Millions of Americans tuned in to watch the Super Bowl on Sunday, but many were more likely to be watching Taylor Swift than the game.
The Kansas City Chiefs beat the San Francisco 49ers by 25-22 in Las Vegas in the highlight of the US sporting calendar last night.
With Swift watching her boyfriend Travis Kelce from the stands, the camera arguably panned to the singer more than anyone else throughout the game.
Irish Independent News Correspondent Ellen Coyne told Newstalk Breakfast that 'Tay Tay' is an industry unto herself.
"She's just at a point in her career now where she is the most famous woman on the planet," she said.
"Her attending the Super Bowl nearly gets more coverage than the actual Super Bowl itself, which is the biggest sporting event in America.
"Her career is a peak, her tour brought in over a billion dollars, she can change the economy of a country by just deciding to tour there.
"I think it's been a long time since we've ever seen a pop star be this famous.
"I think she might even be verging on too famous, when you consider the threats that have been made on her, the conspiracy theories that she attracts".
Taylor Swift (centre) reacts to a play during the first half of the Super Bowl in Las Vegas, 11-2-24. Image: Associated Press / AlamyMs Coyne said Swift may have even changed how we see pop stars.
"I think the one thing that she's really changed is things that people would dismiss as the kind of silly fantasies of teenage girls, she's actually managed to reclaim," she said.
"A lot of her songwriting is proudly the inner-most sensitive thoughts of a woman's diary, she kind of embraces feelings, being maybe the saboteur in a relationship.
"But she's obviously proven that there's a massive market for that, where young women - or older women - are able to empathise with a woman who they feel represents them.
"That's probably the mark of the success in that she is so successful but still manages to write songs that make you feel like she knows you," she added.
A fan holds a sign for Taylor Swift and Travis Kelce before the Super Bowl in Las Vegas, 11-2-24. Image: Associated Press / AlamyIt's been suggested that Swift could even influence the upcoming US Presidential election with an endorsement.
A poll found roughly 30% of Americans under-35 said they'd be more likely to back a presidential candidate supported by Swift.
It found 18% of voters overall said they're 'more likely' or 'significantly more likely' to vote for a candidate endorsed by her.
Taylor Swift will play three dates at Dublin's Aviva Stadium in June.
