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Samba TV: U.S. Household Super Bowl LX, Halftime Show Viewership Declined by Double Digits
February 10, 2026
Super Bowl LX and the controversial halftime show featuring Puerto Rican performer Bad Bunny singing in Spanish may not have totally resonated with viewers.
New data from Samba TV found that 48.6 million U.S. households watched watched the Seattle Seahawks defeat the New England Patriots 29-13, a 13% drop from the 55.9 million homes that watched the Philadelphia Eagles defeat the Kansas City Chiefs 40-22 in 2025.
While the offense-light game (until the last quarter) may have prompted some casual fans to turn the channel, the much-hyped halftime show appeared to generate a definite message.
Samba said 26.5 million households watched Bad Bunny’s show, down 39% from 43.4 million homes that tuned into Kendrick Lamar’s performance during the 2025 halftime Show.
Samba attributed the decline to the competing Turning Point USA alternative halftime show headlined by Kid Rock.
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The leagues owners should have protested and the players should have voted.
Granted.. we didn’t know that the TV station was expecting in, but they should have pulled the plug.