NBC Sports’ Super Bowl LX broadcast was historic because it set a new record for the largest crowd for a US TV show, with 137.8 million people watching during the second quarter.
The Seahawks’ 29-13 win over the Patriots on NBC, Peacock, Telemundo, NBC Sports Digital, and NFL+ averaged 124.9 million viewers, according to official live-plus-same-day Nielsen Big Data and Panel. This makes the Super Bowl the second-most-watched TV show in US history, after NBC’s Super Bowl LIX on FOX in February 2025.
Super Bowl LX is the most-watched show for NBCUniversal. It is happening during the company’s 100th anniversary year, which is 2026.
“The Super Bowl and the NFL once again delivered a blockbuster audience across the NBC broadcast network, Peacock, and Telemundo, and provided an unprecedented lead-in to our Primetime in Milan coverage. The Super Bowl and the Olympics are the two most powerful events in the world, and we salute our talented production, tech, and announce teams who delivered best-in-class presentations for our viewers, stations, and partners,” said NBC Sports President Rick Cordella.
What a way to end the 20th season of Sunday Night Football for NBC Sports. SNF is averaging a record 23.5 million viewers and is on pace to be the No. 1 primetime show on US TV for a 15th straight year.
Telemundo drew 3.3 million viewers, making it the most-watched Super Bowl in US Spanish-language TV history. The halftime show was watched by 4.8 million viewers, a record for a Spanish-language Super Bowl halftime show.
The Apple Music Super Bowl LX Halftime Show featuring Bad Bunny was a huge success on NFL social media platforms, reaching four billion views in 24 hours, a 137% increase from the previous year’s views, according to Ripple Analytics. More than half of the NFL social media posts about the halftime show came from international markets.
The top three most-viewed social media clips from the NFL featuring the Super Bowl LX halftime show have the most views among the top four clips, with a combined 115 years of viewing time. The most-viewed clip is “Only Thing More Powerful Than Hate is Love,” from the NFL on Instagram, with 179 million views, 54% of which came from outside the United States. Another clip featuring Bad Bunny listing countries before throwing a ball gained 168 million views on Instagram and 100 million on TikTok. On TikTok, 91% of the viewers were under 35, and 60% were from international markets.
The halftime show was viewed by 128.2 million US viewers from 8:15 to 8:30 p.m. ET.
The Apple Music Super Bowl LX Halftime Show featuring Bad Bunny saw a seven-fold increase in the number of times his music was played immediately after the halftime show. His most popular post-halftime tracks were “DtMF,” “BAILE Inolvidable,” and “Tití Me Preguntó.” His halftime performance was the most-played set list on Apple Music.
The next day after the halftime performance, Bad Bunny’s album “DeBÍ TiRAR MáS FOToS” debuted on charts in 155 countries, reaching the top 10 in 128 and the number one spot in 46, including Mexico, Colombia, Chile, Brazil, Germany, France, and Spain. Bad Bunny’s performance on Apple Music’s Daily Top 100 Global chart saw him with 24 songs, six in the top 10, and one song, “DtMF,” reach the number one spot.
NBC broadcast “Primetime in Milan” following the Vince Lombardi Trophy Ceremony at Levi’s Stadium, which showcased highlights from the Milan Cortina Winter Olympics, hosted by Mike Tirico. The program was watched by 42 million viewers, making NBCUniversal’s largest Winter Olympics viewership since Sochi 2014, up 73% from Beijing 2022.
Sunday was Peacock’s largest day ever in terms of reach and hours streamed. The comedy “The Burbs,” which aired after the Super Bowl, was Peacock’s largest Day 1 original launch.
