According to a new study by Nielsen PreView, not surprisingly, album sales and digital tracks do go up following a Super Bowl half-time performance. However, not all artist sales are equal and not all markets respond similarly.

The study, which analyzed music sales of the past four Super Bowl half-time acts, reveals that sales have risen as much as 300+%, particularly when the artist’s performance is well-received. However, according to the research, much of this growth can be attributed to a desire for consumers to reacquaint themselves with a star. In fact, markets with the weakest artist sales prior to the Super Bowl experienced the greatest lifts in sales following the Super Bowl.

Read the full study.