It was a tale of two Sundays.
Last week, Bad Bunny stood on stage at the Grammys and said “ICE out” before thanking God for his success.
The following Sunday, he headlined the most widely viewed concert in the world at the Super Bowl, an energizing performance that celebrated Puerto Rican culture (and even had a real wedding!) with cameos from Ricky Martin and Lady Gaga.
Few artists today spark as much conversation as Bad Bunny. He is polarizing, whether intentionally or not. But the NFL is no stranger to a controversial halftime performer. From Prince’s provocative silhouette to Shakira and J.Lo’s celebration of Latin culture to Rihanna’s pregnancy reveal, the league has repeatedly selected artists who spark conversation and connect to the cultural moment.
But the Bad Bunny selection was a carefully planned chess move in service of global and Latino audience growth, despite rising anti-immigrant sentiment among parts of the U.S. audience.
The Super Bowl is for everyone in different ways. The game is for die-hard NFL fans. The halftime show and commercials are for a broader audience of people tuning in for entertainment and spectacle.
Immediately following the halftime show, we surveyed more than 2,000 viewers across the U.S., Mexico, and Puerto Rico to understand how the performance actually landed.
The topline response was overwhelmingly positive. In the U.S., over half (57%) of viewers said they “liked” or “loved” the show, compared to just one-in-five (20%) who “disliked” or “hated” it. In Mexico, approval was even stronger: 74% liked or loved the performance, versus only 10% who reacted negatively.
But the real story emerges when you look at who it spoke to most powerfully.
Among Hispanic audiences in the U.S., the halftime show created a sense of meaning and belonging. More than half (54%) said the performance felt meaningful to them, compared to just 30% of non-Hispanic viewers. Nearly half of U.S. Hispanic respondents (49%) said they loved the show, versus 27% of non-Hispanics.
For Puerto Rican consumers, the show was a representation of their culture on a global stage. 88% of those surveyed said the performance felt meaningful for them, while 91% said the use of Spanish and Latino cultural references made the performance more enjoyable. Mexico showed a similar pattern, with 83% saying those cultural elements made the performance more enjoyable.
Bad Bunny’s expansive performance, underscored with messages of love and acceptance, translated into a perception lift for the NFL as a whole.
Nearly a quarter of U.S. viewers said the show made them feel more positive about the league. The positive effect was also significantly stronger in Mexico (35%) and Puerto Rico (47.5%), especially among younger, female, and Hispanic audiences.
