Bad Bunny’s controversial Super Bowl halftime show has generated nearly as much buzz after the performance as it did beforehand. In the immediate aftermath, social media rushed to frame the artist’s appearance as a triumph, with phrases such as “highest-rated show ever” and “a rousing success” circulating widely. However, once verified data was released this week, those claims proved not only exaggerated but largely inaccurate. By most measurable standards, Bad Bunny’s halftime performance fell well short of expectations and can reasonably be described as a disappointment.
Much of the early coverage focused on the headline number that the Super Bowl averaged roughly 128 million viewers. What many reports glossed over, however, was the sharp decline in viewership during the halftime show itself. Compared to last year’s performance by Kendrick Lamar, overall halftime viewership dropped by approximately 39 percent, a significant year-over-year decline for one of television’s most dependable audience peaks.
According to data released by Samba TV, viewership peaked during the second quarter before falling noticeably once Bad Bunny took the stage. The report noted that audience levels dipped to roughly 88 percent of peak viewership during the halftime performance. Traditionally, the Super Bowl experiences a modest increase in viewership from year to year, particularly during halftime. This year, however, there was an estimated three to four percent overall decrease, a shift that analysts suggest could equate to more than $100 million in lost advertising value.
Supporters of Bad Bunny have argued that the decline was due to the game itself being uncompetitive or uninteresting. That explanation is difficult to support. The score stood at 9–0 heading into halftime, leaving the outcome very much in doubt. Additionally, major sporting events across the country posted historic viewership gains this year. The College Football National Championship Game, for example, saw its audience increase by 36 percent, demonstrating continued demand for marquee sports broadcasts.
Nielsen also introduced its expanded “Big Data and Panel” measurement system this season, designed to capture viewership more comprehensively across platforms. That change should have inflated ratings, not reduced them, further underscoring the magnitude of the halftime dip.
Historical comparisons add additional context. Michael Jackson’s iconic 1993 Super Bowl halftime show reached more than 51 percent of American households. Kendrick Lamar’s performance last year drew approximately 40 percent. Bad Bunny’s show, by contrast, reached just 37 percent of households, placing it well below recent benchmarks.
In a related development, Turning Point USA’s alternative halftime programming reportedly attracted more than 20 million viewers across multiple platforms, with some estimates suggesting that number could be significantly higher. Altogether, data indicates that roughly 10 million viewers tuned out during Bad Bunny’s performance, suggesting that a substantial portion of the audience simply chose to change the channel rather than stay engaged.