It’s Worse Than We Thought… NFL Lost Nearly Half of Their Audience During Halftime Show!

It’s worse than we thought.

The original numbers released showed Bad Bunny with respectable viewership on for the Super Bowl halftime.
Meanwhile, TPUSA took a chunk of the viewers who tuned in to their halftime presentation. Over 25 million viewers watched the TPUSA pro-American lineup.

But Samba TV reported startling numbers this morning.

According to Samba, NEARLY HALF of the Super Bowl audience tuned out at halftime rather than watch Hispanic act Bad Bunny whose entire act was in Spanish.

This was a shocking report.

The Super Bowl lost 22.1 million viewers during the halftime entertainment.

Samba TV reported:

#SuperBowlLX delivered another massive night of television and the data tells an interesting story.

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.

Want to dive deeper into Super Bowl viewership trends and what they mean for your media strategy? Stay tuned for more Samba insights coming out of the big game in the next few days and reach out to learn how Samba’s real-time insights can inform your next big play.

#SuperBowlLX delivered another massive night of television and the data tells an interesting story.

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… pic.twitter.com/TnZ7pIU75H

— Samba TV (@samba_tv) February 9, 2026