Will the Golden Globes benefit from The Taylor Swift Effect?
The Golden Globes, airing Sunday January 7, obviously hope for a Taylor Swift ratings boost. But it's a bandaid over the show's issues
As we’ve previously discussed at The A.V. Club—and will be obvious to any awards show acolytes playing at home—the Golden Globes are making some pretty transparent ploys for relevance this year. The most obvious and shameless has been the addition of new categories, including “Best Stand-Up Comedian on Television” and, more egregiously, “Cinematic and Box Office Achievement in Motion Pictures.” The latter is an obvious attempt to cater to the average moviegoer, rather than the assumed cinephiles who watch “niche” films like Anatomy Of A Fall. It’s also an attempt to cash in on The Taylor Swift Effect, as the pop star is nominated for The Eras Tour concert film.
Banking on a boost from Swifties is not a bad bet in this day and age. Everything she touched in 2023 turned into gold records, and her fanbase—already (in)famously rabid in their devotion—seemed to expand tenfold. Much has been made about the NFL’s boost in viewership since Swift began attending games in support of her boyfriend, Travis Kelce. This year’s Globes, at its new home at CBS, has the benefit of both a likely Swift appearance and a lead-in from the NFL, a happy marriage of two trending topics that could give the ceremony a ratings boost.
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