Impact of Super Bowl Halftime Show Decisions on Viewership

Bad Bunny’s halftime performance in February marked the largest decline in Super Bowl viewership during halftime in history. On NBC and Telemundo, the audience dropped from 135.9 million at the end of the second quarter to 128.2 million during the performance from 8:15 to 8:29 p.m.

This content was created independently from the FOX newsroom.

The 5.7% decline exceeded the 4% drop during Kendrick Lamar’s performance the previous year. Historically, Super Bowl audiences increased during halftime shows. Jay Z, who selected both Lamar and Bad Bunny, has now chosen himself to perform this year in Los Angeles.

For the NFL, a third consecutive year of declining viewership during halftime is concerning. Jay Z, a defining hip-hop artist, is more recognizable to American audiences compared to Lamar or Bad Bunny. However, recognition does not always equate to interest.

Controversies around the political stances of performers like Lamar and Bad Bunny have impacted viewer engagement, especially for an event like the Super Bowl, which aims to appeal broadly. Jay Z’s political involvement is extensive, from supporting political candidates to publicly critiquing American politics.

Jay Z’s previous involvement in distributing protest T-shirts and supporting political campaigns might affect his reception as a performer at the event. His critical comments about former President Trump and his views on America’s political landscape could also influence audience perception.

The NFL argues that an artist’s political history only matters if it influences halftime shows. Despite this stance, audiences often react to performers’ wider public personas. Bad Bunny’s anti-Trump image, for instance, affected viewership despite no political commentary during his performance.

A poll indicated it took years for the NFL to recover popularity among Republican audiences after anthem protests started in 2016. Alienating a significant audience segment has proven detrimental.

The NFL partnered with Jay Z’s Roc Nation in 2019 for advice on performances and to collaborate on the Inspire Change initiative, attempting to navigate political challenges. Yet, recent viewership trends during halftime raise questions about this partnership’s effectiveness.

Last season’s alternative halftime show by Turning Point USA provided another option for viewers displeased with the NFL’s choices. This suggests that the NFL’s efforts to expand viewership could backfire if the selection does not resonate widely.

The NFL has the power to influence the choice of halftime performers. It needs someone with broad appeal who doesn’t offer reasons for viewers to switch channels. If Jay Z’s choice to perform does not reverse this trend, changing the decision-maker might be necessary.

Bobby Burack is a writer for OutKick.