▲ In the municipal plaza of Vega Baja, in Puerto Rico, the community tuned in to the Super Bowl just to see Benito Martínez Ocasio.Afp’s photo
Vega Baja, Puerto Rico – Bad Bunny’s electrifying Super Bowl halftime performance on Sunday captivated a massive television audience of over 135.4 million viewers, according to preliminary NBC figures, and potentially as many as 142.3 million when including streaming and out-of-home viewers.
The spectacle wasn’t just about American football in this small Puerto Rican town. Residents of Vega Baja, some 40 kilometers west of San Juan, gathered in the municipal plaza, not necessarily as avid football fans, but to witness their hometown hero, Benito Antonio Martínez Ocasio, take center stage at Levi’s Stadium in Santa Clara, California. Teacher Madeline Miranda, who once taught the now-Grammy-winning artist at a local high school, led the enthusiastic cheers, recalling her “serious, quiet and disciplined” student.
A Cultural Moment Beyond the Gridiron
Bad Bunny’s halftime show wasn’t just entertainment; it was a powerful statement about Latin culture and its growing influence on global entertainment.
During his 13-minute set, Bad Bunny showcased scenes of everyday Latin life—a nail salon, a taco stand, a barbershop, and a piragua (shaving ice) vendor reminiscent of San Juan’s vibrant streets. This performance resonated deeply, surpassing last year’s halftime show featuring Kendrick Lamar, which drew 133.5 million viewers by nearly 2 million.
Latin Influence Outshines Alternatives
The cultural impact was undeniable, dwarfing the viewership of a conservative alternative event. The All American Halftime Show, broadcast on YouTube and headlined by Kid Rock in support of Donald Trump and the Make America Great Again movement, peaked at just 3 million views—a stark contrast to Bad Bunny’s television reach. Teacher Miranda, now retired at 75, noted, “It reflected our culture and the experience of migrants.”
Bad Bunny’s performance, featuring flags from across Latin America and tributes to Puerto Rico’s landscapes, cemented his place among Super Bowl icon status, joining performers like Michael Jackson (133.4 million viewers), Lady Gaga (117.5 million), and Madonna (114 million), according to NBC.
Ripple Effect Across Platforms
The impact extended far beyond the stadium. Apple Music reported a staggering 700 percent increase in global listeners for the singer during the performance. The NFL itself saw up to $10 million in revenue from a single 30-second ad during the Seattle-New England game, and garnered 63 million views during the pre-halftime conference call.
- Bad Bunny’s Super Bowl performance reached an estimated 142.3 million viewers.
- His show surpassed last year’s halftime show viewership by almost 2 million.
- The All American Halftime Show drew only 3 million viewers in comparison.
- Apple Music saw a 700 percent increase in listeners during the performance.
Yesterday, Bad Bunny’s album, I should have taken more photos, debuted on charts in 155 countries, reaching the top 10 in 128 and claiming the number one spot in 46, including Mexico, Colombia, Chile, Brazil, Germany, France, and Spain. In the United States, Apple Music reported Los Angeles, New York, Chicago, and Dallas as the top cities for the 2026 Grammy winner’s music over a six-day period. Shazam also reflected a more than 400 percent increase in engagement across his entire catalog.
Back in Vega Baja, the focus remained firmly on celebrating their local star. Residents gathered on beach chairs, patiently awaiting the moment Benito, the “serious, quiet and disciplined” high school student, brought the sounds and traditions of Latin America to a global audience.
