The Seattle Seahawks beat the New England Patriots, Bad Bunny took center stage to honor Latino culture for all the world to see and NBC set new records.
NBCUniversal reported Tuesday that NBC Sports’ presentation of Super Bowl LX, which saw the Seahawks defeat the Patriots 29-13, averaged 124.9 million viewers on NBC, Peacock, Telemundo, NBC Sports Digital and NFL+, based on Nielsen’s Big Data + Panel measurement. That makes it the second most-watched show in U.S. history, trailing Super Bowl LIX on Fox last year, which averaged 127.7 million viewers.
NBC also set an all-time media record when 137.8 million viewers tuned in during the second quarter, when the Seahawks led 6-0 — the highest peak viewership in U.S. television history.
Telemundo averaged 3.3 million viewers, making it the most-watched Super Bowl in U.S. Spanish-language history. The audience peaked during the halftime show, with an average of 4.8 million viewers, also a record for a Super Bowl halftime in Spanish-language history.
The Apple Music Super Bowl Halftime Show, headlined by Bad Bunny — the first artist to perform a Super Bowl halftime entirely in Spanish — averaged 128.2 million viewers from 8:15 to 8:30 p.m. ET in the U.S.
NBCUniversal shared that the halftime show broke all-time NFL records on social media. According to Ripple Analytics, total social consumption of the halftime show reached a record 4 billion views after the first 24 hours, up 137% year over year.
During the 13-minute performance, Bad Bunny brought out Lady Gaga and Ricky Martin, while celebrities including Pedro Pascal, Cardi B, Jessica Alba, Karol G, Young Miko, Alix Earle and Ronald Acuña made appearances. The recent Grammy winner drew praise for highlighting Puerto Rican and Latin American culture while sharing a message of unity.
“The Super Bowl and the NFL once again delivered a blockbuster audience across the NBC broadcast network, Peacock and Telemundo, and provided an unprecedented lead-in to our Primetime in Milan coverage,” Rick Cordella, president of NBC Sports, said in a statement. “The Super Bowl and the Olympics are the two most powerful events in the world, and we salute our talented production, tech and announce teams who delivered best-in-class presentations for our viewers, stations and partners.”
Many of the ads at this year’s Super Bowl once again leaned heavily on celebrities and nostalgia, while AI, crypto, potty humor and A-list directors emerged as some of the more prominent trends.
Next year’s Super Bowl LXI will be played February 14, 2027, at SoFi Stadium in Inglewood, California, and will air on ESPN and ABC.
