There is currently no physical or virtual location in the world that is not talking about Puerto Rican singer Bad Bunny’s historic performance during the 2026 Super Bowl halftime show. This is not just a subjective feeling, but actually a confirmed reality. This has already been shown by the first economic analyzes of the singer’s performance at Levi’s Stadium in Santa Clara.
Bad Bunny’s show last Sunday, where he wore two total looks created especially for the occasion by the design team of Spanish fashion group Zara, was historic for two reasons. According to fashion data and analytics platform Launchmetrics, the appearance was groundbreaking. First, it was the first time that a pop star invited by the NFL performed the entire program in Spanish during the Super Bowl halftime show in front of millions of viewers. Second, it became the “most impactful” performance in Super Bowl history as measured by Media Impact Value (MIV). This record was previously held by Barbadian singer Rihanna.
“While we don’t typically release analysis so quickly, the scope and impact of this moment was too significant not to share,” Launchmetrics said. The decision to make the entire show in Spanish made Bad Bunny’s performance “an undeniable cultural milestone,” the platform added. The appearance “also took social media by storm and caused a media sensation.” Ultimately, this made him “the most impactful Super Bowl performance in history, measured by MIV.”
$3.1 million “impact” for Zara
Based on data collected and analyzed between February 7 and 9, Launchmetrics estimates the MIV impact of Bad Bunny’s appearance at nearly $170 million (€143 million). This value is expected to increase even further in the coming days. This amount was generated in just twelve hours after the show. During that time, mentions of the Puerto Rican singer accounted for up to 39 percent of all Super Bowl coverage.
To better put this influence into perspective, this percentage far exceeds the 27 percent of Super Bowl coverage that Rihanna received in the same period following her 2023 halftime performance. This year was considered the last time such a large effect was recorded. The Puerto Rican singer has now taken this level to the maximum. It practically rivals the game itself between the Seattle Seahawks and the New England Patriots.
According to data from Apple Music, the official sponsor of the Super Bowl halftime show, this relevance also had a positive impact on views of Bad Bunny’s tracks on the platform. His streams increased sevenfold, with “DtMF,” “Baile inolvidable,” and “Tití me preguntó” becoming the most streamed songs on the platform after the show.
As for the commercial impact for the brands associated with the singer during his performance, Launchmetrics calculated that Zara generated a MIV of $3.1 million. Adidas made a smaller impact, estimated at $1.6 million. Audemars Piguet and its “Royal Oak” watch generated an impact valued at approximately $609,000. From a broader perspective, the social media post with the greatest impact of this Super Bowl finale was one from the NFL itself. This alone generated $2 million in MIV.
Donald Trump’s disapproval
FashionUnited’s initial analysis of Bad Bunny’s performance noted its clear political undertones, from the stage design to the final message, “Together, We Are America.” US President Donald Trump has now confirmed this interpretation with a post on his social network Truth Social, in which he openly criticized the singer. He used terms that seem to overlook the fact that the residents of Puerto Rico are US citizens.
“The Super Bowl halftime show is absolutely terrible, one of the worst in history! It makes no sense, is an affront to the greatness of the United States, and does not represent our standards of success, creativity or excellence,” Trump complained, according to his Truth social account. “No one understands a word this guy is saying, and the dancing is disgusting, especially to the little children watching from all over the United States and the world. This ‘show’ is a slap in the face to our country, which sets new standards and records every day, including the best stock market and best 401(k) plans in history.”
The US president wrote that, in contrast, there was “nothing inspiring about this disastrous halftime show.” He declared that the show would “get great reviews from the fake news media because they have no idea what’s happening in the real world,” and concluded his message with his well-known slogan, “Make America Great Again!”
This article was created using digital tools translated.
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