Michael Jackson's 1993 Super Bowl Halftime: The Performance That Changed Everything

## The Crisis That Created the Modern Halftime Show Fox's 'In Living Color' pulled nearly 29 million viewers away from Super Bowl XXVI's 'Winter Magic' halftime show in 1992, featuring Gloria Estefan, figure skaters Dorothy Hamill and Brian Boitano, and dancers dressed as snowflakes. The special drew 22 million viewers, prompting the NFL to book more prominent pop music acts to compete. As Keenen Ivory Wayans said, "It was such a perfect opportunity because halftime was when everybody went to pee." The NFL's bathroom break problem had become an existential threat. ## The King of Pop Makes His Demands Before the unforgettable spectacle at the Rose Bowl, Jackson made a bold request to push the Super Bowl back three hours to a nighttime slot instead of the scheduled 3:25 p.m. kickoff. Delaying the game would have pushed kickoff to midnight in Central and Eastern time zones. The NFL refused. After three failed negotiations, including asking for $1 million, Jackson's management agreed to perform. The NFL and Frito-Lay donated $100,000 to Jackson's Heal the World Foundation and provided commercial time for the foundation's Heal L.A. campaign. ## The 90-Second Power Move That Changed Everything In a dramatic start, Jackson was ejected onto the stage from below and stood frozen for 90 seconds. He then launched into a medley of 'Jam,' 'Billie Jean' and 'Black or White' before concluding with 'We Are the World' and 'Heal the World,' surrounded by 3,500 L.A.-area kids. Jackson held that pose for a whopping 95 seconds. Commercial time during the 1993 Super Bowl was priced at $900,000 per 30 seconds. The airtime value of Michael Jackson holding a pose was over $2,700,000. As social media user @iamveronica777 noted, 'The director of the Super Bowl was freaking out, not knowing Michael Jackson was gonna take his time to remove his glasses which was the cue to start the track. But MJ knew exactly what he was doing & made history.' ## The Numbers That Prove Everything Changed The performance caused viewership to increase between halves for the first time in Super Bowl history, with 133.4 million viewers in the United States. It marked the first time ratings increased between halves during the game. Jackson's album Dangerous saw an 83% increase in sales, moving 21,000 copies in the week following the Super Bowl. Sales increased further after his Oprah interview, causing Dangerous to reach the top 10 and surpass 5 million total sales. ## The Template Every Show Follows Today Looking at Jackson's 1993 performance, it has all the elements still employed today: fusion of hit songs roughly 12-plus minutes in length, a big musical personality at center, central theme informing set design and costumes, and choreographed movement by supporting dancers. Jackson gave everyone else a template to follow. A Reddit fan said 'This is still the template. Everybody else is just doing a version of this.' That's why singers today accept the zero dollar check. They know they will see their music streamed, their tours sold and their name talked about in every country. The NFL has never gone back to the old safe show. It cannot. Once you tell people the break can feel like a world concert you have to keep giving them a world concert.