teddy of Groot and started wearing it on my shoulder all the time. It was really weird.

“After Little Mix, I went on holiday with my friends and they were like, ‘Why do you keep wearing Groot on your shoulder?’. I think I was replacing the girls with Groot.

“My friends were like, ‘I think it’s time to stop wearing Groot’.”

RAYE’S REMORSE

RAYE has offered complimentary tickets and signed vinyls to fans after they were blocked from entering her show in Paris on Sunday.

She was horrified to discover 65 people were turned away due to a Ticketmaster system error, which she said “is completely unacceptable.”

Raye added: “I know this doesn’t remotely make up for this mess, but it’s all I can think of in this moment to soften the blow.”


MILEY CYRUS will take part in a special for Disney+ to mark the 20th anniversary of her breakout show Hannah Montana.

Miley Cyrus is set to take part in a Hannah Montana Disney+ anniversary specialCredit: Getty

In the one-off, which is to be screened on March 24, she will be interviewed by podcaster Alex Cooper in front of a live studio audience to look back at the series.

Miley said: “This ‘Hannahversary’ is my way of celebrating and thanking the fans who’ve stood by me for 20 years.”

YELL OF A LOOK, PRIYANKA

Priyanka Chopra stuns in a bright yellow outfit ahead of the premiere for her new movie The BluffCredit: Shutterstock Editorial
Actress Priyanka was supported on the red carpet by her husband Nick JonasCredit: Reuters

PRIYANKA CHOPRA spread some joy in this bright yellow outfit ahead of the premiere for her new movie The Bluff.

She wore the thigh-high dress at a photocall before changing into a leather look for the Los Angeles launch of the action thriller on Tuesday night.

The actress was supported on the red carpet by her husband Nick Jonas, who she grabbed by the cheeks while leaning in for a kiss, inset.

Nick released his fifth solo album Sunday Best earlier this month, but it failed to crack the charts.

Here’s hoping her movie fares better.

SHAUN BLASTS TRUMP

Shaun Ryder is no exception to being woud up by the US PresidentCredit: Getty
He has branded Donald Trump ‘orange, fat and bloated’Credit: Reuters

US President Donald Trump winds up many people – and Shaun Ryder is no exception.

The Happy Mondays frontman has channelled that into music and written his angriest ever song about Donald, who he branded “orange, fat and bloated”.

In an exclusive chat about their new album, Shaun told me: “Trump keeps popping up.

“There’s plenty on that f***ing orange, motherf***ing waste of space.

“Although I’ve not been mentioning his name, some songs are definitely influenced by that w***er. I f***ing hate him.

“He’s just a p**ck. You might as well have me and Bez up there saying s**t. We have probably got more of a clue than he has.

“I just can’t stand the f***ing man. You can see how it’s affecting me lyrically. I wrote one song that goes, ‘You orange, fat, bloated ****! You f***ing lying, f***ing delusional t**t!’ How’s that for a chorus?”

Brilliant, Shaun.

He also takes a pop at Nigel Farage on the record and said: “Reform, f*** me.

“Every time it gets a bit tough and people haven’t got jobs, it’s ‘blame f***ing immigrants, blame this’,’ it never changes. “That’s the f***ing world, the world is on a loop.

“We never seem to learn f*** all about wars or anything.”

RITA’S TIPS TO BRUSH OFF TROLLS

Rita Ora has revealed she recites mantras to get into a good headspaceCredit: Getty

RITA ORA has advice for ignoring online trolls who target her and other celebs.

The Anywhere singer recites mantras to get into a good headspace.

Rita has teamed up with tech company Meta for a video series on Instagram in a bid to help others.

She said: “You can’t be afraid of something you can’t control.

“You can’t control it, stop thinking about it. These are the mantras I say to myself every day in the mirror.”

Rita added: “Comments can cut. Every tiny thing gets magnified and everyone can see through the walls.

“Someone in the public eye may have more people looking at them but the walls are just as fragile. The doubts are really what helps me make great songs though.”

Personally, I just like to laugh at the trolls, who are always sad, decrepit nobodies, who should get off the internet and find a job.


ACTOR Daniel Radcliffe does not want the cast of the new Harry Potter HBO TV show to be compared to those in the original movies.

He was boy wizard Harry on film, but that role is now Dominic McLaughlin’s.

Daniel said: “Just let them get on with it, it’s going to be a new, different thing.

“I’m sure Dominic is going to be better than me.”


UPDATED IDOLS HAS NEW BLUD

YUNGBLUD will release six previously unheard songs on an updated version of his No1 album Idols.

Idols, Part 2 comes out tomorrow and also features his version of Zombie with The Smashing Pumpkins.

Yungblud said: “Part one was a journey that helped me reclaim my identity from the darkest position I’ve ever been in my life.

“Part two is about realising that I am alive, that I am real, that this journey I’ve been on didn’t kill me.”

Yungblud picked up his first Grammy earlier this month , and I have no doubt there will be plenty more awards to come when he finishes work on his upcoming fifth album.

ROB HITS WIG TIME

Robert Pattinson revealed he doesn’t feel welcome in HollywoodCredit: Unknown
Zendaya and Robert on the cover of Interview magazineCredit: Nadia Lee Cohen

ROBERT PATTINSON is unrecognisable in this blond wig as he sits on the floor holding a ciggie.

The actor posed for Interview magazine, in which he and his The Drama co-star Zendaya interviewed each other.

Even she was puzzled about the snaps, saying: “The theme was, I don’t know.”

Rob revealed he doesn’t feel welcome in Hollywood, admitting: “I’m never really allowed in. I’m always knocking at the door, like, ‘Hey, guys. Where the party at?’

“And everyone just gets younger and younger.”

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Travis Kelce launches wild Taylor Swift wedding countdown with ever-more dramatic gifts from Valentine’s Day on

TRAVIS Kelce showered Taylor Swift with gifts from the heart at the weekend – but that’s just the start of something special, insiders have told The U.S. Sun.

Loving Travis wanted to commemorate their last Valentine’s Day together before their blockbuster wedding this summer with a string of surprises.

The U.S. Sun understands Travis Kelce has something special planned for Taylor Swift in the build up to their hotly anticipated wedding this summer (pictured in September 2025)Credit: AFP
Travis bought Taylor this $33,600 Rolex as part of a wave of giftsCredit: Rolex
Taylor has also been treated to this $6,000 varsity jacket from Louis VuittonCredit: Louis Vuitton

A source close to the A-list pair said the Cruel Summer star was treated to three stunning Louis Vuitton items, a beautiful Hermes caftan and two classy, stylish watches costing in excess of $100,000.

The insider says NFL legend Travis wanted to make their last Valentine’s Day as an engaged couple “unique and special” and ended up spending $141,000 in total.

But The U.S. Sun understands in the build up to the big day, which is slated for June, the romantic three-time Super Bowl winner, who has a strong track record of beautiful gift surprises, has something very loving in the works. 

“Starting 100 days before the big day — then again at 50 days, 30 days, and every day during the final month — he will have flower bouquets delivered to her,” claimed the well-placed insider.

“She’ll receive all her favorite flowers: roses in many colors, hydrangeas, and orchids. He wants her to feel overwhelmed in the best possible way — surrounded by one of the things she loves most in life: flowers and their sweet scent.”

The U.S. Sun revealed last year that Taylor wants to turn the proposed wedding venue – her sumptuous $32 million pad in Rhode Island – into a floral wonderland

There are plans to reportedly spend a whopping $1.2 million on the landscaping, including hiring specialist gardeners to ensure their dreams are transformed into a stunning reality.

But as our insider revealed, Taylor will have fallen further in love after Travis’ super thoughtful Valentine’s day surprises.

Most read in Entertainment

The couple love keeping up with the latest trends – it’s claimed they regularly text each other with pieces they are interested in.

So Travis, knowing Taylor had mentioned the Louis Vuitton pieces recently, snapped up a $3,900 knit jacket, a $2,330 skirt and a signature patch varsity jacket. 

“Travis had them very high on his list of gifts for his fiancée,” said the source.

According to the official description, the Denim-Effect Knit Jacket looks like classic denim but feels far more luxurious. 

It’s tailored and polished, and effortlessly cool – perfect to throw on for a casual day out or dress up for a night in the city. 

Ever the fashionista, Travis paired it with the matching Denim-Effect Knit Skirt, while the Varsity Jacket is described as a “statement piece.”

THOUGHTFUL GIFTS

The Hermès caftan was spotted in a magazine recently and Travis reportedly “immediately thought” of his superstar singer partner. 

The source said Travis felt it was the kind of piece she would love wearing on upcoming trips — especially with trips to warmer destinations in the coming weeks and for their honeymoon.

“They fit her style perfectly,” added the insider. 

It’s a wonderful haul – but Travis wasn’t finished there. 

He also bought her an Audemars Piguet Royal Oak watch costing a cool $91,600.

The couple noticed the shiny, extremely luxurious piece on someone’s wrist a couple of weeks ago. 

Travis, says the source, loves watches and wants his wife-to-be to build a strong collection too.

On top of that, there was also a classy, $33,600 Rolex 1908 — a more masculine model, which fits her taste. 

“She likes incorporating slightly masculine pieces into her style, whether it’s jackets, vests, or watches, to add edge to her outfits. He enjoys spoiling her with beautiful, high-end items like that.”

This $3,900 denim effect Louis Vuitton jacket was also among the Valentine’s Day giftsCredit: Louis Vuitton
Travis loves classy timepieces and shelled out over $90,000 on this Audemars Piguet watch for his fiancéeCredit: Audemars Piguet

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Can the Super Bowl set a ratings record again without the Chiefs (or Taylor Swift)?

The adage that records are made to be broken definitely applies to the TV ratings for the Super Bowl.

For three straight years, the game deciding the champion for the NFL season has set new viewing records, including last year’s Philadelphia Eagles crushing victory over the Kansas City Chiefs 40-22 that scored an average audience of 127.7 million viewers on Fox.

Both the 2024 and 2025 games had the benefit of the pop culture sizzle generated by Chiefs tight end Travis Kelce’s romance with pop superstar Taylor Swift, bringing in more casual fans.

This season, the Chiefs won’t be in the game for the first time in three years as NBC will have the Seattle Seahawks facing off Sunday against the New England Patriots in Super Bowl LX, not the match-up experts predicted for this year.

But that doesn’t mean it can’t set another ratings record.

Travis Kelce and Taylor Swift on the football field

Kansas City tight end Travis Kelce and Taylor Swift celebrate the Chiefs’ victory over the Buffalo Bills in the AFC Championship on Jan. 26, 2025, in Kansas City, Mo.

(Charlie Riedel / Associated Press)

“I believe it can,” said Lee Berke, president of LHB Sports, Entertainment & Media, noting the lift the NFL ratings have seen this season as viewing information from set-top devices and internet connected televisions in 45 million households are now included in Nielsen’s audience measurement.

“It’s definitely showing up and bumping up ratings throughout the year for the NFL,” Berke said.

A recent report from the Video Advertising Bureau found that the new measurement from Nielsen has boosted ratings for prime time NFL games in the mid-to-high single digit percentages.

Other changes to Nielsen’s measurement in recent years have given the Super Bowl a boost. While surpassing 100 million was once a reasonable goal, the numbers started climbing above that threshold since out-of-home viewing was added in 2021.

History is on the side of a robust audience number this year. The last time the Patriots faced the Seahawks in 2015, the NBC telecast set a viewership record at the time of 114.4 million. Fans watching Sunday can expect to see clips of Malcolm Butler’s interception at the goal line that helped give Tom Brady’s Patriots the win that year.

But NBC doesn’t need a record audience number for the Super Bowl to be a financial success. A robust TV advertising marketplace helped the network sell out the game at a record average of $8 million per 30-second spot, with some going for $10 million.

NBC has also sold spots that will air only on its Peacock streaming platform. The network pulled in the range of $3 million a spot, significantly above the $2 million Fox took in for ads last year when the game was streamed on its Tubi service.

This year NBC was able to use Super Bowl LX to drive ad sales for its coverage of the Winter Olympic Games in Milan that begin Friday and run through Feb. 22, (which is also sold out). The network also has the NBA All-Star Game at the Intuit Dome in Inglewood on Feb. 14, which is why Mike Cavanaugh, co-chief executive of NBCU parent Comcast, recently described February as “the most consequential month in live sports history.”

In 2022, NBC’s combination of both the Winter Olympics and the Super Bowl, accounted for $1.5 billion in revenue according to Comcast’s earnings report, a number the company will likely surpass this year. The company isn’t commenting on revenue but has said it expects to set a record for Super Bowl ad revenue.

Mark Marshall, chairman of global advertising sales and partnerships for NBCUniversal, said 70% of the companies in the Super Bowl are also running commercials in the Olympics.

In previous decades, a Super Bowl commercial was an event in itself with the reveal happening on the telecast. But Marshall noted that, as part of a larger marketing effort, advertising campaigns are now introduced with teasers ahead of the telecast and many get a full preview online.

This year, NBCU was able to offer the Olympics to help marketers connect with more consumers.

“We told advertisers ‘you’re going to spend eight figures (on producing a commercial) — extend the reach of that,” Marshall said.

Technology companies make up the largest share of advertisers. Several AI companies, including Anthropic and Genspark, will be first-time Super Bowl ad buyers. Viewers will also see returning entries from Google, Meta, Wix and Amazon, which will air a spot for its Alexa device.

While there are the usual array of snack food and soft drink companies that will appearin the commercial breaks, viewers will also see a spurt in pharmaceutical ads. Marshall said the category has increased its presence on NFL games. The Super Bowl spots will focus on a message of “wellness,” rather than straight ahead product spots with disclaimers listing unpleasant drug side effects.

Marshall said NBCU does not expect the announced alternative halftime show presented by Turning Point USA to have an impact on the ratings. A concert featuring Kid Rock and lesser known country artists Brantley Gilbert, Lee Brice and Gabby Barrett, will stream on YouTube, X, Rumble and several right-wing TV channels.

The concert promoted by the right-wing group founded by the late Charlie Kirk and now run by his widow Erika is in response to conservatives outraged over the NFL’s selection of Grammy-winning music superstar Bad Bunny, who sings primarily in Spanish, as the halftime act. (President Trump called the decision “terrible” and is skipping the game.)

But the league has not wavered for a moment amid the blowback, as it seeks to expand its global reach by having the most streamed artist in the world on the stage of its marquee event.

The only effective counter-programming gimmick against the Super Bowl halftime show came in 1992. Fox, still an upstart network, ran a live edition of its sketch comedy show “In Living Color” against the halftime of the CBS telecast of Super Bowl XXVI, which featured ice skaters Dorothy Hamill and Brian Boitano.

The pronounced dip in viewership prompted the NFL to sign Michael Jackson as the halftime act in 1993. The game saw a significant ratings boost and the league has booked contemporary music acts for the game ever since.

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