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48.6M U.S. households tuned in to SuperBowl LX, representing a 13% decrease from last year
Posted on 2/10/26 at 12:02 pm
Posted on 2/10/26 at 12:02 pm
?? 26.5M U.S. households watched #BadBunny's #halftime performance, down 39% from Kendrick Lamar's 2025 show
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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.
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Posted on 2/10/26 at 12:06 pm to loogaroo
It wasn't a particularly compelling matchup from a national perspective. Much of the nation outside of New England has "Patriots fatigue" and Seattle is just kind of one of those franchises that gets forgotten by the rest of the US. Combine that, with the fact there are really no superstar players (or at least QBs) on either team and the interest was down.
Posted on 2/10/26 at 12:07 pm to loogaroo
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.
I don't know where this 39% is. Looks like about an 8% decline from 25-26 based on their own data (which is less than their overall SB decline, mind you).
Also, for people asking who Samba is:
quote:
Samba TV measures opt-in smart TV households using Automatic Content Recognition technology. It tracks what’s being watched directly from television screens, including streaming apps.
quote:
National ratings projections — often associated with Nielsen — attempt to estimate total viewers, not households. Their models incorporate:
Broadcast television
Streaming platforms
Mobile devices
Co-viewing audiences
Public venue viewing
In simple terms:
Samba measures screens. Nielsen estimates people.
And they do a huge disclaimer, essentially, about their data:
quote:
It is entirely possible that:
Total Americans watching halftime remains massive
National projections hit record highs
Yet smart-TV household engagement declined
Modern viewing is fragmented. More viewers watch via mobile, second screens, or group environments.
So national reach can rise even while in-home TV retention shrinks.
This post was edited on 2/10/26 at 12:08 pm
Posted on 2/10/26 at 12:08 pm to loogaroo
I watched the year prior but didnt this year because the teams didnt interest me at all. I didn't even know the Seahawks were good.
The only weekend I did watch NFL football was the wild card playoffs, im not an NFL fan.
I bet they lost a lot of viewers because no Taylor swift too
The only weekend I did watch NFL football was the wild card playoffs, im not an NFL fan.
I bet they lost a lot of viewers because no Taylor swift too
Posted on 2/10/26 at 12:11 pm to Alt26
quote:
It wasn't a particularly compelling matchup from a national perspective. Much of the nation outside of New England has "Patriots fatigue" and Seattle is just kind of one of those franchises that gets forgotten by the rest of the US. Combine that, with the fact there are really no superstar players (or at least QBs) on either team and the interest was down.
2/3 of the people that watch the super bowl watch it because it is an event not because they are rooting for a team. What you said is minor in the viewership numbers.
Posted on 2/10/26 at 12:11 pm to loogaroo
(no message)
This post was edited on 2/10/26 at 12:14 pm
Posted on 2/10/26 at 12:17 pm to Jebadeb
You're quoting the Nielsen ratings from last year's Super Bowl...
Posted on 2/10/26 at 12:17 pm to loogaroo
I don't remember watching last year and certainly didn't watch this year. I don't get the appeal if the Falcons ain't in it and even then the appeal is only good for one half at best.....
Posted on 2/10/26 at 12:18 pm to Tiger Prawn
quote:
You're quoting the Nielsen ratings from last year's Super Bowl...
I got confused
Looks like official numbers are not out yet?
Posted on 2/10/26 at 12:25 pm to loogaroo
Count me in dat 13%. No care this year, game, commercial nor halftime show.
Made out with wife on couch instead. Sharing for all you Nielsen digital marketers / AIs trying to sell the world to me. Lip gloss ads welcome next year.
Did not happen? Not my wife.
Made out with wife on couch instead. Sharing for all you Nielsen digital marketers / AIs trying to sell the world to me. Lip gloss ads welcome next year.
Did not happen? Not my wife.
This post was edited on 2/10/26 at 12:27 pm
Posted on 2/10/26 at 12:25 pm to 03 West CoChamps
quote:
2/3 of the people that watch the super bowl watch it because it is an event not because they are rooting for a team. What you said is minor in the viewership numbers.
Part of the reason I watched is because after the Super Bowl, there are going to be ZERO football games to watch for a while.
Posted on 2/10/26 at 12:33 pm to loogaroo
There wasn't really a compelling storyline this year. You kind of need that when you strip away everything else that's normally cool about a football game. No home field advantage, no raucous crowd, plus you kill the momentum of the season with the off week.
It's just a sterile environment with a quiet crowd in a random city. It needs some juice, and this matchup didn't have it.
It's just a sterile environment with a quiet crowd in a random city. It needs some juice, and this matchup didn't have it.
Posted on 2/10/26 at 12:35 pm to Cliff Booth
Numbers aren’t out yet, wtf is 48.6m last year had 133m
Posted on 2/10/26 at 12:36 pm to loogaroo
Everyone in my small town was watching Turning Point
Posted on 2/10/26 at 12:36 pm to loogaroo
I didn't watch out of protest
Posted on 2/10/26 at 1:10 pm to loogaroo
Didn't watch one second of it.
Posted on 2/10/26 at 1:11 pm to nycguy
quote:
Numbers aren’t out yet, wtf is 48.6m last year had 133m
These are US household numbers. Maybe they dont include commercial viewers like bars and restaurants.
Does this mean overseas views did heavy lifting?
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Posted on 2/10/26 at 1:19 pm to sgallo3
The Dre/Snoop/Eminem show was 2022??
Damn why does that feel like it was 2 years ago?
Damn why does that feel like it was 2 years ago?
Posted on 2/10/26 at 1:23 pm to loogaroo
If the Super Bowl only pulled 48 million viewers, then Roger Goodell would have already been fired.
Posted on 2/10/26 at 1:42 pm to HickoryofOld
That number recorded households, not individual viewers.
Households get multipled by whatever they have as the average household size in their methodology to estimate viewership.
Households get multipled by whatever they have as the average household size in their methodology to estimate viewership.
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