The most valuable currency that exists in our culture at this point is a captive audience — people’s attention. It’s the hardest thing to capture, no matter who you are. So, the real value that our platforms offer is the promotional value of being up on that stage. In the case of the Super Bowl halftime show, we’re talking hundreds of millions of viewers, in addition to the marketing campaign, the assets that we build and the music that we license.
Source: NFL’s First Head Of Music On Halftime Show Planning & Why They Don’t Pay Performers