PORTLAND, Ore. (TheStreet) -- Bruno Mars is a Grammy winner, has two platinum albums to his credit and four No. 1 singles here in the U.S.
For just about any gig in entertainment, those are outstanding credentials for a 28-year-old. For the National Football League, broadcast partner Fox (FOXA) and Super Bowl halftime show sponsor Pepsi (PEP), they're reasons to panic.
Everybody seemed fairly confident in Mars' abilities back in September, when it was announced that he'd be headlining the Super Bowl XLVIII halftime show at East Rutherford, N.J.-based MetLife Stadium. The American public seemed well aware of the various, self-destructive acts he'd commit in the name of love, knew he loved them just the way they were and were pretty sure his song Locked Out Of Heaven wasn't written by Sting or performed by The Police.
So what's the problem? Basically that his career started back in 2010 and that someone in the upper echelons thinks that's going to confuse the olds. That's why, on Jan. 10, aging modern rock staples the Red Hot Chili Peppers were brought in to cover all the demographic bases. You see, since Justin Timberlake tore off a piece of Janet Jackson's closing and exposed her nipple for a fraction of a second during the Super Bowl halftime show in 2004, the NFL, its carrier networks and its sponsors have been a bit shy about hiring performers who aren't old enough to run for president.From 2005 through 2012, the average age of a Super Bowl halftime performer clocked in at 52. That included nobody under 30 and seven headliners over the AARP cutoff age of 55: Paul McCartney in 2005 (62), Mick Jagger and Keith Richards in 2006 (each 62), Tom Petty in 2008 (57), Bruce Springsteen in 2009 (59) and The Who's Roger Daltrey (65) and Pete Townshend (64) in 2010. Even when the show decided to go "young" with Beyonce in 2013, she was 31 and 16 years removed from her major-label debut with Destiny's Child. As much as we'd like to, it's tough to argue with the result. Two years ago 53-year-old Madonna put on the most-watched Super Bowl halftime show of all time, drawing 114 million viewers. That's more than a third of the entire population and is equivalent to having every human being in California, Texas, New York and Florida watching. Last year, Beyonce and her former Destiny's Child counterparts Kelly Rowland and Michelle Williams drew an average of 104 million viewers. Even Gen Xers just graduating high school or finishing college when Destiny's Child's run began have had more than enough exposure to B & Company to tune in with the kids years later.
Select the service that is right for you!COMPARE ALL SERVICES
Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.
- $2.5+ million portfolio
- Large-cap and dividend focus
- Intraday trade alerts from Cramer
- Weekly roundups
Access the tool that DOMINATES the Russell 2000 and the S&P 500.
- Buy, hold, or sell recommendations for over 4,300 stocks
- Unlimited research reports on your favorite stocks
- A custom stock screener
- Upgrade/downgrade alerts
Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.
- Diversified model portfolio of dividend stocks
- Alerts when market news affect the portfolio
- Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.
- Real Money + Doug Kass + 15 more Wall Street Pros
- Intraday commentary & news
- Ultra-actionable trading ideas
Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.
- 100+ monthly options trading ideas
- Actionable options commentary & news
- Real-time trading community
- Options TV