Bad Bunny‘s Super Bowl LX halftime performance – affectionately dubbed the “Benito Bowl” by fans – did more than just entertain. It rewrote portions of the NFL‘s media record book.
Measured by Nielsen, the Apple Music Super Bowl LX Halftime Show averaged 128.2 million viewers on Sunday.
That figure surpassed the 124.9 million average viewers for the game itself, though it fell short of the 133.5 million record set last year by Kendrick Lamar.
Prior to Kendrick Lamar, the halftime benchmark had been held by Usher following his 2024 performance.
Billions tune in to Bad Bunny
While the television audience was historic, the digital footprint proved even more staggering.
According to Ripple Analytics, total social consumption of the halftime show reached four billion views within 24 hours. That represented a 137 percent increase compared to last year’s show.
More significantly, the NFL confirmed that its three most-viewed social posts of all time now stem from Bad Bunny‘s performance.
The clip titled “Only Thing More Powerful Than Hate Is Love” amassed 179 million views on Instagram, becoming the most-watched video in NFL social history.
Another moment, where Bad Bunny listed the countries of the Americas before spiking a football, generated 168 million views on Instagram and an additional 100 million views on TikTok.
Streaming platforms also recorded immediate impact. According to Apple Music, listens of Bad Bunny‘s catalog increased sevenfold following the performance, led by “DtMF,” “BAILE INoLVIDABLE,” and “Tití Me Preguntó.”
The halftime spotlight once again demonstrated the Super Bowl’s unmatched capacity to influence music consumption in real time. The NFL also reported that more than half of its social media views originated from international markets.
With full global viewership data for the Super Bowl LX Halftime Show expected next week, the current U.S.-only figure of 124.9 million viewers for Super Bowl LX could rise substantially.
Cultural impact extends beyond the field
Months before kickoff, the halftime show generated headlines. Much of the anticipation stemmed from Bad Bunny‘s status as one of the most commercially dominant recording artists worldwide.
At the same time, some right-wing commentators criticized his consistent celebration of Puerto Rican identity. Turning Point USA, the conservative organization co-founded by the late Charlie Kirk, attempted to stage an alternative halftime broadcast aimed “for folks who love America,” according to headliner Kid Rock.
However, viewership comparisons highlighted the disparity. The New York Times reported that the alternative YouTube livestream peaked at 6.1 million viewers and has since reached 21 million total views, which are modest figures compared to Bad Bunny‘s television audience and 57 million YouTube views.
On stage, the production leaned into the spectacular. Highlights included a real wedding ceremony, multiple high-risk stunts, surprise appearances by Lady Gaga and Ricky Martin, and a choreographed ensemble featuring 380 performers dressed as grass.
For all of his critics, it was further proof that Bad Bunny is a massive draw, and that giving him the halftime show for Super Bowl LX was certainly the right call – both culturally and commercially.
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