Bad Bunny did not just perform at Super Bowl LX. He delivered a cultural moment that reached 128.2 million average viewers, according to Nielsen. That figure topped the game’s overall U.S. audience of 124.9 million. It did fall short of Kendrick Lamar’s 133.5 million record from last year, but the scale remains historic. For the NFL, the numbers confirm that halftime has become an event within the event. The impact stretched far beyond television. Within 24 hours, Ripple Analytics reported four billion total social views tied to the show. That marks a 137 percent jump from last year. The performance instantly became one of the league’s most powerful digital drivers, reshaping how Super Bowl halftime success is measured in the streaming era.
Social media explosion and global impact define the “Benito Bowl”
Three of the NFL’s most viewed social posts ever now belong to Bad Bunny’s halftime set. The Instagram clip titled “Only Thing More Powerful Than Hate Is Love” pulled in 179 million views, making it the most watched video in league social history. Another moment showing him naming countries across the Americas before spiking a football drew 168 million Instagram views and 100 million on TikTok. Apple Music also saw a sharp spike. Streams of Bad Bunny’s catalog rose sevenfold after the performance, led by “DtMF,” “BAILE INoLVIDABLE,” and “Tití Me Preguntó.” That immediate surge highlights how halftime stages now double as global marketing platforms. International engagement played a key role. The NFL confirmed that more than half of social views came from outside the United States. With global television data still pending, total worldwide viewership may climb higher. The show sparked debate months before kickoff. Some right wing commentators criticized his focus on Puerto Rican identity, prompting Turning Point USA to stream an alternative show headlined by Kid Rock. That broadcast peaked at 6.1 million live YouTube viewers and later reached 21 million. Meanwhile, Bad Bunny’s halftime clips alone crossed 57 million YouTube views. Add in surprise appearances, a live wedding, and 380 performers dressed as grass, and the spectacle felt larger than sport. The numbers prove it.
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