When Bad Bunny took the stage for his highly anticipated Super Bowl halftime performance, millions of viewers across the country and around the world tuned in, eager to see how the global superstar would bring his style to one of the most high-profile stages in entertainment. Expectations were high, not only because of his musical popularity (he was Spotify’s top artist globally last year, and also held that title from 2020 to 2022), but also because the SB halftime show has become a cultural moment often blending music with social commentary. From the very first moments, it was clear that Bad Bunny intended to make a statement, weaving vibrant visuals, intricate choreography, and powerful symbolism into every element of the show. Reactions, however, were sharply divided. Some praised the bold artistic choices and the celebration of Puerto Rican identity, while others found the performance overwhelming or overly political.
Our data reflects this split clearly, and we are sure everyone will be shocked to see what the biggest dividing line is. Overall approval hovered just above 50%, with disapproval at roughly 36% and a notable share undecided or indifferent. Approval was strongest among younger viewers, women, Democrats, and Latino audiences, while older viewers, men, and Republicans leaned more toward disapproval. Social media activity clearly showed these trends, amplifying both praise and criticism in real time.
The NFL is clearly always on the lookout for expansion of its reach, and key consumer groups, especially those under 45, gave a big thumbs up to both the decision and the show itself.
Key Takeaways:
🎉🎉🙁Party Over Enjoyment: Approval among Democrats was overwhelmingly high at 84%, with only 6% disapproving and 8% unsure. At the same time, just 16% of Republicans say they approve of the show, while 67% disapproved. Given his global popularity, it says a lot about where our country is when it comes to the overall tribalism and Party above all else. Even the Super Bowl halftime show, which is just entertainment, shows how heavily influenced Americans are by their political identity.
👴👵OK Boomer: Younger adults, ages 18-44, exhibited strong approval at 66%, while disapproval was only 17%. This contrasts sharply with older age groups: those 45-64 approved at just 42% (47% disapproval), and those 65+ approved only 40% (47% disapproval). The data indicates that younger viewers are likely more receptive to contemporary performers like Bad Bunny, whereas older viewers tend to be more critical or divided in their opinions.
🚺🚹 The Gender Gap: Women were more favorable of the performance than men, with 55% approval compared to 45% among men. Disapproval among women was 29%, while it reached 43% among men. While men were more likely to report watching at least some of the game (75% said they tuned in) compared to women (58%), the NFL seems to be doing everything possible to expand outside of middle-aged white dudes as its fan base. The majority approval from women will likely not be lost on the league.
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