Bad Bunny‘s halftime performance this past February produced the largest drop in Super Bowl viewership during halftime in history.
Specifically, viewership on NBC and Telemundo fell from 135.9 million at the end of the second quarter to 128.2 million during Bad Bunny’s performance from 8:15 to 8:29 p.m.
That’s a 5.7% decline during halftime, compared to a 4% drop during Kendrick Lamar’s performance a year earlier. Before the past two years, Super Bowl audiences had typically grown during the halftime show.
According to Puck, the person responsible for selecting Lamar and Bad Bunny has now chosen himself to perform this year in Los Angeles: Jay Z, whom the NFL empowered as halftime czar in 2019.
On the surface, a third consecutive year of declining halftime viewership should concern the league.
Jay Z offers nostalgia. He was one of the defining hip-hop artists of the 2000s. He remained relevant well into the following decade through collaborations with artists such as Kanye West and Rihanna. More American viewers are likely to recognize Jay Z than Lamar or Bad Bunny, even if the latter is a massive international attraction.
Still, recognition doesn’t necessarily translate to interest.
Lamar and Bad Bunny divided fans along political lines at a time when partisan activism often limits the appeal of an event as mainstream as the Super Bowl. Jay Z’s political history is even more extensive.
Sports fans may remember that he helped distribute “I Can’t Breathe” T-shirts as part of protests following the death of Eric Garner.
He also headlined an Ohio concert for then-presidential candidate Hillary Clinton and was an outspoken supporter of Barack Obama. Jay Z celebrated Obama’s election in the 2008 track “My President,” rapping, “Rosa Parks sat so Martin Luther King could walk/Martin Luther King walked so Obama could run/Obama’s running so we all can fly.”
Is that so?
Jay Z’s political commentary has also included repeated criticism of Republicans, particularly President Donald Trump. He has called Trump “a joke,” “not a very sophisticated man” and, during a 2018 CNN interview, a “superbug.” He has also linked Trump’s political rise to racism in America.
“[Trump] cannot be my president. He cannot be our president,” Jay Z said while campaigning for Clinton in 2016.
He has also described America as “sexist” while discussing the country’s failure to elect a female president.
Anyway, Jay Z has now chosen to perform at the biggest annual entertainment event in this supposedly sexist and racist country.
The NFL can argue that an artist’s politics are irrelevant unless they surface during the halftime show. Maybe. But viewers don’t necessarily make that distinction.
Bad Bunny didn’t make a political statement during his performance. He didn’t have to. His anti-Trump commentary was already part of his public image, and a record share of the Super Bowl audience tuned out during his performance.
The NFL understands this dynamic well. A poll last year found that it took nearly a decade for the league to regain its previous popularity among Republican-voting consumers after the national anthem protests began in 2016.
The lesson should be obvious: alienating half the country is bad for business.
The kneeling controversy hurt the NFL. The past two halftime shows have coincided with unusual audience declines. There is little reason to expect Jay Z to reverse that trend.
Especially now that viewers have somewhere else to go.
Turning Point USA’s alternative halftime show was successful enough last season to establish an alternative for viewers who object to the NFL’s selection on political grounds.
The league can distance itself from Jay Z’s selection by pointing to his authority over the halftime show. That’s not convincing. No serious person believes Roger Goodell and the NFL are powerless to veto the performer at their own championship game.
Of course they aren’t.
The NFL partnered with Jay Z’s Roc Nation in 2019 to advise on live music entertainment and work with the league’s Inspire Change initiative. The agreement came while the NFL was still navigating the political fallout from the Kaepernick controversy.
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Seven years later, judge the arrangement by the results. The past two halftime shows lost viewers.
And last season, many of them didn’t return for the third quarter. While the uncompetitive Seahawks-Patriots matchup didn’t help, overall Super Bowl viewership declined from 127.7 million in 2025 to 124.9 million in 2026. Considering Nielsen’s change to its measurement system last year, the underlying decline is greater than the raw difference of nearly 3 million viewers suggests.
We are not suggesting the NFL overcorrect by putting a conservative-leaning musician on stage. The Super Bowl doesn’t need a Republican halftime show any more than it needs a Democratic one.
It needs an artist with broad appeal who doesn’t give millions of viewers another reason to change the channel. It should not be this difficult.
If Jay Z’s latest solution is to choose himself, the NFL ought to take someone else to the decision.