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Started By
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26.5M U.S. households watched #BadBunny's #halftime performance, down 39% from Kendrick L.
Posted on 2/10/26 at 12:04 pm
Posted on 2/10/26 at 12:04 pm
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#SuperBowlLX delivered another massive night of television and the data tells an interesting story. Our latest viewership insights reveal: ?? 48.6M U.S. households tuned in to #SuperBowl LX, representing a 13% decrease from last year's game ?? 26.5M U.S. households watched #BadBunny's #halftime performance, down 39% from Kendrick Lamar's 2025 show While viewership declined year-over-year, the Super Bowl remains one of TV's most powerful cultural moments, delivering tens of millions of engaged viewers in an increasingly fragmented media landscape. For brands and marketers, understanding these viewing patterns is essential for maximizing campaign impact and connecting with audiences when they're most engaged. Want to dive deeper into Super Bowl viewership trends and what they mean for your media strategy? Stay tuned for more Samba insights coming out of the big game in the next few days and reach out to learn how Samba’s real-time insights can inform your next big play.
6
Posted on 2/10/26 at 12:06 pm to loogaroo
Posted on 2/10/26 at 12:08 pm to SirWinston
quote:
Samba TV reported these numbers based on their Smart TV panel data, but there's an inconsistency: 48.6M households would be a ~31% increase from their 2025 figure of 37.1M, not a 13% decrease. Official Nielsen viewership isn't out yet, but preliminary reports suggest a record ~128M viewers overall, with Bad Bunny's halftime at ~135M—up, not down.
Our Benito in his
quarter zip 
Posted on 2/10/26 at 12:08 pm to loogaroo
How much longer are we going to have to listen to people crying about the halftime show
Posted on 2/10/26 at 12:08 pm to SirWinston
You said Nielson was crap because they multiply by 1.9 or some percentage like that.
Posted on 2/10/26 at 12:09 pm to SirWinston
Your thread was anchored. I don't know why.
Posted on 2/10/26 at 12:10 pm to loogaroo
Posted on 2/10/26 at 12:11 pm to SirWinston
quote:
Samba TV reported these numbers based on their Smart TV panel data, but there's an inconsistency: 48.6M households would be a ~31% increase from their 2025 figure of 37.1M,
Found their tweet from last year:
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Breaking: Super Bowl ratings drop 5% (37.1M US households tuned in)
A historic three-peat opportunity couldn't keep viewers glued to what became an Eagles runaway.
Posted on 2/10/26 at 12:13 pm to SirWinston
quote:
Samba TV’s dataset operates very differently. Rather than projecting audiences, Samba measures opt-in smart TV households directly using Automatic Content Recognition technology that detects what is being watched on television screens in real time. So while national projections attempt to estimate how many people may have watched across all environments, Samba’s data reflects measured in-home TV engagement. That methodological divide is where the halftime viewership story becomes far more complex — and far more contested.
https://geeksandgamers.com/bad-bunny-halftime-show-viewership/
Posted on 2/10/26 at 12:14 pm to loogaroo
And that article confirms the 39% is wrong
quote:
According to Samba’s data:
2024 — Usher: 30.1 million U.S. households
2025 — Kendrick Lamar: 28.8 million households
2026 — Bad Bunny: 26.5 million households
Samba reported that 26.5 million U.S. households watched Bad Bunny’s halftime performance — a notable drop not just from Kendrick Lamar’s 2025 show, but even more so from Usher’s 2024 outing.
From peak to present, that represents a decline of 3.6 million households — roughly a 12% erosion across three years.
Posted on 2/10/26 at 12:16 pm to SlowFlowPro
That’s fricked up. Surely they know their own data.
Posted on 2/10/26 at 12:17 pm to texag7
touché Posted on 2/10/26 at 12:18 pm to loogaroo
quote:
That’s fricked up. Surely they know their own data.
Just look at the tweet from last year I posted
Posted on 2/10/26 at 12:20 pm to SlowFlowPro
quote:
2024 — Usher: 30.1 million U.S. households 2025 — Kendrick Lamar: 28.8 million households 2026 — Bad Bunny: 26.5 million households Samba reported that 26.5 million U.S. households watched Bad Bunny’s halftime performance — a notable drop not just from Kendrick Lamar’s 2025 show, but even more so from Usher’s 2024 outing.
Bad Bunny still flopped. That means a metric frick ton a people turned the channel during his performance if Super Bowl viewership was indeed up from last year.
Posted on 2/10/26 at 12:25 pm to loogaroo
quote:
Bad Bunny still flopped.
This Samba data is only a very specific % of American devices.
And the 24-25 decrease via Samba was already like 4.5%
Considering all the virtue signaling, it was fine. I mean people are STILL melting about it, and none of the Satanic tranny stuff even happened.
I imagine the international numbers are going to be massive
Posted on 2/10/26 at 12:29 pm to texag7
Posted on 2/10/26 at 12:30 pm to Pelican fan99
"How much longer are we going to have to listen to people crying about the halftime show"
using last weeks faux outrage about the Obama monkey 2 second video as a guide I would guess
1) about one more day
2) several posters will never let die and you will need to ignore them and the subject
using last weeks faux outrage about the Obama monkey 2 second video as a guide I would guess
1) about one more day
2) several posters will never let die and you will need to ignore them and the subject
This post was edited on 2/10/26 at 12:32 pm
Posted on 2/10/26 at 1:20 pm to loogaroo
quote:
26.5M U.S. households watched #BadBunny's #halftime performance, down 39% from Kendrick Lamar
I don't know who either of those people are.
Posted on 2/10/26 at 1:47 pm to loogaroo
Super Bowl ratings are gonna be down noticeably year over year. That’s even with a methodology that’s delivered higher ratings.
They’re going to gaslight us that it was a massive success no matter what the numbers are.
They’re going to gaslight us that it was a massive success no matter what the numbers are.
Posted on 2/10/26 at 2:02 pm to loogaroo
quote:
down 39% from Kendrick L.
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