Super Bowl launch for Madonna single fails to stop it becoming a UK flop

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Madonna’s latest single has flopped – despite being launched to one of the largest TV audiences in history at the US Super Bowl.

Give Me All Your Luvin’ was unveiled to a record audience of 114 million in the US – plus millions more globally – with a performance which turned into a headline-grabbing controversy, but it has become one of her biggest UK chart flops.

After debuting at a lowly 37 at the weekend, the song – the first taste of her new album, MDNA – will drop out of the top 40 completely this weekend. It is one of the worst showings in almost three decades of chart hits for the 53-year-old singer in a career which has generated 13 UK number ones.

Give Me All Your Luvin’ was her first new track for three years – and a first release under a new three-album deal she signed with music giant Universal.

She performed it along with a greatest hits medley at the Super Bowl earlier this month, during which British artist M.I.A. – who features on the song – upset some viewers with a rude gesture.

Although Madonna’s previous single Revolver fared worse in 2009, reaching only number 130, it had already been available on a greatest hits album Celebration for three months prior to its release.

Tickets for Madonna’s Hyde Park show this summer – part of an international tour – went on sale last Friday and have still to sell out.

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