Super Bowl 60 Draws 124.9 Million Viewers – Slightly Below Record, Bad Bunny Halftime Show Captivates 128.2 Million
Santa Clara, CA – February 10, 2026 – The 60th Super Bowl, a clash between the Seattle Seahawks and the New England Patriots, captivated an average of 124.9 million viewers in the United States, according to Nielsen. While slightly lower than last year’s record of 127.7 million, the game remains the second most-watched Super Bowl in history. The event, held at Levi’s Stadium, saw the Seahawks triumph with a 29-13 victory, marking only their second Super Bowl win in club history.
Bad Bunny’s Halftime Show Draws Massive Audience
The halftime performance, headlined by Grammy winner Bad Bunny, proved to be a major draw, attracting an average of 128.2 million viewers. The show featured surprise appearances from Jessica Alba, Pedro Pascal, Cardi B, Lady Gaga and Ricky Martin, adding to the spectacle. The Super Bowl halftime show continues to be a cultural moment, blending music and sport on a massive scale.
Celebrity Sightings and Industry Titans
Beyond the field and the stage, Super Bowl 60 was a magnet for celebrities and industry leaders. Attendees included Apple CEO Tim Cook, Coinbase CEO Brian Armstrong, Netflix co-CEO Ted Sarandos, and Hollywood stars Kim Kardashian, Adam Sandler, Jay Z, and Leonardo DiCaprio. Notably absent was former President Donald Trump, who attended the event last year.
Advertising Trends: The Rise of AI
The Super Bowl is renowned for its high-stakes advertising, with 30-second spots costing around $8 million (KRW 11.7 billion) this year, and some companies spending up to $10 million. A key trend in this year’s commercials was the prominence of artificial intelligence (AI), with Google, Microsoft, Meta, OpenAI, and Antropic all featuring as advertisers. Interestingly, the automotive industry, traditionally a major advertiser during the Super Bowl, saw a significant decrease in its share of advertising time, falling from 40% in 2012 to just 7% last year.
Record-Breaking Moments Within the Game
While the overall viewership was slightly below last year’s record, the second quarter of the game itself reached a peak of 137.8 million viewers, surpassing the previous record of 137.7 million. This demonstrates the intense engagement viewers have during key moments of the game.
The Super Bowl continues to solidify its position as the largest single-sporting event audience in the United States, a testament to its enduring appeal and cultural significance. As advertising strategies evolve and viewership habits shift, the Super Bowl will undoubtedly remain a focal point for marketers and entertainment enthusiasts alike. Stay tuned to archyde.com for ongoing coverage of sports, entertainment, and breaking news.