Super Bowl LX Draws Huge Audience But Misses All-Time Record

Super Bowl LX attracted one of the largest television audiences in US history, though it fell short of setting a new overall record.

The Seattle Seahawks’ victory over the New England Patriots averaged 124.9 million viewers across multiple platforms, according to Nielsen’s updated measurement system. The figure ranks as the second-highest audience for a broadcast in US history.

Viewership peaked at 137.8 million during the second quarter, marking the highest single-quarter audience ever recorded.

Spanish-language broadcaster Telemundo achieved record Super Bowl numbers, averaging 3.3 million viewers, with a peak of 4.8 million during the halftime show.

Bad Bunny’s halftime performance, delivered entirely in Spanish, averaged 128.2 million viewers overall. Despite its success, it did not surpass the record set by Kendrick Lamar’s performance the previous year.

Industry observers suggested that a relatively uneventful first half may have slightly tempered overall ratings.

This year’s broadcast marked the first time Nielsen used its Big Data + Panel methodology, combining traditional household sampling with data collected from connected television devices to provide a broader measurement of viewership.