Madonna: Not So In Vogue

Ever since the Janet Jackson's wardrobe malfunction during the 2004 Super Bowl halftime show, the game organizers have tried to choose performers that were a little more classic - aka tame and controlled. So it seems an odd choice to have Madonna as a performer this year, someone who is almost as famous for her controversial behavior as she is for her music.

When I heard the news, I was a bit confused until I found out that she has both an new album coming out and new movie in theaters right now. Still I like Madonna enough, so it seems like a fun choice.

But according to AdAge and Networked Insights, Super Bowl fans are not excited about Madonna's performance. In fact, 41% actually have negative feelings about her. 

While that may not seem like such a big deal, when it comes to the Super Bowl, this is something to be concerned about, at least if you are an advertiser.

Think about it, if viewers don't like Madonna or are even neutral about her, there is a higher likelihood that they will not watch the halftime show. After all, there are plenty of other TV options during that time - like the Puppy Bowl - as well as "second-screen" options online.

For any brand that bought airtime during the halftime show, that may mean fewer sets of eyes than they were hoping to get for their $3.5 million. In addition, if viewers don't stick around for the halftime show, and the game is not as exciting as expected, third and fourth quarter advertisers are also in danger of losing eyeballs.

But the NFL and NBC seem to have been monitoring the negative social buzz surrounding the Material Girl, which spiked during her feud with Elton John, and have taken action by announcing that both Nikki Minaj and MIA will be performing alongside Madonna. While both artists are featured on Madonna's new single, "Gimme All Your Luvin'," The Guardian insinuates that the move was an attempt to make sure that viewers have something to stick around for.

Here are some more stats from AdAge and Networked Insights:

Courtesy of AdAge