Their primary viewer demographic is dying, and most of the white kids who grew up watching football are pretty a-political about this sort of stuff. Literally, I have seen the Washington Commanders referred to as "The Commies" scornfully and lovingly, but purely in the context of football. And most of them definitely don't care who is doing the Half-Time show.

However, their expansion demographic has been for a long time South America, particularly Brazil, Chile, and Argentina, and they have been making pretty big headway there. This kind of stuff will basically help a bunch of South American men to convince their significant others to put on the Super Bowl and watch it with them at a party or something.

Hell, some people will just tune in for the Half-Time show, but that's nothing new. My parents remember when it was in Minneapolis, and Prince played, and the game itself was shit, but the halftime show was so good that people were selling bootlegs of it.