"48.6M U.S. households tuned in to #SuperBowl LX, representing a 13% decrease from last year's game. 26.5M U.S. households watched #BadBunny's #halftime performance."
Samba TV wrote on X, "Our latest viewership insights reveal: 48.6M U.S. households tuned in to #SuperBowl LX, representing a 13% decrease from last year's game. 26.5M U.S. households watched #BadBunny's #halftime performance, down 39% from Kendrick Lamar's 2025 show."
"While viewership declined year-over-year, the Super Bowl remains one of TV's most powerful cultural moments, delivering tens of millions of engaged viewers in an increasingly fragmented media landscape. For brands and marketers, understanding these viewing patterns is essential for maximizing campaign impact and connecting with audiences when they're most engaged," the TV data report said.
Samba TV, unlike Nielsen, measures households, instead of viewers. Samba TV gets its data from 50 million smart TVs around the nation, per Breitbart. The giant drop in viewers during the halftime show may be explained by TPUSA's All America Halftime show, which served as an alternative to Ban Bunny, whose legal name is Benito Antonio Matinez Ocasio.
TPUSA's halftime show starred Kid Rock, Brantley Gilbert, Lee Brice, and Gabby Barrett. The show was announced back in October as a counter to Bad Bunny as the left-wing artist was making comments about the Trump administration as well as Immigration and Customs Enforcement.
Bad Bunny did not perform in the US during his 2025 tour, citing Trump's immigration policies. Videos of the audience at the Super Bowl appearing to have an apathetic reaction to Bad Bunny's performance also went viral online in light of his performance.
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