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Super Bowl averages 124.9M viewers in US, Bad Bunny’s halftime 128.2 million, both short of records

Bad Bunny's nearly 15-minute halftime show highlighted Puerto Rican culture and featured mostly Spanish lyrics, drawing widespread attention amid U.S. social and political tensions.

  • On February 9, Bad Bunny performed the Super Bowl LX halftime show with an immersive, nearly 15-minute set mostly sung in Spanish.
  • The selection of a Latin, Spanish‑language artist Bad Bunny sparked controversy given the current United States political and social climate.
  • An Instagram post dated February 8 showed celebrity cameos including Lady Gaga, Jessica Alba, and Pedro Pascal, while Indiana Fever star Caitlin Clark is among 830,000 who liked it.
  • Many viewers at Super Bowl parties focused more on the halftime show's messaging than the game's outcome, sparking debate over the performance's statement.
  • The set highlighted Puerto Rican culture and identity, increasing visibility on the NFL platform while public figures like Caitlin Clark amplified national attention.
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In marketing we always insist on teaching people that first strategy, then trend. Fashions pass, but brands that understand their role remain. That’s why today it’s worth stopping to analyze what Bad Bunny’s part-time show taught us about entrepreneurship and marketing.

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Sports Illustrated broke the news in New York, United States on Monday, February 9, 2026.
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