Decline in Super Bowl Halftime Viewership: Concerns and Considerations
Bad Bunny’s performance during the Super Bowl halftime in February marked a significant drop in viewership. NBC and Telemundo saw numbers fall from 135.9 million to 128.2 million between 8:15 and 8:29 p.m. This decline of 5.7% during halftime is greater than the 4% decrease reported during Kendrick Lamar’s performance the previous year. Historically, Super Bowl audiences tend to grow during these shows.
According to Puck, Jay Z, responsible for selecting Lamar and Bad Bunny, has chosen himself for the upcoming performance in Los Angeles. Empowered as halftime czar by the NFL in 2019, Jay Z holds a strong presence in hip-hop since the 2000s. Collaborations with artists like Kanye West and Rihanna have kept him relevant. He’s more recognized by American audiences compared to Lamar or Bad Bunny, though recognition doesn’t always lead to increased interest.
Both Lamar and Bad Bunny faced political polarization among fans during an era where such activism affects mainstream events like the Super Bowl. Jay Z’s history is equally political. He distributed “I Can’t Breathe” T-shirts post-Eric Garner protests and supported Barack Obama and Hillary Clinton publicly. Jay Z’s song “My President” highlighted Obama’s election, blending civil rights history with political changes.
Jay Z also criticized Republicans, particularly Donald Trump. He referred to Trump as “a joke” and “not sophisticated” in a 2018 CNN interview, connecting Trump’s rise to racism. He expressed that Trump “cannot be our president” while campaigning for Clinton. Jay Z has also called America “sexist” regarding its inability to elect a female president. Despite his critiques, Jay Z will perform at the upcoming Super Bowl.
The NFL argues that an artist’s politics are irrelevant unless they emerge during the show. Yet, Bad Bunny did not voice political opinions during his show, but his image was already marked. His anti-Trump stance was well-known, and viewership dropped significantly.
The NFL is aware of the repercussions. A poll indicated that it took nearly a decade to regain popularity among Republican voters after anthem protests. Alienating half the audience negatively impacts business, as seen in previous declining halftime show audiences.
With Jay Z choosing himself, viewers have alternatives. Turning Point USA’s halftime show created an option for those objecting to NFL choices on political grounds. Although the NFL distanced itself from the selection, claiming Jay Z’s authority, it is unconvincing. Many doubt the NFL, specifically Roger Goodell, lacks power over such decisions during a championship game.
The Roc Nation partnership in 2019 saw Jay Z advising on live entertainment and contributing to the Inspire Change initiative. Yet, the past two halftime shows lost viewers, with some not returning for the third quarter. The Seahawks-Patriots game was not favorable, but overall Super Bowl viewership dropped from 127.7 million in 2025 to 124.9 million in 2026. Nielsen’s new measurement increased the significance of this decline.
The solution is not to choose a conservative musician but to select artists with wide appeal. Avoiding politics can prevent alienating millions, creating a universally appealing halftime. If Jay Z’s choice remains, the NFL should reconsider the selection process.