Paramount Global (PARA) will be broadcasting SuperBowl LVIII on CBS Sports this Sunday to millions of viewers. While many will tune in for the game itself and the entertaining ads, many newcomers may be watching for a different reason: entertainment titan Taylor Swift. Her impact has certainly been felt on NFL viewership before, and her appearance at the Super Bowl should be no different.

Bob Bakish, Paramount Global President & CEO, sits down with Yahoo Finance Executive Editor Brian Sozzi to give insight into Taylor Swift's impact and the amount of money spent from advertisers to place their ads during the game.

Bakish comments on why advertisers are willing to spend millions: "The NFL is an extraordinary product. It really captures the American, for that matter global, viewer. People love the sportsmanship and track their teams, etc. It's a great way, a great environment for messaging for advertisers. We see very strong demand... The ad business around sports is very strong. The ad business around the NFL as part of sports is obviously the top side of that. And it's just a product people want to be part of because viewers want to experience it."

For more expert insight and the latest market action, click here to watch this full episode of Yahoo Finance Live.

Editor's note: This article was written by Nicholas Jacobino

Video Transcript

BRIAN SOZZI: So when you talk to advertisers, why do you think they've really stepped up here and spent, what, $7 million for a 30-second ad? Why have they opened up their pocketbooks?

BOB BAKISH: Look, the NFL is extraordinary product. It really captures the American and for that matter global viewer. People love the sportsmanship and track their teams, et cetera. And it's a great way-- it's a great environment for messaging for advertisers. So we see very strong demand.

By the way, we're doing the first ever Nickelodeon alternate telecast of a Super Bowl. That product too is sold out. So the ad business around sports is very strong. The ad business around the NFL as part of sports is obviously the top side of that. And it's a product people want to be part of because viewers want to experience it.

BRIAN SOZZI: When I hear you say record breaking ad demand for the Super Bowl, I can't help but to think, Bob, Taylor Swift has some role in this. How do you view it?

BOB BAKISH: Look, Taylor, it's a phenomenon as we all know. She's a force in the music industry. Her tour has been massive.

And she's captured the imagination of fans, including NFL fans and is definitely bringing some incremental audience to the game. And we're fortunate that she'll be part of it this weekend as well. So yeah, that's a plus.