#SuperBowlLX delivered another massive night of television and the data tells an interesting story. Our latest viewership insights reveal: 📺 48.6M U.S. households tuned in to #SuperBowl LX, representing a 13% decrease from last year's game 🎵 26.5M U.S. households watched #BadBunny's #halftime performance, down 39% from Kendrick Lamar's 2025 show While viewership declined year-over-year, the Super Bowl remains one of TV's most powerful cultural moments, delivering tens of millions of engaged viewers in an increasingly fragmented media landscape. For brands and marketers, understanding these viewing patterns is essential for maximizing campaign impact and connecting with audiences when they're most engaged. Want to dive deeper into Super Bowl viewership trends and what they mean for your media strategy? Stay tuned for more Samba insights coming out of the big game in the next few days and reach out to learn how Samba’s real-time insights can inform your next big play. #TVViewership #MediaInsights #SambaTV #SambaTVInsights #HalftimeShow2026